Web Analytics

  • Add weather information to your Google Analytics with Tealium

    In this article I’ll explain how to add weather information to your Google Analytics data using Tealium. This article is rather technical, so if words like JavaScript, JSON, PHP and server scare you, this article might not be the right article for you.

    Collecting the weather data

    First we need to collect the weather data for

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  • Attribution Models - An Introduction

    Attribution (modelling) is a hot topic in digital marketing. All stakeholders have been focussing more and more on attribution: companies, agencies and especially big players like Google have been working and pushing on this subject. The “Why?” is quite clear: since measurability is the big advantage of digital marketing, it’s only logical

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  • Carglass - Data-Driven creativity & automation as a basis for exponential ROI growth

    Introduction

    When people are confronted with a broken car window their first reflex is often to go to the Carglass website and start registering their case. However, we saw that funnels are often abandoned, even though people have damaged windshields.

    This is unfortunate for Carglass because people seem to lose the urgency

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  • Digital Advertising in 2017 - It’s not the same

    The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming programmatic, voice search is trending, we monitor

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  • Enhance Ad Campaigns with Weather Data - Part 2

    Introduction

    A few months ago I wrote an article on “enhancing ad campaigns with weather data”. The goal of this first article was to explain how, from a technical

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  • How Google shut up the Apple ITP announcement

    Back in June, Apple introduced Intelligent Tracking Prevention (ITP) which goal is to limit third-party trackers from capturing cross-site browsing data. Only a few month later, Google thumbs at Apple nose and comes up with a

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  • How to implement a good online local strategy?

    Relations between headquarters (HQ) and franchisees are not always easy to manage. They depend on each other as much as they count on each other. Today one of HQ’s main challenge is to understand how to best support its franchisees in their online transition/transformation. This kind of problematic is valid for lots of different industries

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  • How we used the Measurement Protocol to track Spotify saves in Google Analytics

    Unless you’re a real Google Analytics geek, you’ve probably already heard from the Measurement Protocol but haven’t seen any applications besides the coffee machine video. This video suggest you need to be McGyver in order to be able to work with the Measurement Protocol. Sure, you

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  • Is your organisation ready for Google Analytics 360?

    More and more organisations are looking into making the switch towards the Google Analytics premium version and related paid products, called the “Google 360 suite”. It is however

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  • My web analytics data is not perfect, and I’m OK with it

    Data quality is undoubtedly a key part of any successful data-oriented decision. Shit in. Shit out. And because it’s a success enabler, there is absolutely no reason not to heavily invest in it. Except, there is!

    As a foreword, I should mention that I’m not trying to say there’s no need to aspire for accurate, precise,

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  • Taking Google Analytics Intelligence for a quick spin

    Artificial intelligence and machine learning are two concepts that will lie on the lips of every marketer in 2018. Google is one of the parties involved pushing the research in this field to the next level. This year, we see shimmers of this technology coming through in Google Analytics. First there was Data Driven Attribution for GA360 users

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  • TealiumIQ vs Google Tag Manager

    Tag Management Systems are omnipresent in today’s Digital Marketing & Web analytics industry.  TMS’s emerged in the late 2000’s to address the many opportunities and challenges posed by the explosive growth in digital marketing solutions.
    Tag Management Systems help companies to strategically manage their (online) data-architecture...
  • What does it mean to be data driven?

     - What does it mean to be data driven ?
     - “Being data driven is not a matter of data…”

    It’s not because someone is collecting huge amounts of data or is continuously looking into their dashboards or any other tools that he or she is data driven. The volume of data you are gathering and the way you follow-up on

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  • What is a Datalayer? An introduction

    Introduction

    The concept “datalayer” is usually presented as the enabler to implement a lot of digital advertising/analytics projects. But datalayers stay unclear for many actors.
    This article will introduce the datalayer by explaining simply what it is, the business advantages and the state of mind to adopt in order to

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  • Why Google leads Omnichannel Measurement ?

    The launch of the Store Visits in Google Analytics

    Big News! You might have heard it. Recently Google released a new beta feature: “Store Visits” for Google Analytics. What is it? Long story short, it allows to measure the link between website sessions and in-store visits.

    How does it work from a technical point of view ?

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  • Year in Search 2017: These were the biggest trends & changes

    This report highlights some of the biggest search trends impacting the industry in 2017. The trends revealed deliver influential insights for advertisers to respond and adapt their strategies accordingly. In a nutshell, smartphone usage is still transforming our world. Technology is growing at an exceptionally quick rate changing the customer

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