This week, watch in awe as Behaviour Flow becomes less migraine-y, some best practices for segmentation, predictive analytics takes a central role in Adobe's newest product offering, an honest and sensible view of GA Premium, and how to manage multiple client accounts in Google Tag Manager. Enjoy!
Behaviour Flow Gets Content Grouping
Hooray for diminishing spaghetti diagram
Behaviour Flow is one of those things that people seem to think they're failing to grasp -- it's not intuitive, but it looks like it should be. One of the reasons it lacked ease-of-use is the rapid disintegration of readability with larger sites. That all changed this week, when Content Groupings joined the party. Define groups of content for sections of your site, and see how people from different channels
interact with different parts of your site. Much better!
Best Practices for Custom Segments
Method, convention, and other awesome things
We all love segments, because they let us slice and dice data and, ultimately, learn more about our users and how they relate to us. Unchecked, however, segment creation can messy -- this simple guide to managing segments has some great tips for keeping things simple.
The Case For GA Premium
Not just another "deep pockets" post
The question comes up now and again -- who would pay $150,000 a year for Google Analytics Premium, when the free version does so much? There are actually some pretty logical reasons relating to scale, audience sizes, and support -- laid out in a very measured, calm way in this post.
Predictive Analytics in Adobe's Toolkit
Significant developments in Media Optimizer
Some interesting announcements this week at Adobe's EMEA Summit in London. They're developing the link between their core analytics offering and Media Optimizer, a tool that, as the name suggests, improves campaign performance by predicting what will and will not convert. Predictive Analytics has huge potential for the industry, and this move is a significant one.
GTM Corner: Managing Multiple Clients
SaaS example, but doesn't have to be
There was a neat little post by Dan Russell this week that really resonated here. For all GTM's strengths, it can be a huge pain to update a load of GA/Universal tags with different UA numbers, particularly when needing to replicate an implementation across multiple sites. By using the dataLayer to pass the UA number, that gets a whole heap easier -- a quick tip, but a very usable one.