Analytics: What's to come in 2016?

| 04 Jan, 2016

Undoubtedly, 2015 has been a tremendous year for analytics, reaching an even deeper penetration within the digital ecosystem. Measuring and understanding user behaviors across our online assets (websites, apps, etc.) is necessary to properly set up data-driven optimization plans, and it remains high on the agenda as we head into 2016.

The potential of analytics is huge and we here at Jellyfish would like you to be aware of the capabilities it has to offer and how you can make the most of it. Here are the hot topics we think will be the biggest analytics talking points in 2016.


CRM Integration Š—– Getting beyond the online conversion

Most customer relationship management (CRM) data can be integrated with your online data simply by finding methods to track and combine user footpaths.

CRM Integration is achieved when using the Google Analytics' functionality called the Measurement Protocol, or utilizing Adobe Analytics and Customer Attributes. Or your company may benefit more from the services offered by some of the Tag Management companies, such as Tealium Audience Stream or Signal Fuse, especially if you are looking into content personalization.

Measurement Protocol

See our Measurement Protocol Case study.

Discussions about optimizing marketing campaigns towards offline conversions have become real in implementing a new measurement framework. You'll need to determine what keywords or campaigns have a higher CPA (cost per acquisition) towards offline conversions. Find out how we can help you with this by getting in touch.


Cross-Device Measurement and Attribution


What if we could track a user when they use multiple devices to access your website and apps, and understand the whole picture of your marketing efforts in terms of online sales/leads?

If you have login functionality, you can easily use the custom User ID in Google Analytics to track your users. At Jellyfish, we have implemented this with some of our clients and itŠ—'s hugely helpful.

Find out how you can implement cross-device and cross-platform tracking here.


App Tracking

Mobile applications are part of the real world now. In most businesses, mobile campaigns are a big part of their marketing efforts. Are you already using your app data, tracking your revenue, and understanding at which point users upgrade (or not) from Freemium to Premium?

As mobile becomes an essential Š—…shortcutŠ—È for most of our daily activities Š—– e.g. checking the price of gas, or the stock of a product before going to the store Š—– clients will be more aware of the capabilities of tracking and understanding the strengths and weaknesses of their mobile sites and apps.

An app can be performing well, but does that mean it is performing to its highest capabilities? Analytics data will answer that question and App tracking will continue its growth.

We can measure and optimize in-app, as much as we can with a website. Google Analytics or Adobe Analytics app tracking are the perfect tools. Contact us to find what you need to understand your apps, weŠ—Èll define with the perfect plan for you.


Tag Management


As digital marketing spend increases across dozens of platforms to drive traffic to the websites, new pixels need to be added to the site.

Tag Management platforms allow a single platform to administrate all of them, plus it increases flexibility when making changes or performing new implementations.

What is the best solution for my business? Should I opt for a free version like Google Tag Manager, or do I need a premium platform based on my requirements? Reach us to get advice.


Attribution Modelling

A user needs to be informed and educated accordingly before commiting to acquiring your product, or even more, becoming loyal to you. Our job as a marketers is to drive and push them, to make them aware of the capabilities. But itŠ—Ès essential we start using it to know the impact of Š—“DJingŠ— with budgets across channels and understand what combination provides the highest performance.

Attribution Modelling is the right tool to understand our channelŠ—Ès data and will give the ability to look at a more realistic picture of our ad spend and revenue.

WhatŠ—Ès the best attribution model for my business? What can premium tools (Google Analytics Premium, Adometry, Convertro, etc.) do that others cannot? What are the capabilities and limitations of each? We can help. Get in touch today to find out how.


Exceptional Reporting

Reports and graphs are meaningless if they donŠ—Èt follow the 10/90 rule, 10% for the cost of the tool and 90% for the cost of analyzing or adding value to the data, or without any additional input.ξ If we want to understand the story the data is leaving behind, we need to become part of the same story.

Asking the right questions and finding their answers is part of the data analysis we do. Data never lies, but its answer is sometimes behind the scenes. And we love discovering it!

We can provide resources for analyzing your data, or we can alternatively help you to achieve it with our Analytics Insights tailored course.


Data management Platforms

And to finish an emergent one. Data Management Platforms (DMPs) are part of the trendy Big Data growth. Companies are storing billions of sets of data (online/offline), and DMPs are defined to provide Š—“function of data collection, translation, classification, indexing and storage.Š—

Extracting the data from analytics platforms is not that straight forward and extensive Š—…queriesŠ— of data will have to be created. Big Query, SQL, R and many other languages/tools will facilitate this task. Contact us to find the best way to extract your data.

Do you have anything to add to the topics discussed above? Or are we perhaps missing any other? Join the conversation!

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