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What People Do First: Conversion Lessons for Lead Generation
Between your well-crafted landing page and conversion there’s a journey. You spend hours getting the copy, layout and call to action just right and you hope that people make the journey in that...
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How to Leverage Google Analytics API to Monitor Ecommerce Health
Revenue – arguably not the best KPI but it’s the metric that most business owners obsess about on a daily basis “How much money have we made yesterday?”. As a result, digital analysts obsess about it...
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Not Provided: How to Use Behavioural Analytics to Infer Keywords
I spent a lot of time in the past doing SEO whilst running my own websites and Ive always been fascinated by Visitor Intent. I used to spend hours sifting through keywords and working out what people...
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The Lego Data Layer: Anatomy of an Interaction
This is post #1 of 5 in the series “The Lego Data Layer” Like every other self-respecting digital analyst, I started playing with Enhanced Ecommerce soon after it became public. I’d read the Developer...
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The Lego Data Layer: Entity and Interaction Dictionaries
This is post #2 of 5 in the series “The Lego Data Layer” In the previous post we looked at the basic anatomy of an interaction and how similar it is to English grammar. I argued that (almost) every...
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The Lego Data Layer: How Does it Work in Practice
This is post #3 of 5 in the series “The Lego Data Layer” In previous posts I argued that every interaction has a structure that applies almost universally. Of its components, the most important ones...
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The Lego Data Layer: Managing Event and Entity Dictionaries
This is post #4 of 5 in the series “The Lego Data Layer” My last post gave a simplified overview of the developer process behind this approach. I showed how the dev teams would create a set of helper...
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The Lego Data Layer: Is Page an Entity or an Object?
This is post #5 of 5 in the series “The Lego Data Layer” In previous posts I argued that an entity is a thing that’s of special interest to the business. For ecommerce, an obvious one is product (but...
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