When it comes to eCommerce, success is often dependent on the ability to analyze customer data and metrics.  Every click, view, and interaction holds potential insights into customer behavior that could enhance business performance. There’s just one challenge. With all the metrics available, which ones should you ignore to ensure sustainable e-commerce growth? In this guide, we’ll highlight the metrics that should be approached with caution or altogether avoided when scaling an eCommerce business. While they may seem enticing at first glance, they often fail to provide actionable insights ..read more

Unlocking the full potential of your Google Ads campaigns requires a keen eye for optimization.  This means trying and testing different recommendations and metrics until your ads are highly optimized. But what role does Google Ads Optimization score have to play in it? Can the recommendations make or break your ads strategy? This metric is supposed to tell you how well your ads are doing, but does it really? In this guide, we will highlight everything you need to know about Google Ads optimization scores, uncovering why fixating on this single metric might be doing more harm than good. L ..read more

When it comes to e-commerce sales, the key to maximizing revenue often lies in boosting Average Order Value (AOV).  Well, cross-selling is a great way to boost AOV. There’s just one challenge: going through huge amounts of data to determine customer buying patterns and ultimately create the perfect product bundles.  Enter the Market Basket Cross-Selling Dashboard; a revolutionary solution designed by PenPath to transform your e-commerce game. Understanding the Cross-Selling Dashboard: A Quick Overview The Cross-Selling Dashboard is a comprehensive tool designed to help you understand ..read more

In this article, we will examine Tableau as a case study to understand the factors involved in bringing business intelligence operations in-house. We’ll explore the specific tasks and hurdles faced when setting up Tableau. Tableau is a powerful tool used for visualizing data and improving business intelligence. It allows users to connect with various data sources like databases and cloud services, enabling them to create interactive and visually appealing dashboards, reports, and charts. However, when delving into the setup process of Tableau, it becomes apparent that it involves complex tasks ..read more

February 12, 2024 Google Signals will be removed from the reporting identity on February 12, 2024. What are Google Signals? Google Signals are data from users who are signed-in to their Google accounts and have enabled Ads personalization. For example, if such a user is signed in to their Gmail account (e.g., anna@gmail.com), Google is able to track their data across different sites and platforms. When enabled, Google Signals is part of the reporting identity in Google Analytics 4.  Here’s how it works: Google Signals are required to report on age, gender, and interests.  Cross-devi ..read more

Black Friday 2023 is on the horizon, and the data suggests that it’s going to be the largest one for e-commerce to date. We’ve compiled a list of critical metrics that you need to keep an eye on. Without further ado, here they are. 75% of sales from mobile devices In 2022, mobile sales represented 73% of total sales, up from 71% the previous year. Anticipate this upward trend to persist into 2023! Source: Shopify Desktop users convert better But don’t disregard your desktop users, they tend to convert better! Desktop users boast a 5.6% conversion rate compared to 3.3% for mobile users. Source ..read more

Data-driven this, data-driven that… We all know the decision-making for a business should factor in key measurements and data, but how? Why?  To optimize your company’s marketing strategies and increase sales. The quality of metrics that go into measurement methods is crucial in streamlining your effective decision-making. Here are some tips on establishing your company’s ideal measurement strategy: I. Not all KPIs will help you.    To use your metrics like a pro, you have to start by identifying your company’s key performance indicators. Every KPI is different– know that ..read more

What is baseline… in terms of business metrics for marketing? If your baseline is the starting or normal level of performance for your company, you can actually leverage it for marketing insights. By knowing where you stand at the outset, you can set realistic goals and monitor progress. This makes it much easier to identify any significant deviations or improvements. Marketing strategies shouldn’t be shots in the dark. Let’s explore the different applications of using baselines that you need to implement: Find Your “What to do better…” Better. Get Real-Time Data for Seasonality Bigger Contex ..read more

Google Analytics has been a ubiquitous tool for over a decade, offering crucial insights into consumer behavior, marketing efficacy, and sales strategies. However, the rapidly approaching sunset of Universal Analytics on July 1, 2023, has sparked concern about data retention and historical visibility in the migration process. Shorter Retention Periods In the era of Universal Analytics, business, and e-commerce clients had confidence in all of their data being stored within the given options of 14, 26, 38, or 50 months. Now, with Google Analytics 4 we are limited to two distinct data retention ..read more

As one of the fastest-growing marketing analytics and business intelligence solution providers, PenPath empowers today’s data-driven leaders. From the executive who needs quick answers to the analysts who need to understand marketing’s impact on sales, PenPath provides all the technology, services, and guidance required to achieve data-driven growth. Learn more at PenPath.com.  We Want You! As an Account Executive for PenPath, you will work in an exciting new business unit at the forefront of marketing technology and data science; working with many of the world’s leading brands. You will ..read more