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.
In this summary, you will learn
- Why confusing marketing channels with strategies is problematic,
- How Google Analytics changed marketers’ focus from strategies to channels and
- Why Google Analytics gives marketers “faulty metrics.”
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.