Data Analysis

Buyer personas for optimal targeting

Buyer personas: get to know individual customers better

In online marketing today, one thing matters most: data, data, data. But what use is all this diverse information that you've been collecting and evaluating if you only use it to address a vague group of people? A better way is to identify the individuals behind the data and put the focus on them. Creating concrete buyer personas helps to ensure that your carefully planned-out marketing measures...

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...

Attribution models in online marketing

Attribution models in web analytics

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...

Cohort analysis – understanding user behavior

Cohort analyses – a quick insight into user behaviour

Tools like Google Analytics provide store and website operators with extensive data about customers and visitors. Performing an analysis of this information is crucial if you want to accelerate the success of your web project. Examining the database isn’t as easy as it sounds. Cohort analyses are becoming more and more frequent in online marketing to help companies define user behaviour and...

Demand generation

Demand generation – strategy for sustainable customer relationships

Demand generation and lead generation are two fundamentally different concepts, but are often used interchangeably. A prospective customer does not necessarily have to qualify as a lead in order to be valuable for economic gain. It could end up looking totally different, for example, when the customer or business partner enters into a long-term relationship with a company. Specialist know-how and...

Measuring success: Instagram statistics & analysis tools

Instagram for business – part 3: measuring success

Monitoring success is an indispensable part of advertising, and social media marketing with Instagram is no different. Without analysis, you lose the overview as well as optimisation potential, and your hard-won followers might withdraw. If you want to prevent this, you should keep a close eye on your account - with Instagram statistics or an Instagram follower analysis.

Google Data Studio for visual data analyses

Google Data Studio: setting the scene with your data

Data analysis is a purely theoretical matter for most people. But in order to provide the customer with information, it’s important to be able to visualise sets of data. With Google Data Studio, you can summarise data from different sources into one handy report. Our guide gives you an overview of Google’s latest offering.

Create your own visitor counter: How it works

Visitor counter: Create a counter for your website

At the start of the internet, a visitor counter on a website was a classic marketing instrument that significantly helped the success of a web presence. Today, the practical scripts are primarily used for presenting click numbers on specific content, such as videos or blog entries, as well as for collecting basic user data for web analysis. If you don’t want to rely on free or paid downloads, or...

What is data-driven marketing?

Data-driven marketing: from big data to smart data

Throughout the internet, users leave behind digital footprints: whether it’s while browsing your favourite sites, taking a look at different products or offers, or even just googling an address. With the help of analyses and algorithms, data-driven marketing makes it possible to connect the dots and find relationships. Marketers are able to extract important information from these findings in...

Newsletter KPIs: indicators in e-mail marketing

Click rate & opening rate – newsletter KPIs in e-mail marketing

In e-mail marketing, KPIs (Key Performance Indicators) are extremely important for analysing campaigns. Various indicators can help you to determine the final success rate of your marketing activities. But how exactly can you measure metrics like a newsletter’s conversion rate, opening rate, and click-through rate? And which other KPIs are important?