How T-Mobile Brings Its "Un-Carrier" Image to Social Media

By Dan Gingiss When you’re in the telecom industry, are known as the “Un-carrier”, and your CEO has 2.2 million followers on Twitter, you need to be ready for just about anything in social media.

Source: Social Media Today

    

How to Embrace Your Quirkiness and Build a Profitable Business

By Pamela Wilson

We are … how shall I say this? Unusual around here.

  • Our Founder and CEO is a reformed lawyer-turned-marketer-turned-serial-entrepreneur-turned-who-knows-what’s-next.
  • Our COO runs our galaxy when he isn’t keeping our company running.
  • Our CCO rocks hot pink hair and an unmistakable style.
  • Our CFO has remade himself as a LinkedIn shock jock.
  • Our CPO promotes a minimalist life with maximum heart.

I could go on.

Company meetings feature an eye-popping variety of hair colors, styles of dress, and tattoos of all shapes and sizes. Our hobbies range from geeky (please don’t get us started on Marvel comics movies) to traditional (ask Andrea about quilting or check in with Rebecca about what she’s knitting).

Pets? We have plenty of dogs and cats. Turtles, too. Horses of all sizes. A goat named Frankie.

And we speak multiple languages. There’s English (obviously), but also French, Italian, Polish, Portuguese, Punjabi, Romanian, Russian, Spanish, and Urdu.

That’s all to say … we’re kinda weird, you know? Diverse. We have personality.

Wait … you too?

I’m betting you’re a little quirky, too. Why else would you hang out with us?

There are plenty of websites that could teach you about using content marketing to build an online presence. But you’re here reading Copyblogger.

Let’s turn that around and think about your situation:

There are plenty of people who will resonate with your particular brand of quirkiness, too.

But only if you let it show. And that’s what today’s post is going to spell out how to do.

Seriously weird. And weirdly serious.

As Demian Farnworth loudly proclaimed in Conquer Content Shock with Illegitimate Ideas, and I talked about in Defy Convention or Be Forgotten, there are distinct business advantages to embracing your unique, quirky style.

Weirdness stands out. Weirdness is remembered. And weirdness — as long as you’re not insulting, degrading, or a train wreck — can make your brand seriously unforgettable.

But how do you find your unique writing voice? And once found, how do you go about expressing it?

That is the question. And here are my four succinct answers.

1. Say your words out loud, and then write them down

One way to pinpoint your quirky voice is to actually use your voice when you write.

You can do this several ways:

  • You can say what you’re thinking out loud and write it down exactly the way it comes out of your mouth.
  • You can use a voice-to-text system that captures your speech and turns it into words that you edit later.
  • You can record your thoughts into your phone and transcribe the phrases you use when talking about your topic.

As you become more proficient in writing using your own voice, I recommend you read your final draft out loud.

Sometimes hearing your words spoken aloud can help you identify places where they don’t flow or aren’t expressing your voice accurately.

2. Shake free from all those rules and regulations

You’ll be happy to know that you will not be graded on your work. There are no roaming bands of English teachers hovering over your content with their red pens.

Oh sure, it’s wise to follow standard usage, but that’s mostly because it’s the best way to ensure you’re understood.

And yes, your helpful readers may occasionally point out an embarrassing gaffe. You’ll survive. A quick edit plus a click on the update button and your mistake will disappear.

Those rules you dutifully followed so you could get decent grades in your English classes can be loosened up to allow for greater self-expression.

So go ahead and write conversationally: End your sentence with a preposition. Go crazy and italicize words for emphasis. Add an ellipsis if it helps build suspense

3. Stand on the foundation of your expertise and experience

There’s nothing more delicious than attending a get-together with friends and having someone ask you about the topic you’ve obsessively studied for years.

They seem genuinely interested. They ask probing questions. And you have the opportunity to wax poetic about your most-loved subject for a full 10 minutes.

You don’t stumble over what to say. You don’t put on airs or pretend to be someone you aren’t.

Your words flow effortlessly because when it comes to this particular topic, you’re a natural authority.

When you write from a place of comfortable mastery — whether you’re still a beginner or you’re a certified expert — your voice shines through as confident, unforced, and authoritative.

