February 19, 2024
How to use omnichannel analytics for more effective marketing
The need for an omnichannel approach to analytics is hardly breaking news. The offline and online worlds are blending, paths leading to purchases are more of a “back and forth” story than a “one-time shot” and attribution is getting harder. And yet, gathering data from all channels and touchpoints remains a significant challenge. How do […]
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February 9, 2024
Explore the benefits of ecommerce analytics with Piwik PRO Analytics Suite
As a part of our masterclass for marketers series, organized in collaboration with Timo Dechau from deepskydata, our experts dive into the topic of ecommerce analytics. Juliana Jackson, a technical marketing expert, explains how advanced analytics features can help make better business decisions and strengthen sales growth. She emphasizes that while the purchase funnel is vital […]
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January 31, 2024
How to use raw data in web analytics
Raw data, the fundamental building block of accurate web analytics, remains an underutilized asset in many organizations that opt for sampled data due to its simplicity and ease of management. This article explores the benefits and challenges of using raw data in analytics, and discusses its potential use cases for gaining valuable insights. What is raw […]
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January 30, 2024
What is first-party data and how does it benefit your marketing
First-party data refers to data a company collects directly from customers and audiences on its own channels. This data is typically obtained through customer interactions, website visits, transactions, and other direct engagements. It is viewed as the most valuable data type for businesses because it comes straight from the source, making it accurate and reliable. From […]
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January 5, 2024
HHS guidance on using online tracking technologies: How to make your analytics HIPAA-compliant
In December 2022, the US Department of Health and Human Services (HHS) Office for Civil Rights (OCR) issued guidance on online tracking technology to HIPAA-covered entities. The bulletin details healthcare companies’ use of third-party cookies, pixels and other tracking technologies and elaborates on the definition of protected health information (PHI) that HIPAA refers to.HHS’s bulletin […]
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December 27, 2023
What is behavioral data and how can it help you better understand your customers
Behavioral data refers to information collected about customers’ actions when interacting with your business across channels – their website clicks, mobile app usage, online purchases, email engagement, and even real-world interactions (e.g. in-store foot traffic). Behavioral data collected and owned by your business is primarily first-party data, which is valuable for achieving accurate customer insights. What […]
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December 14, 2023
How can you use AI to improve your marketing and analytics
Since ChatGPT broke the internet in late 2022, artificial intelligence (AI) has been recognized as a transformative force capable of reshaping the world in much the way that the iPhone did. Generative AI models have captured the public imagination with their ability to mimic human conversation. However, they are just one of many tools we […]
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November 14, 2023
Contextual targeting – a privacy-friendly alternative to invasive ad tracking
Regulations introduced by governments worldwide have forced businesses to reevaluate their approach to user data. Tech companies are launching new privacy features and policies restricting third-party tracking. As a result, the cookieless world is coming closer. Though Google has postponed the end of cookies several times, advertisers relieved by the 2024 delay shouldn’t get too comfortable. […]
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November 10, 2023
What is the modern data stack and how it can change the way you do analytics
In an era where accessing vast volumes of data poses no challenge, the real trouble lies in making sense of data. Disconnected systems leading to data silos often obscure a unified view, rendering meaningful insights impossible. The concept of the modern data stack (MDS) addresses these challenges by offering an integrated architecture that’s scalable, future-proof […]
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November 8, 2023
Dedicated database – a private cloud that perfectly combines security with cost-effectiveness
In today’s data-driven world, companies need to manage and process huge volumes of data in order to gain insights and make informed decisions. Cloud-based solutions, which provide flexible and scalable options for storage and analysis, have become highly popular as a result.There are businesses that, due to the sensitivity of the data they handle, don’t […]
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