Articles by Michael Wiegand
Michael Wiegand // 15 Aug, 2017
How to Assess Your Digital Marketing Mix Quickly
This is an excerpt from a forthcoming analytics e-book from Portent entitled Finding Cross-Channel Opportunity Gaps & Closing Them. Ever wonder how effective (or ineffective) your marketing channels are today? Do you get the feeling your paid initiatives are wasteful? Do you have a hunch your content calendar isn’t getting you anywhere organically? Do you… Read More
Michael Wiegand // 22 Feb, 2017
How to use keyword ranking reports without them using you: A 3-step guide
This is a companion blog post for my talk at MozCon Local next Tuesday on Powerful Ranking Reports using Google Data Studio. I won’t go into nuts and bolts here — I’ll save that for those who can make it out to the show. But I will go into the new frontier for ranking data… Read More
Michael Wiegand // 17 May, 2016
Leading Edge Analytics – Data Driven Marketing
Imagine your company being truly data driven. What does that look like? Your teams getting the right data they need at the right times to tailor their campaigns to key audiences. Your data platforms talking to each other and getting critical pieces of information integrated. Your marketing strategy being based on actual customer behaviors and… Read More
Michael Wiegand // 1 Mar, 2016
Integrating Analytics & CRM Platforms – SMX West 2016
Thanks to everybody who attended my talk at SMX West on closed-loop analytics! It covered enriching your web analytics data with customer information from your CRM or marketing automation platforms. A Quick Closed-Loop Analytics Primer I did a quick whiteboard interview with Colin Parker, Director of Marketing at Portent. We covered the benefits to investing… Read More
Michael Wiegand // 5 May, 2015
Mozinar Recap: Integrating Analytics & CRM Systems
This morning, I gave a webinar to Moz fans (a Mozinar, if you will) on a concept troubling a lot of B2B marketers today: truly “closed loop reporting” between analytics and customer relationship management platforms. Tracking the B2B Customer Lifecycle I talked through an ideal integration in true Moz fashion, with a whiteboard: I mentioned… Read More
Michael Wiegand // 22 Jan, 2015
The C Major Scale of Analytics
Anybody who’s been in this business for a while knows their ABCs: Acquisition Behavior Conversion It’s built into Google Analytics, for God’s sake: And it’s a tried and true methodology for measuring. Problem is, we’re measuring to take action. If the lifecycle begins and ends with acquisition and conversion, we’re missing a lot of workflow… Read More
Michael Wiegand // 25 Sep, 2014
Webinar Recap: Measuring Intent With Google Analytics
Last week, I gave a free webinar on measuring mid-funnel activity using Google Analytics and Google Tag Manager. If you missed it, here’s the recording: During the webinar, I made mention of several links and resources that would be available afterward. Here’s the link bundle containing everything: http://portent.co/measuring-intent If you don’t have time for either… Read More
Michael Wiegand // 9 Sep, 2014
Integrating Google Analytics & HubSpot
Google brought Universal Analytics (UA) out of beta earlier this year in April. It’s ushered in an exciting new era where integration with Customer Relationship Management (CRM) systems is possible. That kind of integration is the holy grail of web analytics — truly closed-loop reporting, from the time a visitor first hits your website, to when they become… Read More
Michael Wiegand // 11 Apr, 2014
(not provided) for Advertisers™ Beta
If you’re a paid search professional and you’ve been within a stone’s throw of a computer in the last 48 hours, you’ve probably heard: they’re coming for your search query data. Search Engine Land broke the story, Google themselves confirmed it: “Today, we are extending our efforts to keep search secure by removing the query… Read More
Michael Wiegand // 27 Feb, 2014
Portent Webinar Recap: Next-Level Segmentation
Here’s a link to the segmentation deck: Portent Webinar: Next-Level Segmentation from Ian Lurie And the link bundle mentioned throughout Michael’s presentation today: http://portent.co/nl-segments Check back soon for video!
Michael Wiegand // 2 Jan, 2014
R.I.P Last Click Attribution
You heard me right. Last Click Attribution (LCA) is dead. This isn’t one of those hoaxes like with Andy Kaufman or SEO. LCA was a doomed model for a number of reasons. But for me, it no longer applies to the world we live in now. And it barely applied before. LCA will only stay… Read More
Michael Wiegand // 14 Nov, 2013
5 Delicious Analytics Custom Segments: Taste the Rainbow
I was the kid who sorted out Skittles by color. My favorite flavor was lime, which they’ve since changed to green apple — an atrocity if you ask me. That isn’t my point today, but I think it’s influenced how I work as a marketer. Google Analytics has done a lot of work around their… Read More
Michael Wiegand // 16 Jul, 2013
Another, Better Way to Tackle (not provided)
I know it’s a horribly dead horse-beaten topic now, but (not provided) is a bigger problem than ever for search engine marketers. If we obsess over it, we lose sight of more important parts of a campaign. If we don’t address it, the client thinks organic traffic on their bread and butter keywords is plummeting.… Read More
Michael Wiegand // 4 Jun, 2013
New Product Listing Ads Dashboard
Last October before the big Product Listing Ads (PLA) transition, in my panicked wisdom, I crafted a PLA Dashboard. It wasn’t pretty, and there wasn’t much to it, but it did help me keep a better eye on my PLA campaigns and improve them short-term. The dashboard looked like this: Since then, Google Analytics has introduced a… Read More
Michael Wiegand // 9 Apr, 2013
Better Quality Score = Better Results?
A study of 27 small business accounts Professionals who’ve spent any time in paid search – at an agency or in-house – can tell you how much of a big deal Quality Score (QS) is to us in the industry. We base our strategies on it. We lie awake at night wondering how to improve… Read More