4. Step out from the shadow of the writers you admire and write it your way

If you find yourself trying to mimic the style of a writer you admire, you’re not alone.

Even the most experienced writers — the ones you may try to emulate as you write — have writing heroes. It’s not a bad thing.

One thing that unites truly great writers is that they have written enough to peel back the layers of imitation that might have grown around them. They write from a place deep inside that doesn’t sound like anyone else.

The only way to find this place is to write.

It’s only through writing — a lot — that you’ll find a voice that you own 100 percent.

To find your own quirky voice, write. Then write some more.

Be loud and proud, and don’t be afraid to share who you are

Sameness is the enemy online. We’re all fighting a battle for eyeballs, attention spans, and brain space.

How can you stand out?

  • Tap into the quirky traits that make you who you are. What are they? Write them down.
  • Emphasize these traits in your work: both in the voice you write with and the way you present yourself on social media.
  • Serve up your unique voice consistently over time.

It may take some work to find what’s unique about you and your business. And it will take some practice to feel comfortable expressing it.

But when you make the effort, you’ll see the payoff.

Want to get attention and keep it? Embrace your quirkiness!


Build a profitable business based on your unique approach

Authority is our content marketing training and networking community designed to help you pinpoint your quirky voice and build the skills you need to profit online.

Enrollment is closed for now, but put your name on the Authority interest list by clicking on the button below. We’ll let you know when doors open again.

Join the Authority interest list

The post How to Embrace Your Quirkiness and Build a Profitable Business appeared first on Copyblogger.

Source: Copy Blogger

    

Remembering Klout: how ‘influence’ has changed over the years

By Tereza Litsa

klout2

I came across a tweet the other day from a follower giving a +K to another user, which serves as a reward for someone’s expertise, and it reminded me that Klout is still out there, although I haven’t visited it for years.

What is Klout?

It was back in 2008 when Klout was introduced to everyone as an online platform measuring social media influence. Klout aggregates a user’s performance (ranging from followers to engagement) among several social networks in order to calculate the Klout score, counting from 0 to 100, depending on the online influence someone has.

Although it wasn’t the only site that attempted to measure online influence, Klout quickly became popular for its measuring algorithm, which was a mystery for many years.

Image source: Garry McLeod

How we became obsessed with our score

It was in 2012 when Klout reached its peak popularity, as passionate social media users became obsessed with their Klout scores, looking for ways to improve their numbers and then use them accordingly as a way to prove their online credibility.

In fact, it was believed back then that a high Klout score could lead to great rewards, both in the online and offline world, and a new form of rising influence with endless opportunities.

klout1

Many companies were fascinated by this measurement platform that allowed them to separate the influencers from the average Internet users and they even turned a high Klout score into a job requirement for their hiring process.

Klout realised its rising power and launched ‘Perks’, a service that rewards influencers with perks coming directly from companies that joined the program.

It was the first time that users could officially monetise their online influence with actual rewards, and they were happy to do so.

However, Klout Perks disappeared at the end of 2015, as Lithium Technologies, the company that bought Klout in 2014, decided to focus mostly on the algorithm and its powerful social data.

klout trend

Why we moved beyond the Klout score

Klout recently released a paper analysing how its score is calculated and all the factors that determine the measurement of a user’s influence.

According to Klout, its scoring system processes 45 billion interactions daily and analyses 3,600 different actions that define the score that is assigned to its 750 million users from nine networks (Facebook, Twitter, LinkedIn, Google+, Youtube, Lithium Communities and Wikipedia).

Klout-Data-blog-image

Image source: Klout

Although the algorithm takes into consideration many factors to determine a user’s influence, it still doesn’t include rising social networks, such as Snapchat and Vine, or it doesn’t consider Pinterest and blogging platforms, despite the fact that a user may connect these to a Klout profile.

Thus, Klout struggles to keep up with all the changes on social media and this inability to include the rising social networks on its measuring algorithm makes its score incorrect, or at least, not as relevant as it hoped to be.

the worst class i took in college was a social media class. we got graded based on our klout scores. i can’t believe someone approved that.

— Maya Kosoff (@mekosoff) March 28, 2016

It’s not that we got past our vanity to measure our social presence, as it may still serve as an indication of someone’s influence, but we now seem to realise that we can’t take it as seriously as we did, if we ever did.

