Articles

Articles 24 September 2020

Marketing analytics checklist

The best practices for marketers who want to make decisions based on data rather than guesswork. Build the right marketing strategy, optimize costs, increase sales, and...

Articles 17 September 2020

How a CMO can build an effective marketing analytics system

Any business needs to collect data, analyze it, and make informed decisions based on that data. This article explains how to build an analytics system for your business and why...

Articles 03 September 2020

How Data Can Be Used In Your Content Marketing Strategy

Data is important for every part of your marketing strategy, including your content. This article will show you how to ensure that your data isn’t going to waste and how you can...

Articles 31 August 2020

Marketing analytics experts, resources, and events every marketer should follow

We’ve selected a list of experts, blogs, social network groups, and subreddits that you should subscribe to and follow to stay up on the latest trends.

Articles 31 August 2020

The ultimate guide to measuring, analyzing, and improving your marketing with the DMAIC methodology

In this article, we explain the data-driven DMAIC methodology that you can apply for measuring, analyzing, and improving your marketing to help your team work better.

Articles 18 August 2020

Marketing Report Templates and Examples of Daily, Weekly, and Monthly Reports

To effectively track digital marketing effectiveness, you need all types of regular reports: annual, monthly, weekly or daily. In this article, we share examples of marketing...

Articles 12 August 2020

Must-use Marketing Analytics Tools in 2020 — Review of the Top Tools on G2 Crowd

The marketing analytics tools you work with define your place in the hierarchy and make your efforts efficient or a monkey job. Check out top tools from G2 Crowd ratings with...

Articles 06 August 2020

Machine learning in digital marketing: Examples of use cases

For marketers, machine learning is an opportunity to quickly make crucial decisions based on big data. In this article, we talk about machine learning solutions.

Articles 29 July 2020

Main Metrics and Dimensions Without Which Your Business May Fall Apart

Learn what are metrics and dimensions in Google Analytics, why it is important to monitor them, and what impact they can make on your marketing development.

Articles 27 July 2020

Reporting with Data Studio for Marketers — The Ultimate Guide

In this guide, we describe both the theoretical and practical sides of reporting with Google Data Studio. You can use this guide as a comprehensive cheat sheet in your everyday...

Articles 24 July 2020

Top 6 Irreplaceable Digital Marketing Services to Boost Your Website Effectiveness

Check out these must-have tools for web analytics, email marketing, social media, telephony, and more. That’s how you can significantly improve your website performance and...

Articles 23 July 2020

The OWOX BI guide for digital marketers: data collection, dashboards, and templates

Everything you need to know about marketing reporting — from data collection to report templates, dashboards, and the services you need for building them.

Articles 14 July 2020

4 methods to evaluate the effectiveness of media advertising

Learn what methods help to associate ad views with user activities both online, on your website, and offline to track the user’s entire path from the first interaction to purchase.

Articles 13 July 2020

How Marketers Use Analytics to Solve Problems

In this article, we talk about how analytics can help marketers get their heads out of the routine and gain complete control over their marketing. We'll discuss the most...

Articles 30 June 2020

12 reasons to select OWOX BI ML Funnel Based Attribution

OWOX BI attribution takes into account all user actions online and offline, considers real revenue data from your CRM, and shows the mutual influence of channels on the...

Articles 12 June 2020

Email marketing metrics to measure and ways to improve them

Learn about the first steps to optimize your email marketing. Find out how to measure and improve the effectiveness of your email campaigns.

Articles 29 May 2020

How to avoid sampling and collect complete data for advanced analytics

Get full, non-aggregated user behavior data in real-time for marketing reporting - and 12 other reasons to choose OWOX BI. In the article, we explain these features in detail...

Articles 20 May 2020

What is CTR and what CTR is considered to be good

In this article, we learn what CTR, a digital ad performance parameter, is, what CTR is considered acceptable and how to set up its automatic calculation using OWOX BI.

