Thanks to Google, many marketers no longer understand the distinction between strategies and channels.
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
- Why Google Analytics gives marketers “faulty metrics.”
Comment on this summary
Customers who read this summary also read
Ben Elgin et al.
Bloomberg Business, 2015
Vadim Tylik © 2014, 2014
Cindy Faust et al.
Aimia Institute © 2014, 2014
The Media Insight Project
American Press Institute, 2015