How do we define social influence today?

Klout might not be the primary measurement of influence anymore, but social influencers gained significant power lately, turning their social recognition into a profession.

Many brands seek online ambassadors to promote their products and Instagram appears to be their most popular choice, as it blends the visual appeal and the increasing engagement with the business leads.

Although the number of followers is still important in many cases, it’s certainly not an indication of a user’s influence, as a number may be misleading (and that’s also the case with Klout and how we stopped relying on just a number).

oakley

Tyler Oakley started creating videos while he was in college and he counts today more than 8 million subscribers, turning his hobby into a profitable job.

It’s the engagement an influencer creates and the ability to affect users that matters most to brands, and this can be analysed today through numerous platforms, or simply by taking a closer look at a user’s online presence.

What’s more, what Klout failed to depict was the fact that every platform is different, which means that it also leads to a different type of influence. Social influencers nowadays may focus on a specific platform, or they may create a unified social presence, which requires the necessary attention on each social network separately.

klout obama

For example, Barack Obama, Donald Trump, Kim Kardashian and Justin Bieber, who all have a Klout score higher than 90 out of 100, belong to the social influencers that are all over the web and may use their social power every way they want.

However, the freedom of social media and the call for authenticity created a new type of influencer, the self-made ones that usually focus on a single platform and create an engaged community who is ready to listen to their suggestions and their reviews. Though they cannot be compared (yet) with the influencers mentioned above, as they don’t have the same exposure to media, they still manage to build a solid presence, which makes brands chase a collaboration with them.

klout oakley

Natasha Oakley is considered one of the biggest influencers in the swimwear fashion industry in 2015 and counts 1.7 million followers on Instagram, also promoting her own swimwear brand.

Yes, social influence gets more complicated day by day, but it’s another sign how social media is maturing and so does the users’ influence.

It may not be easy to consider yourself a social influencer, but this makes it more challenging, and usually more rewarding.

Source: Search Engine Watch

    

Okay, now Google’s Artificial Intelligence Division is just showing off

By Adam Stetzer

metropolis

In Seoul, South Korea, a Google-created artificial intelligence has been squaring off against a mortal man in the 2,500-year-old strategy game, called Go, that’s several orders of magnitude more complicated than chess.

When it was finally over, Google’s AlphaGo won four out of five matchups, making AlphaGo a role model for young artificial intelligences everywhere.

How did the robot pull off such a decisive win?

Wired reported that “AlphaGo relies on deep neural networks—networks of hardware and software that mimic the web of neurons in the human brain. With these neural nets, it can learn tasks by analyzing massive amounts of digital data.”

That’s bad news for SEOs the world over, because Google isn’t just using neural nets to beat Koreans at board games, it’s also using these advanced networks to make their search results more efficient. And in the process Google might just create the artificial intelligence science-fiction authors have been dreaming about for decades.

When will Google become sentient?

For eons, our foremost philosophers and scientists believed that man’s ability to make tools set him apart from the animals. It was actually Jane Goodall who smashed this macho theory to bits after she witnessed chimpanzees making rudimentary tools.

Now, many scientists instead believe that it’s our unique capacity for language that truly sets us apart from the beasts of the world. In the quest to give birth to artificial intelligence, computers’ inability to comprehend human speech is one of the main stumbling blocks – as anyone who’s ever tried to talk to Siri can attest.

Yet we’re getting closer to that Brave New World every day, and in many ways Google is leading the charge. Not only does the company control one of the most complex computer networks on the face of the planet, but by necessity Google is making major strides in Natural Language Processing.

Because search engines can’t (yet) understand a piece of content or search query the way a human does, the company uses advanced algorithms to analyze the semantic content of content. Recently, Google started using neural net technology to push its NLP efforts forward.

And while Google is using machine learning to bring you more relevant search results, and Apple is doing the same to make Siri more useful, both tech companies are striking at the very core of human consciousness.

How long until Siri can pass the Turing Test?

This March it seemed like every website on the internet covered the story about Siri and Cortana responding to questions about violence and suicide. As Gizmodo summed it up, “Siri Is Woefully Ill-Equipped to Help With Your Mental Health Problems.”

