Analyzing the Health Insurance Customer Journey

Megan JoosteBlog, Content Marketing, Inbound, Marketing, Matrix

You know the saying about taking a walk in another person’s shoes? If you’re in the business of providing health insurance plans, your marketing efforts need to start by donning more than just a new pair of shoes. To really understand how people find their way to your company, and also understand their experience once they’re there, you need a … Read More

Enabling Enhanced Ecommerce With and Without Shopify

Greg GarrisonBlog, Matrix, Web Analytics

Enhanced Ecommerce is an extension of the reporting available via Google Analytics Ecommerce reporting. As the name suggests, enabling this reporting expands upon what e-commerce information is available within Google Analytics. Enhanced Ecommerce provides additional information around shopping behaviors and checkout behaviors.  Examples of Enhanced Ecommerce Reports Enabling Enhanced Ecommerce (EE) looks to populate the information highlighted in the screenshots … Read More

How to Track Dark Social in Google Analytics

Nathan PatrickMatrix, Social Media, Web AnalyticsLeave a Comment

  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 analytics groups users into channels. … Read More

What Happened to My Precious Keywords?

Chris ThompsonMatrix, SEO1 Comment

(Not Provided) Increases to 51% of Referring Keywords In October of 2011, Google began encrypting search data in an effort to offer greater security to the personalized data of its users. As a result, the referring keywords used by people to find your content online were hidden in Google Analytics and replaced with (Not Provided). This was not a penalty … Read More

How Statistics Drive Smarter Marketing

Matt O'KeefeMatrix, Web AnalyticsLeave a Comment

  Online marketing is a complex, ever evolving combination of elements including timing, segmentation, and brand recognition.  Paid search marketing teams work diligently to find the perfect mix of these components in order to allocate resources properly, and generate pertinent client recommendations. While the correct use of the aforementioned elements are ‘tried-and-true,’ what about statistics?  Most of us have horror … Read More

SEO Experiments – Evolving the Parallel Path Organic Search Offering

Rick HobergMatrix, SEO1 Comment

 Parallel Path’s Chief Data Office-fur A Google search for “search engine optimization” will return upwards of 64 million results – the majority of which are tips, tutorials, and beginner guides. Every SEO has their own opinion on what factors and elements affect SEO and to what degree, but not everyone can back these opinions with relevant data. That’s why the … Read More

Case Study: Defining Value in SEO

Chris ThompsonMatrix, SEO, Web AnalyticsLeave a Comment

Our role as SEO consultants is to partner with organizations and to create value through search marketing. However, creating value can be a challenge for many reasons. Goals may not have been clearly defined, the execution of strategies may not be not be possible, or access to analytics data may be lacking or corrupted. Despite all of this, it is … Read More

SEM is Getting Harder (SEM is Not For the Amateur)

Tracy EarlesInbound, MatrixLeave a Comment

Tracy Earles VP of Marketing Inbound marketing is much more difficult than five years ago. Why? And why should it matter to you? Can’t a company run its own search marketing campaigns? The main reason that search marketing is more difficult is that it is more competitive. Advertising dollars are fleeing traditional media, like TV or print, and moving into … Read More

The Importance of Call Reporting & PPC

Bryan ConnallyMatrix, PPC, Web AnalyticsLeave a Comment

Bryan Connally Internet Marketing Specialist While many of clients I work with already have established and highly successful PPC campaigns, they are still looking for more ways of driving additional traffic and revenue. Since most of the time these clients already run highly targeted campaigns with proven ad copy and robust conversion rates, finding additional sources of traffic and revenue … Read More