Articles 19 May 2020

What is CPC in advertising: Cost per Click formula and calculation

In this article, we learn what CPC (cost per click) is, how to get the most out of the Cost-Per-Click model, and how to measure the effectiveness of digital advertising with it.

Articles 18 May 2020

12 Google Analytics key reports for marketers

Solve business problems with Google Analytics. An overview of 12 most important reports for marketers from the OWOX BI team.

Articles 15 May 2020

How to start selling online

Need to transfer sales to online urgently? We tell you how to start selling online if you're new to it. We've prepared a guide to launch your business online and attract new...

Articles 12 May 2020

What is Google Ads Data Hub: everything a marketer needs to know

Google launched Ads Data Hub, a tool for estimation of the media inventory data effectiveness. It allows you to combine display ad data with website and CRM data.

Articles 30 March 2020

Comparing accuracy:
SEMrush vs SimilarWeb

We conducted some research to find out how precise two popular traffic analyzers — SEMrush Traffic Analytics and SimilarWeb — are. As a baseline for comparison, we used data...

Articles 24 March 2020

7 ways to evaluate and improve digital marketing

How can you evaluate the effectiveness and increase the ROI of online advertising? What revenue is generated by SEO traffic, mobile apps, and media ads (including video ads)?

Articles 23 March 2020

How to measure post-view conversions

Learn how to measure post-view conversions and find out how media ad views affect online and offline sales, so you can figure out which video or banner ad led to a sale.

Articles 16 March 2020

Dashboards for businesses: Why you need one and top services for building it

Find out the difference between a good and bad dashboard, why you need one, and what dashboard creation services are the most popular.

Articles 05 March 2020

Most popular e-commerce reports

A selection of the best marketing reports for the e-commerce industry from the OWOX BI team.

Articles 27 February 2020

2020 PPC trends and top resources from 7 PPC influencers

After seven interviews with top pay-per-click (PPC) specialists in the US and European markets, we have lots of interesting insights to share.

Articles 12 February 2020

Staying Ahead of the PPC Game: Interview with Samantha Noble

This interview with Samantha Noble discloses key points of the PPC workflow and tells about efficient tools for reporting and ad campaign evaluation.

Articles 12 February 2020

10 must-known marketing analytics trends for 2020

Thanks to the OWOX interview series on the future of marketing analytics, we’ve discovered a bunch of trends that we expect to see in 2020. Today, we want to share them with...

Articles 23 January 2020

UTM tags and their role in business intelligence

Learn how to automate UTM tags and dynamic parameters in your ad campaigns.

Articles 12 January 2020

Interview with Danny Mawani Holmgaard

You could meet Danny at the Superweek 2019 or follow him on Twitter. Now it's time to find out more about his experience, his thoughts on analytics from our interview.

Articles 06 January 2020

5 Tips to Learn from the PPC Expert: Interview with Pauline Jakober

In this interview with Pauline Jakober, you’ll discover the top 5 PPC tips on how to stay professional, what tools to use for reporting, how to avoid common mistakes, and what...

Articles 23 December 2019

Express interview with Mary Owusu, VP of Digital Strategy & Analytics at Mower

Find out how marketing analytics is changing at the moment and what to expect from technological progress in 2020. Use the advice from Mary Owusu to adopt the latest technics in...

Articles 10 December 2019

How to assess the effectiveness of product categories, client segments, and landing pages

Group expenses and revenue by any session properties using OWOX BI. Manage marketing performance based on customer segments, product groups, and landing pages.

Articles 02 December 2019

How to assess the impact of offline ads on online sales

Offline ads impact on online sales: how to link offline customer activity to online shopping?

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Articles 26 November 2019

How to conduct an audit of website analytics

What to pay close attention to when setting up web analytics and what reports you can use to check the quality of data collected in Google Analytics.

Articles 25 November 2019

How to make the most of marketing analytics in different businesses

Find out where marketing analytics is in your company and what to do to get to the next stage.