Clearly we haven’t quite cracked the secret to artificial intelligence, even despite recent breakthroughs in machine learning (see my earlier post on Google’s RankBrain).

So why does it matter that Siri, Cortana, and Google Now still struggle to understand even basic questions?

Alan Turing, the father of the computer, is known for many things, but AI geeks remember him best for the so-called Turing Test. The test has evolved through a number of different versions over the years, but simply put, the Turing Test is a method for determining whether a computer can think like a human being.

ex machina robot

Per the Webopedia version of the experiment…

“The test is simple: a human interrogator is isolated and given the task of distinguishing between a human and a computer based on their replies to questions that the interrogator poses. After a series of tests are performed, the interrogator attempts to determine which subject is human and which is an artificial intelligence.”

If a computer can genuinely pass the Turing Test and convince a human that it’s a fellow living, breathing, talking person, then that machine can fairly be called Artificial Intelligence, with a capital AI.

One day, when you pull out your smartphone to ask Google or Siri a question, instead of returning a list of search results, they just might answer back.

Source: Search Engine Watch

    

A Comprehensive Guide to Tracking Offline Interactions in Google Analytics

By Tom Capper

The trouble with web analytics is the possibility of it telling you lots about your website but nothing about your business. A browser is not the same thing as a customer, and yet we forget this in the data that we use to optimize our marketing efforts. Using Google Analytics, part of the solution to this problem is User ID, which allows us to track users as they move between multiple browsers, as long as they log in along the way. However, a lot of the most important interactions in a customer’s journey might not take place in a browser at all – instead they’ll take place in a shop, or over the phone, at an event, or in the customer’s inbox. In these cases, it might be that you can draw together these interactions with your existing Google Analytics data using Measurement Protocol.

Introduced with Universal Analytics, Measurement Protocol is an alternative way of sending data to Google Analytics that gives you far more control than traditional on-page code – allowing you to send custom hits associated with specific users, even if no web pages were involved.

In this guide, I’ll look to explain what can and cannot be done with Measurement Protocol and how to deploy it in practice. Primarily this will be focused on the use case of lead tracking, but the lessons here apply to any application of Measurement Protocol. I’ll also offer some tips and caveats from our experiences deploying Measurement Protocol solutions with our clients.

If you’re not already confident with Google Analytics, you might want to check out Google’s own Digital Analytics Fundamentals before you read further, or at least this guide to how sessions are calculated.

The importance of offline steps

Measurement Protocol stays within Google Analytics’ paradigm of hits, sessions, and users – it’s another way of sending a hit besides the more traditional JavaScript snippet approach.

Looking at our attribution reports in Google Analytics with a purely on-site implementation, we might get the impression that a user:

  • Discovered us when our great content was shared on social media
  • Came back via organic and decided to get in touch
  • Later signed up to attend one of our meetups

If this is a lead generation site, we’d probably be very pleased to see a journey like this, but there are two problems with it. Firstly, it doesn’t actually tell us whether this turned out to be a good lead or a bad lead – should we invest more in content, or does this content just bring in leads that turn up to an event then go dead? Secondly, we risk seriously misunderstanding what it is that turns a website visitor into a likely customer – simply by failing to record steps in the process that might not have taken place on the website.

The journey above might actually look more like this, with offline interactions shown in blue:

  • Discovered us when our great content was shared on social media
  • Came back via organic and decided to get in touch
  • Was called by the sales team, who brought up the topic of relevant upcoming events
  • Later signed up to attend one of our meetups
  • Spoke with the team at the event
  • Arranged a contract over phone and email

Adding in these offline interactions, we have a far fuller view of what this customer’s path to conversion actually looked like, and we can confirm that this was a “good” lead of the sort that we might want to attract more of – rather than just ending the funnel at lead generation.

