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How to customize your Multi-Channel Attribution in Google Analytics using Python

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How do you attribute your eCommerce/website conversion to your marketing channels? Given the growing number of platforms you can use to reach your customers or audiences, digital marketers must be able to clearly evaluate which marketing mix combinations work best.

This article will show how to customize your Google Analytics Multi-Channel Attribution report using Python. It provides detailed information, from extracting assisted conversion data in Google sheets to transforming final report in Python notebook.

However, before we begin let’s have a quick refresher on what is Multi-Channel Attribution and identity its use case. 

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Customer retention rate analysis using Tableau

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How do you build a long lasting relationship with your customers?  Do you track if they come back after their first purchase of your products or services? How often do they come back and do a repeat purchase?

When you run an eCommerce website, tracking your customer retention is arguably one of the most significant force in keeping your business up and running. According to recent statistics you’ll spend five times less money on customer retention and selling to an existing customer is 40% more likely than converting a new lead to your site.

reference from: crazyegg

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eCommerce & marketing analytics dashboards that you should not miss in 2020

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How much revenue did you make this week? How many leads did you generate? Are we increasing our website engagement rate? Which channel sources are driving the most traffic?

To build a successful eCommerce business it is critical to track and understand how your business is performing against your goals and KPIs. Monitoring conversion rates, new customer traffic, customer retention and channel revenue provides insights for marketing optimization to identify new opportunities and achieve expected growth. 

Read More »eCommerce & marketing analytics dashboards that you should not miss in 2020