Articles 22 November 2019

Playing Digital Jenga with Modern Marketing Analytics: Interview with Christopher Penn

This talk with Christopher Penn will give you the essential understanding of modern digital analytics and marketing state. You'll get the motivational kick to change your...

Articles 18 November 2019

A/B testing: To be or not to be

Learn how to improve the user experience, change user behavior, and increase your conversion rate with A/B tests in Google Optimize

Articles 28 October 2019

Why doesn’t anybody high-five the analyst? Hard but true answers from Steen Rasmussen

How can you become noticeable as a specialist? Steen Rasmussen, Director of IIH Nordic, will point you at the weakest points of communication with colleagues and give you...

Articles 20 October 2019

Predictive analytics as a tool to increase marketing efficiency

Is your business ready to implement predictive analytics? Have you heard about these 9 predicative marketing analytics services?

Articles 15 October 2019

The best website analytics tools in 2019

Discover the best website analytics tools in 2019 and see which you can adopt as part of your digital marketing workflow. Don’t forget to share!

Articles 01 October 2019

Interview with David Szetela, CEO of FMB Media: What should you know before entering the PPC field?

Today you will get acquainted with one of the top 25 PPC experts by PPC Hero. David Szetela is a pioneer in paid search. You can find a lot of valuable thoughts from one of the...

Articles 01 October 2019

20 ways to increase your ecommerce conversion rate

Find out what factors influence the conversion rate of your online store and why it can always be higher. We offer 20 best ways to increase conversion rate that will suit both...

Articles 25 September 2019

What attribution means in marketing

We look at what is attribution in marketing, how it helps companies, and the typical mistakes and difficulties of marketers and analysts when working with attribution.

Articles 24 September 2019

How to set up form tracking analytics with Google Tag Manager and Google Analytics

5 ways to set up form tracking with Google Tag Manager

Articles 20 September 2019

Digital analytics insights: Nancy Harhut interview

Nancy Harhut is a great speaker who will inspire anyone to take the right marketing decisions. Nancy told us why is «status quo bias» can be dangerous for analysts.

Articles 17 September 2019

Interview with Rytis Lauris, CEO and co-founder of Omnisend

Read an interview with Rytis Lauris, the successful CEO and co-founder of Omnisend. Rytis knows how to build an e-commerce business and generate sales with the help of...

Articles 05 September 2019

Interview with Damion Brown

Damion Brown, the founder of Data Runs Deep from Australia, shared his extraordinary experience, the vision of why each analyst should not know the programming language and why...

Articles 30 August 2019

Marketing talks about PPC secrets – interview with Reese Garcia

We interviewed Reese Garcia, a self-made PPC master who managed to change his career path.

Articles 23 August 2019

Interview with Laura Patterson

Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M.” Find...

Articles 19 August 2019

Interview with Jim Sterne

If you don't know who is Jim Sterne, you don't know analytics heroes at all! Read our interview immediately to explore the future of digital analytics, trends, and insights...

Articles 31 July 2019

The secrets of PPC specialists – interview with Brad Geddes

We were lucky to interview Brad Geddes, an official Google Ads Seminar Leader and certified Ads Trainer for Google’s Seminars for Success program.

Articles 30 July 2019

Cost Analysis in Google Analytics

How to estimate the efficiency of your campaigns? In this article, we consider how to load cost data into Google Analytics from non-Google sources and how to compare the...

Articles 30 July 2019

Setting up a sales funnel and example use case

Learn how to properly set up a sales funnel and use it to solve the problem of poor lead conversion.

Articles 27 July 2019

Matthew Soakell reveals the secrets of PPC specialists in an interview with OWOX BI

We were lucky to interview Matthew Soakell, named the Young Search Professional of the Year in the EU Search Awards 2019 and Rising Star of the Year in the UK Biddable Media...

Articles 25 July 2019

How to exclude the fbclid parameter from Google Analytics reports?

There are two ways to disconnect the fbclid parameter from Google Analytics reports — manually or automatically.

Articles 18 July 2019

Interview with Anjana Aggarwal

Important skills, trends, overall future of modern digital analytics is still uncertain. You’ll find some thoughts revealed in our interview with Anjana Aggarwal from Hubspot.