Use cases

The example above is probably the most common use-case – lead generation. However, we can actually use Measurement Protocol in any situation that meets the following criteria:

  • Users making themselves uniquely identifiable to CRM, e.g.:

    • Customer number
    • Email address
    • Username
  • Non-website interactions that happen after this fact but where the CRM could be referenced, e.g.:
    • Phone call
    • Email
    • Live chat
    • In person (store / showroom / branch / event)

More broadly, you could use Measurement Protocol for any of the following:

  • Conversions that occur away from your website
  • Steps toward conversion that occur away from your website
  • Engagement with your brand that occurs away from your website

In each of these cases, what you’d want to send to Google Analytics is a little different. For example, if you want to record steps towards conversion, you probably want to give them a medium, whereas if you want to record the conversion itself, you want to attribute that to the medium of a previous session. Which brings us neatly to the setup process.

Attribution using measurement protocol

Measurement Protocol sends data to Google Analytics using a GET or POST request to a given URL. The parameters added to this URL are the data itself. There has to be a hit of some sort (such as a pageview, event or transaction), and the time of that hit cannot be overridden – for instance, you cannot place an additional hit into the middle of a session that occurred yesterday. Nonetheless, this facilitates accurate attribution of offline interactions, due to an oft-maligned quirk of Google Analytics – that it uses “last non-direct click” for everything, including the sources and mediums of sessions themselves. As Measurement Protocol hits are by default “direct”, “last non-direct click” attribution causes them to inherit attribution data from previous sessions.

So, for example, if we sent a hit to Google Analytics with no source (i.e. a direct hit) when we spoke to the customer at the event on the 12th of December in the above table, this session would be attributed by Google Analytics to “email”, the last known non-direct source for that Client Id. The only exceptions are if more than 90 days have passed since the last session with a non-direct source, or if you override attribution data in your Measurement Protocol hit.

The last missing component here is matching the customer at the event to his last known session. Typically, the way this works in practice is that wherever on the site a user can be added to the CRM, their clientId is added as an invisible field. Then if we want to send offline interactions recorded in our CRM back into analytics, or send website visits recorded in our analytics into our CRM, we have a unique value that we can use to match browsers to people.

Setup

Setup part 1: Prerequisites

Measurement Protocol requires a Google Analytics account that has been upgraded to Universal Analytics. While it’s been a long time since we’ve seen one that hasn’t been upgraded, you can check yours to be sure by going to the Admin menus and checking for Universal Analytics features like the “Referral Exclusion List”.

This guide is also written under the assumption that you’ll use analytics.js tracking code (or, equivalently, a Universal Analytics Google Tag Manager tag).

Setup part 2: Collecting client ID

Client ID is used by Google Analytics to uniquely identify browsers, and it’s a required parameter for Measurement Protocol hits.

It’s worth noting here that if you have multiple tracking IDs per page, users will generally have the same Client ID across all of them, so you don’t need to worry about getting the right one. You can confirm this yourself by following step five here and looking at the query parameters of individual Google Analytics hits on your site:

There are multiple ways to collect a user’s Client ID, in order to send it back with your Measurement Protocol hits. I’m going to cover two here. The first is built into Google Analytics itself:

(source)

This works if you have regular on-page tracking code, and we’d recommend it if you do. Obviously in your case you’re going to want to do something more than just log the Client ID to the console, but we’ll get onto that later.

The second method involves extracting the Client ID from the Google Analytics cookie. I’ve stolen it from Simo Ohava’s post here (number 6 in his list). The good thing about this method is that it’s robust to both Google Tag Manager and on-page Google Analytics code implementations. You’ll need a series of Google Tag Manager Variables. First is a 1st Party Cookie Variable, using the Cookie Name “_ga”:

Next up is a custom JavaScript variable to extract the Client ID from the first variable:

Once you have this, you can reference the second variable (in my case above, {{ClientID from Cookie}}) when you need it for your CRM. Which brings us neatly to:

Setup part 3: Bringing client ID into your CRM

I’ll offer very little detail here, because it’s going to vary so much from one CRM to the next. In all cases, however, you need to add an additional invisible field to all forms where a user can enter your CRM. You might also want to expand when this is – for example, by ensuring that all email collection on your site is integrated with your CRM. Using this invisible field, submit your Client ID collected from the previous step to your CRM, so that it is always attached to that person.

If someone ever accesses your site again with a new browser and identifies herself or himself (for example by signing in), you’ll want to update this Client ID so that it’s always set to the browser (and thus channel, landing page, device etc.) from which they most recently accessed the site.

