How to Use Google Analytics Segments: An Illustrated Guide

Google Analytics offers a ton of up-front/top-level information. The way Google provides information and allows users to slice and dice the information works well for many cases. However, there are some shortcomings where utilizing filters and secondary dimensions can only get you so far, and on top of that, it can be relatively time-consuming. This […]

Maximizing ROI on Your Hospital’s Digital Marketing

Why Read This Paper Since 2006, Parallel Path has been crafting and deploying highly-effective marketing solutions for clients that include some of the country’s top hospitals and insurance companies. This article draws from insights we have gleaned from our work to help our client partners achieve unprecedented marketing growth and performance. This paper offers the […]

Your Customer’s Journey Is Not Siloed – And Neither Is Your Marketing

Customers may encounter many different marketing touchpoints before they ever take action on your website – a social media post, a display ad, a radio or TV commercial. Unfortunately, marketers oftentimes credit only the marketing channels that drove the visit that resulted in a sale or a lead. Called ‘last-click attribution’, this analytics methodology ignores […]

Branded vs Non-Branded Keyword Performance: Why Does It Matter?

If your PPC and SEO programs include both branded and non-branded keywords, it is critical to analyze performance across these keyword categories separately. Using blended data will lead to inaccurate assumptions that can negatively impact your budget allocation and keep optimization opportunities hidden from view. Branded vs Non-Branded Keywords As the name suggests, branded keywords contain […]

7 Tips for Measuring the Impact of Your Awareness Campaign

Awareness campaigns are very important for companies, especially if they are newer brands or looking to enter new categories. Unfortunately, it’s not always easy to determine whether an awareness campaign is providing a positive ROI. With the right strategies, expertise and web analytics implementation, you can get accurate insight into whether your awareness efforts are […]

How to Track Dark Social in Google Analytics

  What is Dark Social? The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost. Dark social is really just another channel so we’ll be changing how […]

Google Analytics Misattributes 70% of Social Traffic

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark […]

How to Turn a Passion for Analytics Into Successful Sports Management

The analytics profession has grown substantially with the advent of new technologies and the integration of powerful statistical software. Across the profession we now see Business Analysts, Risk Analysts, Healthcare Analysts, and Web Analysts to name a few. While the context of the content being analyzed differs, by-and-large the math that is used remains the […]

Applicability of R in Online Marketing Analysis

In any industry, data analysis is often supplemented by powerful statistical packages. Currently, competition exists between some of the big named programs like SAS and SPSS, both of which are used extensively in educational and professional settings. Powerful and efficient, these programs have paved the way for major improvements in data analysis, and are often […]

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