Category Archives: digital marketing

Getting Started With Screaming Frog SEO Spider

Yoast SEO can help with optimizing website pages.  Screaming Frog SEO Spider can crawl your website and report where you may have issues with your technical SEO – such as missing meta-descriptions or canonical tags.  You can also use it to check if your analytics tags are present on all pages. Let’s get started!

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Using Yoast SEO

This post is a bit of a deviation from focusing on data and analysis. However, I thought I would cover something that is very important if you have a website and want to drive traffic to it (and I do work in Marketing Analytics, so…). Search Engine Optimization (SEO) is the process of optimizing the content on your site so that you have the best chance of being picked up by search engines (mainly Google).

If you are wondering how to begin with SEO, Yoast SEO could be the answer.  Yoast SEO is known for its WordPress plugin.  However, their plugin is available for other platforms, like Magento.  But, I will focus on the WordPress plugin in this post.  Once activated, there will be a Yoast SEO section for each page, post, category & tag.  

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One-Way ANOVA For Email List Segmentation

A one-way ANOVA is used to test a null hypothesis by comparing three or more sample groups from a population (a t-test is generally used if comparing two sample groups).  To use this method, we take a random, equal sample from each group.  Then we examine  the mean and variance between samples.

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Digital Marketing KPIs – Definition & Metrics

KPIs are the metrics that matter most to your business objectives.  These are numbers that, when they change, you stand up and take notice.  Most often, KPIs are a combination of more than one metric.  For example, ROI is a combination of revenue & cost metrics.  Revenue by itself can be considered a KPI, but it would be better if it was measured against something else, like this year’s revenue compared to last year’s revenue or actual revenue compared to goal revenue. Continue reading

Strategies For Measuring Digital Branding Campaigns

Digital branding campaigns are campaigns designed to boost positive awareness and recall of your brand.  They are not generally tied directly to revenue.

The challenge with digital branding campaigns is understanding what constitutes a successful campaign.  Since revenue is not the goal, creating measures of success is more difficult, but not impossible. Continue reading