Setup part 4: Recording interactions

You send data back to Google Analytics by making POST or GET requests to www.google-analytics.com/collect, for example by making requests with PHP cURL – if you’re unsure on this, it might be worth speaking to your dev team. The parameters of the URL you request are then filled with the data you wish to send. You can do so over HTTP or HTTPS.

In some trickier cases, such as email, you could consider doing this by having a single-pixel image with a source that is set to the Google Analytics URL you wish to request.

Google has a handy tool here to help you build up the URLs that you wish to request, but I’ve outlined the ones you really need to know here:

Parameter

Required?

Explanation Example
v Required Protocol Version v=1
tid Required Tracking ID tid=UA-123456-1
cid Required Client ID cid=213725098.1449428391
t Required Hit Type – typically pageview, event or transaction. t=event
dl Required for “pageview” hit type Document Location – if your hit is a pageview, this is where you set the URL for that page. Must be encoded as a URL (see example). dl=http%3A%2F%2Fexample.com
ec Required for “event” hit type Event Category – if your hit is an event, this is where you set the category, just like you would with a regular Google Analytics event. ec=MyEventCategory
ea Required for “event” hit type Event Action – if your hit is an event, this is where you set the action, just like you would with a regular Google Analytics event. ea=MyEventAction
sc Optional Session Control – set to “start” if you’re worried about continuing a user’s previous session within your session timeout window (default of 30 minutes). Set to “end” if you’re worried about a user continuing the session you’ve started within your session timeout window (recommended). sc=end
aip Optional Anonymize IP – set this to 1 if the IP (i.e. office) from which you’re sending requests is filtered out of your reporting view (recommended). aip=1
sr Optional Screen Resolution – necessary if you’re filtering out screen resolution (not set) traffic to reduce Measurement Protocol spam. sr=1024×768
dh Optional Document Host Name – necessary if you have a hostname filter to reduce Measurement Protocol spam. Not necessary if you’re using dr (below). dh=example.com
dr Optional Document Referrer – useful if you want to manually set the full source of your hit (as opposed to just hostname). Without this, Measurement Protocol hits are “direct”, meaning that they’ll inherit the source of the user’s previous session (which is often what you want). Must be URL encoded (see example). dr=http%3A%2F%2Fexample.com
cd Optional Custom Dimension – this requires a little bit of interface setup, but it’s useful for debugging to have a hit-level custom dimension to flag up which hits are sent by Measurement Protocol. cd1=MeasurementProtocol

There’s also a whole bunch of other parameters, which can be used to set anything you’d normally set with an on-page hit, and more besides. You can see the full documentation here.

For example, if we wanted to send an event with:

  • Category: “Lead”
  • Action: “Qualified”
  • Screen Resolution: “MeasurementProtocol” (to avoid one of our spam filters)
  • Hostname: distilled.net (to avoid our other spam filter)
  • Custom Dimension 1: “MeasurementProtocol” (for easy segmenting)
  • IP address: 1.2.3.4 (to avoid our office IP filter)
  • Session Control: Start (to force this hit to be treated separately from a user’s previous session if we happen to deal with the lead super quickly)

We’d request the following URL:

http://www.google-analytics.com/collect?v=1&t=event&tid=UA-47113971-1&cid=[InsertClientIdHere]&ec=Lead&sr=MeasurementProtocol&ea=Qualified&uip=1.2.3.4&dh=distilled.net&sc=start&cd1=MeasurementProtocol

Note that this example sends a single hit to a “/collect” URL. To send multiple hits, you can either use multiple URLs like this one, or use the “batch” method, which is documented here. The validator linked above will allow you to build a hit containing both an event and a pageview, but that would be multiple hits, and does not work.

Setup Part 5: Google Analytics interface

Depending on what you’re doing, you may not have to set anything up here. However, in most cases, you’ll be sending conversions of some sort, in which case the usual goal configuration setup applies. If you’re sending transactions, then as well as the additional required parameters, you will need to enable eCommerce tracking within the interface – just as you would if you were sending transactions via on-page code.

