Tesco
How Google Analytics Ruined Marketing
Article

How Google Analytics Ruined Marketing

Samuel Scott
TechCrunch, 2016
Read the article

Read or listen offline

自动生成的音频
  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×
自动生成的音频

Editorial Rating

8

Qualities

  • Innovative

Recommendation

Google Analytics may feel like a boon to modern marketers, but increased reliance upon the service has led to the confusion between marketing channels and marketing strategies. Logz.io marketing director Samuel Scott offers practical examples that reveal why comprehending the respective roles of marketing strategies and channels remains vital in the digital age. He further discusses how Google Analytics limits marketers’ abilities to accurately measure the impact of specific strategies. getAbstract recommends this article to marketers and business owners either using or considering using Google Analytics.

Take-Aways

  • Many marketers no longer understand the differences among “marketing strategies, marketing channels and marketing content.”
  • In large part, Google Analytics is to blame for the confusion.
  • Marketing strategy is more important than channels. The five main strategies are “advertising, direct marketing, sales promotion, direct selling and publicity.”

About the Author

Samuel Scott is a Crunch Network contributor and the director of marketing and communications at Logz.io, an Israel-based company that offers log analysis services.

Comment on this summary or 开始讨论