Google recently announced that first-click, linear, time-decay and positional marketing attribution was being removed from Google Analytics 4 and Google Ads in-favour of their data-driven attribution model. Today we announced we’ll be deprecating non-last-click rules-based attribution models, which includes first-click, linear, positioned based & time decay, in Google Ads & GA4. Data-driven attribution (DDA) is recommended & last-click will remain available. More on why & timing: — AdsLiaison (@adsliaison) April 6, 2023 Data-driven attribution offers, in-theory, a number of ..read more

A few weeks ago when checking our company website stats in Looker, I noticed that total sessions had dropped significantly since we updated it back in August. Visitor numbers were down too and my first thought was that something about the design, usability or changes to content we may have introduced were putting-off visitors. As the vast majority of traffic to our site is anonymous and therefore hard to track across sessions more than a couple of days apart, analyzing visitors by new and returning wouldn’t tell us much about whether visitors were in-fact returning after their first visit. Wh ..read more

If you’re reading this article on our Medium.com blog blog.rittmananalytics.com.com, you may not be aware that we also cross-post these blog posts to our own company website, at https://rittmananalytics.com/blog. We cross-post blogs from Medium.com to our own Squarespace-hosted site partly to make our content available across as many channels as possible, but also because we assume that content published on our own site has more chance of “converting” into a new sales enquiry than content hosted on a third-party site such as Medium.com. But is that assumption correct? Or does an aggregator si ..read more

When you’re trying to segment your contact list in a CRM tool such as the one we use, HubSpot, one of the challenges is that only some of the data we hold on those contacts is by default available to us in their Hubspot profile. HubSpot, like most other CRM tools, captures and stores the basic details about a marketing contact such as their name, associated company and the campaign or website activity that introduced them to us, and enriches those basic details with public data such as their LinkedIn bio and Twitter handle. In previous blogs such as this one on Customer 360 and How Rittman Ana ..read more

As a boutique data analytics consultancy that gets most of its new clients through enquiries from our website, its obviously fairly critical to our growth that potential new clients find and discover our site easily and once they do, stick around and (hopefully, why don’t you try it out…) book a discovery call with us to find-out how we can make their analytics vision a reality. Looking at this in the form of a classic marketing funnel you can divide those marketing activities and the spend they incur into three broad categories: “Top of Funnel” activities and touchpoints that attract traffi ..read more

Last week in my previous blog “How Rittman Analytics does Analytics Part 2 : Building our Modern Data Stack using dbt, Google BigQuery, Looker, Segment and Rudderstack” I went through how we’ve built our own modern data stack and use it to record and analyze client interactions from initial sales enquiry through to invoicing and renewal, by creating a unique record for each of our clients and using it to link together all of their activity in Xero, Hubspot, Jira and our other SaaS applications. By centralizing all of this client activity in a cloud data warehouse one of the most valuable use ..read more

A couple of weeks ago I posted an article on this blog on Customer 360-Degree Analysis using BigQuery, dbt and new “reverse ETL” tools such as Hightouch and Rudderstack, and this article from Tejas Manohar on the Fivetran blog along with the latest episode of the Drill to Detail Podcast are great introductions to the concept of customer data warehouses as the new customer data platform. In this article I’m going to talk a bit more about we’ve transformed our customer data warehouse into the core of our new customer data platform, adding segmentation, interest scoring and marketing audiences th ..read more

Rittman Analytics are a Segment Implementation Partner and we use Segment Personas together with Segment Connections to connect all of our digital marketing touchpoints and create a single view of client and visitor interactions across those digital channels. Customer Data Platform services such as Segment Personas are great for collecting these granular interaction histories for clients and prospects, data that can be combined with transaction and other information we hold for those clients when they identify themselves to us when they login to our site or register their interest in a new pro ..read more

Two trends are emerging clearly from the events of 2020 and the COVID-19 global pandemic; businesses and their customers are moving online, and those businesses need to find, market to and retain their customers in the most cost-efficient and effective way possible. Automate your Customer Service Interactions Intercom is an in-app “chatbot” messaging service we and many other online businesses use to automate the process of qualifying sales leads, answering support questions and sharing details of new products and services with visitors to our site. Screenshot 2020-07-17 at 09.06.53.png Segme ..read more

1_V36-h1V-t7MDWZBG-Eqoaw.png If you’re a marketer responsible for acquiring new users for your online service, you don’t want to rely just on the reporting and attribution models provided by your ad networks. Why? Because they only show the effectiveness of each channel in isolation and don’t really consider the way in which visitors interact with a number of different channels and touch-points on the path to conversion. What you really want is attribution and conversion reporting thats independent of the networks themselves, uses a multi-touch attribution model that considers all the touch-p ..read more