Measurement Protocol with User ID

If you really want a thorough view of customer journeys on your site, then it needs to be multi-device. Unfortunately, Google Analytics doesn’t currently have the ability to tie browsers together until they sign in, and as for many sites phone visits are typically informational and as such do not involve sign-in, this adds limited value. Nonetheless, if you’re interested in UserID, check out our guide here – essentially the only complication for Measurement Protocol is that you’ll need to use the User ID parameter (uid=****) as well as the Client ID parameter (cid=****).

Reporting caveat

In the lead generation example, one problem with using Measurement Protocol is that it will artificially inflate your session count. This is because it works by attributing additional converting sessions to existing users, rather than by adding additional conversions to existing sessions. In fact, one major limitation is the inability to set the time of a hit – the time will always be recorded as whenever you sent it, thus preventing you from slotting a conversion onto the end of an existing session.

You can avoid this session inflation by having a separate view or segment that filters out some unique attribute that you can add to your Measurement Protocol hits (perhaps a fictional URL or a hit-level custom dimension). This is fine as long as you don’t need the correct number of sessions and goals in the same report, you’ll be able to use the interface, otherwise you’ll need to set-up some custom reporting – the Google Analytics addon for Google Spreadsheets being a good place to start.

Discussion

If you’ve any tips or insights from your experiences with Measurement Protocol, feel free to get involved in the comment section below.

Resources

Documentation:

Useful Tools & Guides:

Source: Distilled

    

How to use In-Page Analytics and how it can help boost conversions

By Amanda DiSilvestro

in-page analytics

Google Analytics is most certainly complex, so naturally there are a few options and features that go unnoticed.

So where do you begin if you’re trying to get more advanced and need a place to start? In-Page Analytics is probably one of the most under-used features that can also be the most impactful to a small business.

By looking at these specific analytics you can figure out which areas of your site are most important and which links visitors are clicking when they are actually on your site.

Once you can understand some of the details associated with user patterns, you can reformat your site and optimize in ways that ultimately will boost your conversions.

How to access your In-Page Analytics

The purpose of In-Page Analytics is to be able to tell what is working visually and what is not. In order to see your In-Page Analytics data you will need to sign into your Google Analytics account. Before you can do anything specific with the report, you will have to enter the URL for the page on which you want the report to launch. You enter that URL when you edit the settings for a Reporting view.

You can access this report two ways:

  • Access—Way #1
  • Sign in to your Analytics account.
  • Navigate to your view.
  • Select the Reporting tab.
  • Select Behavior > In-Page Analytics.
  • Access—Way #2
  • Select Behavior > Site Content > All Pages.
  • Drill into a page and select the In-Page tab.
  • This opens the report for that page.

In both cases you access the report through the ‘behavior’ section. Once, you click on In-Page Analytics, your website’s home page will display the exact percentage of where users are clicking on your site. Below shows where you can find the In-Page Analytics report and what it looks like:

Once again, the job of the In-Page Analytics report is ultimately to infer the number of clicks on a page element (CTA, links, etc.) from the number of times that page appears as the referrer to subsequent pages.

In this way you can see which elements are leading to the more popular subsequent pages on your website. In many cases this is not just a preference of content, but something that stood out more than other elements on your website.

Customizing In-Page Analytics

According to Site Pro News, you can also customize in-page analytics for the needs of your site, which Site Pro News also touched on here. This can directly help to optimize your site, which in turn will help boost conversions.

Here are two ideas for how you can customize the report:

Importance of setting the date range

Just as with any report, you may customize your date range by clicking on the date panel located on the top right-hand side of your analytics dashboard and choosing your own date range.

This will allow you to understand exactly what was up on your site or any changes you have made, and when. Periods of time are incredibly important to consider with this analysis, so I recommend clicking the ‘Compare To’ button to see if you’re making improvements:

setting date range

Keep in mind that the only way to say whether or not your numbers are ‘good’ or ‘bad’ is to compare them to what they were in previous months, and this is especially true with this report.

Every website is different, so you’re in a competition with yourself first and foremost before worrying about competition.

Using Segmentation

There are a lot ways to segment your data on the in-page analytics platform. This will allow you to look at how users arrive on your site (for example) and then the ways that they navigate it once they are there.

You can separate, as the screen shot indicates, by categories such as ‘made a purchase’, ‘referral traffic’, ‘direct traffic’, or ‘new users’. All of this can be used to optimize your site and figure out what focus you need to have to boost conversion rates.

