Marketing Analytics Best Practices

Marketing Analytics

  • Define Marketing Analytics Objective – Without defining the problem, we cann't come-up with actionable insight. Defining & understanding what we need to infer is very very essential
  • Define Data Points – What dimension & Metics needs to be analyzed
  • Validated Data – Validate the data. Else Infer goes wrong
  • Define Process – To map the data with Business Objective / problem 
  • Data Presentation / Visualizaton – How to represent the data, so that it is easily understood by others.
  • Insights – What we infer from the data to take aciontable insight.

Why there is a difference in Exit Rate in All Pages & Exit Pages report in Google Analytics

Exit Rate in All pages & Exit rate report difference is huge. Let we explore the reason for the this. Exit Rate in Google Analytics

How Google Analytics calculate Exit rate for all pages report

Google consider single page session to determine exit rate in "All Pages Report"

If a visitor come to Page x & Page y then exit then

The exit rate for Page x is 0% 
The exit rate for Page y is 100%

Google Consider last session to determine exit rate in "Exit Pages report". So, the exit page report consider/count  list of pages navigated by visitor before exit in the exit page report. That is the reason Exit rate% is less in Exit page report. 

If a visitor come to Page x & Page y then exit then

The exit rate for Page x is 0% 
The exit rate for Page y is 50%

That is the reason Exit Rate % is very less in Exit rate report. 

Exit Page report is useful to understand which page Max. No. of visitor leaving the website

How to Segment Visitor & Registrated Member Traffic in Google Analytics?

If you are running a site, it can be accessed by a new visitor or registered member. It is very essential to segment visitor & registered member traffic to infer New visitor traffic. Member & Visitor BehaviorUse custom variable to segment the traffic for better insight. Surely this will give us more clarity on new visitor.

How to protect google analytics data from manipulation & hacking

Google Analytics is free & aweseome web analytics tool to track the click behavior. GA is a Javascript based trackig solution. The advantage of javascript based web analytics solution is, it is very easy to install & configure as compared to log based web analytics tool like web trends. But at the same time, your competitor or some alien can manipulate your data by using your web property. Then, it is not possible to infer anything from your web analytics data. Moreover, even it is very difficult to determine what went work. Pls. find below the screenshot how to overcome from this. 

How to communicate multiple domain

Some of you will be collecting data from multiple domains intentionally. A common example is merging data from different country domains. Let’s say that I include traffic from and in the same Google Analytics profile. If I use the filter above, I’ll only see traffic on With a little regular expression magic, I can include both. Instead of defining the filter pattern as “larslofgren\.com”, I’ll use “\.com|larslofgren\.co\.uk”. Since the “|” acts as an “and” symbol, this tells Google Analytics to include traffic from both these domains. All the other settings are exactly the same. My new filter would look like this:

Courtesy: Kissmetrics




Analytics Indian Company Study 2012

I come across Analytics India Company study by AnalyticsIndiamag. Awesome Analytical Company study by Mr. Bhasker Gupta

Indian City wise Analytical Company
City Wise % of all AnalyticsCompanies
Bangalore 29%
Delhi 14%
Mumbai 16%
Hyderabad 8%
Pune 8%
Gurgaon 6%
Chennai 6%
Noida 5%
Kolkata 3%
Others 6%

  • Demography Company Contribution(%) – 30% of all analytics providers are based out of Bangalore, followed by Mumbai (16%) and Delhi (14%).
  • Analytical Vertical (%) – 50% of all analytics providers falls into the industry of IT/ ITES providers, followed by Consulting, Market Research and Media/ Advertising (~10% each).
  • Workforce (%) –  71% analytics providers have less than 50 employee strength, of which 27% has less than 10 employees.


Twitter User Statistics : Who use Twitter and how? Insight

Analytics Firm Beevolve found that most Twitter users are young iPhone users from English speaking countries.

What Study Reveals
  • Gender – Women tweets more than men
  • What they Tweet – gals tweet about family and fashion while guys tweet about tech and sports;
  • 25% of the twitter users never tweet. Because, just want to be in the network for namesake. Moreover, they don't know how to connect with people.
  • Twitter Followers – 81% of users have fewer than 50 followers 
Ramki's Insight: 
Twitter is the best & secure text based social medium of convenience to share Information to the network & world instantly. That is the reason Women are using more than men. 

Web Analytics is all about numbers?

If we talk about web analytics, we immediately think of numbers & eye candy graph. Yes, Web analytics is all about metrics, numbers. If that is so, Web analytics won't be billion dollar industry. Web Analytics should map the "Objective" with " Metrics". Most people go by metrics without defining clear objectives to build actionable Report

Basic Steps to come-up with actionable Insight
1. Define Objective
2. Define Key metrics to measure that objective
3. Benchmark the key metrics
4. Analyze the data and map with objective
5. Build actionable insight