Articles 07 July 2019

Top 6 BigQuery Visualization Tools

In our review, we consider Power BI, Tableau, QlikView, and OWOX BI Smart Data for visualizing data stored in Google BigQuery.

Articles 26 June 2019

Using marketing mix modeling to increase ROI

Learn what the marketing mix model is and how to use it to make a qualitative analysis of your marketing efforts and optimize your marketing plan.

Articles 20 June 2019

What Is a Website Conversion?

What’s a website conversion? What’s a “normal” conversion rate for your website? Find answers and apply our tips for analyzing conversions in Google Analytics. Learn how to...

Articles 15 June 2019

OWOX BI Research on the State of Digital Analytics: Interview with Tim Wilson

Tim Wilson, Senior Analytics Director at Search Discovery, gives a broad overview of the trends in modern analytics during his interview with OWOX.

Articles 14 June 2019

How to Set Up Google Analytics in 2019 [Ultimate Guide]

Websites come in many types, styles and budgets. Each website, be it a news site, an online store or a personal blog, has its own performance indicators. These may include the...

Articles 13 June 2019

Google Analytics Attribution Models: Detailed Review and Comparison

Find out how marketing attribution models differ and learn how to evaluate the combined influence of campaigns, not just the last click.

Articles 22 May 2019

OWOX BI Research On The State Of Digital Analytics: Simo Ahava interview

Simo Ahava discusses challenges of modern analytics, personal and technical skills of successful analysts, and future trends in the marketing analytics field during his...

Articles 24 May 2019

How does OWOX BI differ from Google Analytics 360?

How does OWOX BI differ from Google Analytics 360? Learn what solutions OWOX offers that are unavailable in Google Analytics 360 and how they can benefit your business.

Articles 15 May 2019

When Google Analytics 360 is not enough

Google Analytics 360 is a great product and the acknowledged market leader in customer behaviour analysis. But it has non-obvious limitations that many...

Articles 25 April 2019

How to Track Twitter Traffic in Google Analytics

Learn more about the efficiency of this channel in your marketing. Follow our short how-to guide to connect your Twitter account to Google Analytics and start tracking Twitter...

Articles 19 April 2019

What is ROI and what nuances should you consider when calculating it?

Learn what is ROI and how to calculate it correctly in order to identify effective channels to attract new customers.

Articles 01 April 2019

Data Visualization: Principles, Tools, and Useful Tricks

In this article, we’ll show you what’s needed for data visualization, how to visualize data correctly, which tools can be used for creating interactive dashboards without help...

Articles 29 March 2019

ROPO analysis: Why you need it and how to conduct it

Learn how to evaluate the impact of online advertising on offline sales. What is ROPO analysis and what advantages will it give to your business? How can you associate user...

Articles 15 March 2019

5 Benefits of Mobile Push Notifications as a Marketing Channel

Check out eSputnik’s tips on how to use smartphones for personalized marketing campaigns and how to create automated push notifications.

Articles 24 January 2019

Choose Your Data Analytics Conferences 2019 (Worldwide)

Here goes a dream list of data analytics conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!

Articles 24 January 2019

Best Marketing Conferences 2019 (Worldwide)

Here goes a dream list of best marketing conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!

Articles 14 January 2019

Complete List of Facebook Ad Sizes

Discover a complete list of Facebook ad campaign types, formats, and placements. Find out how to create stellar and engaging ads for your audience on Facebook and track their...

Articles 08 January 2019

All Facebook photo sizes you'll ever need

A complete list of all the Facebook photo sizes you’ll ever need to prepare your Facebook page for promotions.

Articles 03 December 2018

18 Digital Marketing Metrics and KPIs You Should Know

You can’t perform true analytics without measurement tools. Check out this great list of formulas graded from simple to difficult for your professional evolution.

Articles 30 November 2018

How to Choose Websites for Quality Link Building

The list of the key link building metrics for OWOX BI by Netpeak Software.