To create a segment, click on All Users. This will take you to a screen where you can ‘Add a Segment’ (as shown below). You can then click to create a recommended segment or create a custom one. The screenshot below, for example, has segments for Bounced Sessions, Direct Traffic, and Converters. Just hit ‘Apply’ at the bottom when you’re finished.

add segment

Note: If you’re new to segmentation, segmenting your email lists is probably one of the easiest and most important places to start. Check out this article to learn more.

Making the Most of In-Page Analytics for Conversion Rates

Just as we discussed above in the section on data customization, there are a lot of different ways to make the most of your data to enhance your conversion rates. Segmenting data is one of the more successful ways to focus on who is finding your site and how these differences might effect interaction.

If you are interested, check this out this video on the visual context for your In-Page Analytics data from Google…

So now that you know how to read the data and what to look for, it’s important to understand how exactly to customize it. Below are some tips on customization that will help you make the most of your data for conversion rates:

  • Make sure you segment or have a category for each of the streams/referral sites that people may be coming from—whether it be social media or other sites.
  • For each channel, you want to construct a separate report (this includes direct traffic as well). This will give a clearer picture of the differences in where your audiences are coming from.
  • Make adjustments as you see fit. For example, if you have a CTA that is either not being clicked, or people are leaving your site once they do, then you probably need to readjust and reconfigure the way this particular element is presented. There may also be differences for certain audiences that you want to account for, but remember to prioritize places where you are getting the most traffic from.
  • Find out where maximum click happens. For example, if it happens on the top left side of the page, then put your conversion links there. Always check this when you run your analysis and make sure you adjust accordingly, as this can change over time.
  • Make efforts to reduce whenever exit rate is high, especially when it is on most-linked or top pages on your site.
  • Make it a goal to check back on a regular basis, as you do with your other analytics, so you are conscious of what needs to be adjusted over time

The Takeaway

It is difficult to understand why In-Page Analytics are as underused as they are when they provide such valuable insight. Definitely do not miss out on the opportunity to look at this as a tool of change and boosting conversion rates. The ability to segment your visitors and see how they interact with your site is very valuable; so start now!

Do you have experience with Google’s In-Page Analytics? Let us know in the comments section below, we would love to hear from you.

Source: Search Engine Watch

    

5 Social Media & Digital Marketing “Must Haves” for 2016 – Part II

By Yasmin Bendror In Part I, I gave you a bird’s eye view of what is only going to INCREASE in 2016 and recommended concentrating on and implementing these “Must Have” tactics to see fast, powerful and reliable results in your marketing and sales for your B2C or B2B business:

Source: Social Media Today

    

Perl + PerlCritic | loop iterator is not lexical

By Anton Shevtsov

I have this code

...
    my $line = '';
        foreach $line ( split( /n/x, $raw ) ) {
            chomp $line;
            my ( $key, $val ) = split( /=/x, $line );
            $param{$key} = $val;
        }
...

After perlcritic checking, i get messsage “Loop iterator is not lexical.”
Whats wrong?

I can use

 #my $line = '';
            foreach my $line ( split( /n/x, $raw ) )

but why? :)

Source: Stack Overflow

    

i want to draw zigzag polyline using google map

By techno

when i am using the below code it is giving me a straight polyline, but i want zigzag according to the route as shown in image i posted

i am using following code.  
.
 GMSMarker *marker = [[GMSMarker alloc] init];
marker.position = CLLocationCoordinate2DMake(center.latitude,center.longitude);
marker.title = @"";
marker.snippet = @"";
//marker.map = mapView_;
marker.map = self.mapView;

marker.groundAnchor=CGPointMake(0.5,0.5);
marker.map=_mapView;
GMSMutablePath *path = [GMSMutablePath path];
[path addCoordinate:CLLocationCoordinate2DMake(userLatitude,userLongitude)];
[path addCoordinate:CLLocationCoordinate2DMake(center.latitude,center.longitude)];

GMSPolyline *rectangle = [GMSPolyline polylineWithPath:path];
rectangle.strokeWidth = 2.f;
rectangle.map = _mapView;
self.view=_mapView;

return center;

Source: Stack Overflow