A lot of digital analytics focuses on direct response (conversions, leads, etc.). But there is an additional valuable, and sexy, focus of our marketing we don't give enough analytical love: Branding! It is sad that we spend so little time on brand analysis, primarily because 1. there is such little accountability to brand marketing and […]
Paid Search Analytics: Measuring Value of "Upper Funnel" Keywords
"How do I measure the value of my "upper funnel" keywords?" People ask me this all the time. Upper funnel keywords are typically those that are used by Customers who are early in their consideration life cycle, they have not made up their mind. They are keywords that introduce people to you. They don't convert, […]
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