Articles 27 September 2018

How to Buff Up Your Site For Better Load Speed

Obtain a checklist to help you take all the necessary measures to improve the page load speed and not to lose any customers.

Articles 06 July 2018

What Web Analytics Challenges Do Indonesian Ecommerce Companies Face?

Check out the results of the survey we took in Jakarta on the topic of online analytics. Learn what tools Indonesian businesses use to achieve their marketing goals.

Articles 23 June 2018

How to Create UTM Tags to Track Your Ad Campaigns

Learn how to create UTM tags to track your ad campaigns, following the simple steps from our infographic post.

Articles 21 June 2018

8 Ways to Avoid Sampling in Google Analytics

Useful infographics about how to avoid sampling in Google Analytics and to obtain the most accurate data in your reports.

Articles 22 May 2018

The Ultimate Guide to Marketing Analytics

Learn how to use marketing analytics for analysing the data across all your customers’ touchpoints, taking into account even the slightest changes to ads, product, online user...

Articles 04 May 2018

What Is GDPR and What You Need to Know about It

Learn about new rights and roles in General Data Protection Regulation and how to comply with new data security standards.

Articles 03 May 2018

What is the R Programming Language and How to Use It for Working with the APIs of Google AdWords and Yandex.Direct

Discover how to automate working with the data from Google Analytics and Yandex.Direct, using two packages that enhance the basic capacities of the R language.

Articles 03 May 2018

An Ultimate Guide to Google Analytics Sampling and How to Avoid It

What is sampling and what are the reasons behind it? We answer these questions and talk about all the possible ways to avoid sampling in our new blogpost.

Articles 12 March 2018

How to Link Your Google Ads and Analytics Accounts

Discover the benefits of linking Google Ads and Analytics accounts, and how to enrich your Ads reports on campaigns and Analytics reports on acquisition

Articles 24 January 2018

Top 20 Twitter Accounts for Analysts and Marketers

Read and enjoy: our favorite Twitter accounts about marketing and web-analytics

Articles 04 January 2018

Omnichannel Retailing: Why and How to Integrate Online and Offline Customer Touchpoints

Learn how to accurately integrate online and offline channels your customers are interacting with, and how doing so will benefit your business.

Articles 12 December 2017

How to Track Instagram Referrals and Paid Traffic in Google Analytics

Learn how you can use Google Analytics to track of Instagram data, including traffic to your website, costs, and conversions.

Articles 11 December 2017

Statistics in Web Analytics, or How to Become a True Data Scientist

Learn the difference between a Digital Analyst and a Data Scientist, and how to apply statistical methods in A/B testing and user segmentation.

Articles 27 October 2017

How Do I Analyze Competitors’ PPC ads and Why Would I Want to

Find out how to start analyzing your competitors' PPC strategy, what to pay attention to, and how to use the information you'll get.

Articles 23 October 2017

How To Marry Up Your CRM With Google Analytics

Combine data from your CRM/ERP systems and data from Google Analytics for deeper analysis of user behavior and better remarketing.

Articles 29 September 2017

How Competitor Prices Affect Conversion Rates and User Behavior

In this blogpost, we talk about how and why to monitor competitors' prices. Learn how to create and apply useful reports based on the data about website user behavior,...

Articles 14 September 2017

How to Create а Meaningful Facebook Ads Dashboard

Find out how to create interactive Google Data Studio reports to track the performance of your Facebook advertising

Articles 27 July 2017

5 Reasons to Create Reports in Google BigQuery

Learn about the common challenges in creating reports with Google Analytics, and how you can overcome them by using Google BigQuery.

Articles 30 May 2017

A Comprehensive Guide to Enhanced Ecommerce Tracking in Google Analytics

In this article we explore Enhanced Ecommerce in Google Analytics: what it is, why you should use it, and how to set it up using Google Tag Manager.

