Increasingly, websites are evolving into ecommerce platforms. This shift alters the role of analytics platforms from simply being diagnostic tools or means for measuring page views to vital ...

For a decade, marketing strategy was engineered to master Google’s “messy middle.” Today, the customer’s exploration and evaluation journey has migrated from the open web (PPC, Reddit, YouTube, ...

Shorter video spots are more effective than previously thought at influencing consumers throughout the purchase funnel, a model that describes the customer journey from first seeing an ad to buying a ...

The digital analytics industry has expanded rapidly, yet it continues to face a persistent challenge: explaining why customers behave the way they do. Despite widespread adoption of sophisticated ...

Last December, I introduced BEO, an acronym that represents three core strategies of acquiring customers online. Today we’ll revisit this concept and how we should think about marketing to visitors in ...