Google Home vs. Amazon Echo – A comparative study

The best smart speakers: Google Home vs Amazon Echo

 

Google Home vs. Amazon Echo – which smart speaker is best? Google Home is the first major competition in a field dominated by the Amazon Echo. But which one is a better smart speaker? Which of the two speakers answers your questions more reliably and accurately? Which one has the...

 

A/B testing for website optimization

What is A/B testing?

Your product range is complete, the technical implementation is finished, and with the help of web designers and graphic designers, you have created the perfect visual concept for your online shop. But what happens if clicks and conversions fail to materialise? Sometimes it’s down to a small aspect like a colour, a button, or how single elements are arranged: any of these can dissuade website...

KPIs in online marketing

KPIs (key performance indicators) in online marketing

In the world of online business there are various performance indicators which are used to measure the success or failure of a business. In the e-commerce and publishing sector, analytical tools enable you to develop various optimisation measures based on KPI's as well as allowing you to get the most out of individual pages and campaigns. The tools can be used to uncover any weaknesses and show...

Tips for successful A/B testing

6 tips for significant A/B tests

Your website or online store is finally ready, but you still need to adapt and optimise it. Even small changes, such as the position of a form or CTA buttons, can have a positive impact on your business. Running simple A/B tests enable you to check certain hypotheses and test them accordingly. But if you decide to use A/B testing to help your company succeed, you need more than just the right...

What is machine learning? How machines learn to think

Self-learning systems: how does machine learning work?

Artificial intelligence has fascinated us for centuries: Countless books and films about robots and computers that behave like (or not like) humans testify to both the enthusiasm and concern we have for artificial intelligence. But how do machines get so smart? We explain how machine learning works, where it is already being used, and how self-learning systems can revolutionise the world of...

Attribution models in online marketing

Attribution models

Any marketer will tell you that getting your marketing strategy right is the most important thing for businesses online. To reach your potential target group as effectively as possible, it makes sense to have an ideal mix of different advertising channels. But how do you know that you’re spending your marketing budget in the right areas? Which ad channel is the best one for you to invest in? This...

WDF*IDF: The Formula for better Content

WDF*IDF: What can the SEO miracle formula really do?

One of the most important tasks when it comes to designing your own website is creating and publishing high-quality texts. They shouldn’t just be highly relevant and readable, they should be optimized for search engines to rank highly as well. While the days of using keyword density as a quick path to success are over, semantic analysis methods like WDF*IDF are becoming more and more important to...

Buyer personas for optimal targeting

Buyer personas: Getting to know your customers better

When it comes to online marketing, data is what counts most today. But what good is the information you have collected and analysed if you address indefinite groups of people in your messages? It is better to identify the people behind the data set and focus on them. Creating concrete buyer personas helps to better align marketing measures with the target group.

What is Big Data?

Big Data: definition and examples

When we shop online, book holidays, and search for gift ideas, we hardly give a second thought to the fact that each search entry leaves behind a trail of our identity. Busy web bots are never far behind and sweep up this information. The result of all of this is Big Data: massive volumes of data that is analysed and used for a variety of reasons. But is there reason to be wary of leaving behind...

Kibana tutorial

Kibana dashboard tutorial for beginners

If large amounts of data have to be indexed and structured, the license-free engine, Elasticsearch, is a popular solution. The Kibana web interface is often used to present the processed data in an appealing form. Together with Elasticsearch and Logstash, this forms the so-called ELK stack. In our Kibana tutorial, we explain step by step how to get the server application Kibana up and running and...


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