Articles 18 May 2017

The Site Is Not Enough: A Guide to Mobile App Analytics

In this article, we’ll explore what you should consider when analyzing a mobile app, what to start with, and the differences between website analytics and mobile app analytics.

Articles 30 March 2017

What’s the Deal with Your Direct Traffic, and How to Fix It

If you see that your Direct traffic is higher than 30%, do not rush to pop some champagne and celebrate your company’s great popularity. It’s possible that Google Analytics has...

Articles 29 March 2017

Custom Attribution Models: Helping Marketing Specialists, Analysts and CMOs Achieve Zen

Out-of-the-box attribution models are simpler than they might seem. To get the most benefit out of them, an analyst, a marketer, and a CMO should work closely together.

Articles 29 January 2017

ML Funnel Based Attribution Model

Find out more about the benefits of using Funnel Based attribution model in evaluating your marketing campaigns.

Articles 12 December 2016

What Are UTM Tags And How To Use Them

UTM tags help you get detailed information about your traffic sources. Find out more about what UTM tags are, why you should use them, and how to append them correctly.

Articles 10 November 2016

Dashboards for business: three examples of practical use

In this article, we share examples of real-time dashboards based on complete data. Such dashboards are useful for marketing specialists, developers, content...

Articles 08 November 2016

Declare Independence From Developers With Custom HTML Tags in Google Tag Manager

When Google announced Google Tag Manager back in 2013, almost all the reviews and presentations were limited to the idea of making things easier for marketing specialists.

Articles 31 October 2016

How to Evaluate the Cost Efficiency of the Attribution Model

Find out how to evaluate the efficiency of your current attribution model and how to optimize your advertising budget.

Articles 29 September 2016

Optimize 360 proves to be accurate no-coding solution for testing user experience on your site

A new powerful testing and personalisation tool is a part of Google Analytics 360 Suite. With Optimize 360, businesses can take action faster, evaluate...

Articles 29 September 2016

Importing Google Analytics Data to Google BigQuery: Comparing Two Methods of Data Collection

In this article, we compare the two methods for getting Google Analytics data in Google BigQuery. We consider the price, the specifics of data...

Articles 30 September 2016

How to estimate the additional value of multi-channel attribution

In this article, we introduce the method for estimating the additional revenue you can gain with attribution models that consider the mutual impact of advertising...

Articles 27 September 2016

How to Handle Repeat Transactions in Google Analytics?

In this article, we take a closer look at the causes of repeat transactions when using Enhanced Ecommerce in Google Analytics, and provide a solution to this issue.

Articles 12 September 2016

Measuring your ROAS with business intelligence

OWOX and Ringostat team up to tell you what ROAS (return on ad spend) is and how to calculate it using Excel, CRM, call tracking and BI solutions—the tools every entrepreneur...

Articles 24 May 2016

Data Security and Access Control in Google Cloud Platform

Who has access to my data? How to ensure its safety? What should I check to make sure the settings are correct? We’ve answered hundreds...

Articles 29 February 2016

Advantages and limitations of Google Analytics API

If you need to export data from Google Analytics, you can use one of the available APIs. To help you choose the most suitable option and save your time...

Articles 29 January 2016

ML Funnel Based Attribution Implementation

This article describes how to implement a dynamic attribution model, using Google Cloud Platform services, Google Analytics and OWOX BI. Let’s talk about...

Articles 08 December 2015

Comparison of multi-channel attribution models

This article describes the causes of inaccurate assessment of advertising channels with popular attribution models in Google Analytics and formulates the...

Articles 28 August 2015

Why Do We Need Online Analytics?

We often hear that question. Even from those, who has already decided to implement the analytics. Primarily, we need the answer to determine for ourselves...

Articles 24 June 2015

Custom Domain for Google Analytics Data Collection

This article describes solution to the problem of collecting Google Analytics data on the individual domain, for instance stat.yourdomain.com, instead of google-analytics.com

Articles 24 June 2015

Who is in control of your data

This article describes data processing tasks in eCommerce projects and forms the criteria for quality assessment while working with the projects. In recent years, the...