Take Credit Where Credit’s Due


Below is my presentation from SearchLove Boston. I talked about several ways marketers get ripped off from receiving credit that is due them because of damning errors in how their analytics data is being collected and reported on. And then I provide a few simple strategies on how to take that credit back.

I also shared a Google Doc (I know, I’m getting predictable) that saves you the trouble of using the URL Builder tool. You can create your own copy by visiting the doc. If you want to use this Google Doc for yourself, log in to Google, then choose File > Make a copy.

If you want to get the links shared in the presentation, you can either get them from the presentation or from this bit.ly bundle.

And that should do me on conferences for a while. Next up with be SMX Advanced, where I’ll be talking about making your data work the pole, and MozCon, where I’ll be talking about breaking up with your keyword-based KPIs. (Someone has to be the bearer of bad news!)

  • http://www.emetrics.org/sterne_measures.php Jim_Sterne

    Great stuff Annie!
    If you’re interested in presenting at the eMetrics Summit, I am interested in inviting you! jsterne@targeting.com

    • http://www.annielytics.com/ Annie Cushing

      I am interested. Thank you. :)

  • finalrune

    Annie, this was a great presentation thanks for giving it (I was at Searchlove but didn’t manage to grab you to offer thanks in person) – I think it’s worth lauding certain email providers such as MailChimp who integrate campaign tracking right into the core product and don’t make you futz around with the campaign tagging tool from Google, keeps things simple for us and gives us good data.

    • http://www.annielytics.com/ Annie Cushing

      Thanks! Yeah, I really wish I would have had access to some solid email accounts. I know several services offer campaign tagging.

  • Santosh Rajan

    Great Slide-Share post. Exactly what I was looking for.

    What I especially appreciated were the slides on how to track Offline Campaigns. Would have loved to have attended your presentation but I have been out of Country for a while now.

    My team has been developing an Application called GitGrow which simplifies Google Analytics data. I will be sharing this post with our developers so they can understand what the key metrics are for marketing professionals who are running multiple campaigns.

    If its okay, I’d like to mail and invite you to try it out.
    I will definitely try and catch your presentations next time i am in the States.


    • http://www.annielytics.com/ Annie Cushing

      Thank you so much for the invite! Right now I’m pretty knee-deep in the book publishing process. But when I come up for air, I’d love to check it out!

  • http://www.firstplaceparts.com Mark Browning

    Slide 81 says to only use unfiltered profiles, can you explain this or give me a link to the explination.

    • http://www.annielytics.com/ Annie Cushing

      Filters that just reformat the data won’t impact MCF reports (e.g., filters that lowercase request URI), but filters that remove data will.

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