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Understanding significance testing in marketing

Whether you are new to data management and modelling, or a seasoned pro, it is easy to get confused with the terminology and approaches when it comes to significance testing. Significance testing is used to understand results of almost any quantitative activity.  In marketing it is often used in research, customer relationship management (CRM) activities, …

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5%

Working with a large UK e-commerce company, the Head of Marketing has a rough rule of thumb for splitting revenue when budgeting. They apportion it as: 1/3 on product development and sales support 1/3 on marketing 1/3 contribution towards costs and overheads & profit The company’s profit is about 10% of revenue. The Head of …

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How to improve the accuracy of your site’s analytics

When it comes to measuring a website’s effectiveness, most people’s first point of call is their site’s analytics.  In doing so they’re willing to accept a generic tally for ‘user’ numbers and ‘user activity’. In reality though, this gives limited information to: Really understand engagement levels of those users Evaluate how the users came to …

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Reducing a website’s bounce rate

A common question we’re asked by businesses seeking our help with their analytics’ data is how to reduce a website’s bounce rate. For the unfamiliar, the bounce rate represents the volume of users who land on a page in your site and decide to leave without going to a second page or triggering a custom …

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How to get more conversions on your website’s product pages

Many businesses report that customers are taking their time when researching their products or services.  There’s often a significant delay between viewing product information on a web page and actually getting in touch with sales teams or buying through the site’s ecommerce platform. In fact, one business we recently supported tracked an average of 7 …

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Article Google Analytics

Google Analytics Alternative?

How does WebFusion compare to Google Analytics Premium and Adobe?   WebFusion was originally designed for eCommerce companies as a more affordable alternative to Google Analytics’ (GA) free version or premium (x360) and Adobe. We did this because, as consultants, we were constantly restricted by the current tech’s limitations. Many of our clients would have …

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Why one all-encompassing attribution model is elusive

When assessing their marketing’s impact on the customer journey, many businesses crave an all-encompassing single attribution model.  They want one tool which will assess how well different aspects of their marketing campaigns and digital assets (such as their website and social media accounts) performed in making them visible to customers and enticing them to buy. …

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