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With the rise of SEO platforms and enterprise-level technology, we are drowning in a sea of SEO data, with a lot of information right at our fingertips. But are we really getting a true and accurate picture of our SEO performance?

As marketers, we pore over data all the time — but in order to glean meaningful insights, we need to make sure our data collection tools are set up properly and managed correctly for accuracy.

Here is how to do it.

Attribution

Attribution has been one of online marketing’s biggest challenges. Who gets the credit for a conversion when there are so many different touch points along the path to purchase? Is last click the right way to look at things? How about first click?

Some brands choose first click, while some agencies look at last click. Some even have complex attribution models which give partial credit to different touch points.

We need to come to a mutual agreement with our clients on what attribution model we are going to use and then make sure our reporting data reflects this. You can use the Model Comparison Tool in Google Analytics “to compare how different attribution models impact the valuation of your marketing channels.”

Channel classification

One common mistake that I have seen over the years is that the paid search is not set up correctly and can actually get misclassified as organic search, which can inflate your SEO numbers and make them highly inaccurate. Always check to see if your search channels are set up and classified correctly.

Site search    

Tracking on-site search is a great way to get insights into what users are looking for on your site, helping you to develop a holistic content strategy at all stages of the user journey. Depending on your analytics platform, you need to enable this and add parameters to on-site search keywords.

[Read the full article on Search Engine Land.]

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Segment (formerly Segment.io) acts as a kind of data switchboard for brands. It takes data from sites, apps, and various kinds of platforms, and pipes them to any of several hundred tools for analytics, ecommerce, A/B testing, and other purposes.

In short, the company says, it acts “like a single API.”

Each Segment user can set up the data they want to collect, but the company also offers three pre-set packages that automatically capture specific kinds of data most commonly required for E-commerce, Email, and A/B Testing.

Today, Segment is announcing its Native Mobile Spec, the fourth package of automatically collected data. Part of the newest Segment software development kit for iOS and Android devices, it captures six in-app lifecycle events: Application Installed, Application Opened, Application Started, Screen Viewed, Order Completed, and Application Updated. The company says that its platform is currently connected to about 3000 apps.

CEO Peter Reinhardt told me that, within a few weeks, various marketing events will be added to the Native Spec’s set of automatically collected data, such as Install Attributed, Deep Link Opened, and Deep Link Clicked.

The data is used, for instance, to power Custom Audiences, dynamic ads, and conversion tracking on Facebook, or mobile marketing, analytics, and attribution through such tools as Tune, Kochava, MixPanel, and Salesforce Marketing Cloud.

Reinhardt noted that, previously, collecting data from apps through Segment required a brand to first determine what specs they wanted, and then the specs had to be manually set. A packaged Spec, he said, makes the process quicker, and allows Segment to offer an existing server-to-server integration. Brands can also customize the Spec’s data collection with additional choices, if they wish.

The addition of Native Mobile Spec is the latest effort by the San Francisco-based company to make its “universal API” more versatile and efficient. In April, for instance, it added Sources, which expanded its data sources beyond apps and sites to CRMs, help desks, email vendors, and others.

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 When you’re a trio of superpowered kindergarteners tasked with saving the world on a weekly basis, you’ve got to use every tool in the old toybox. Thankfully for an animated world constantly in peril, this year’s rebooted Powerpuff Girls have picked up a few new tricks along the way. Blue-eyed, pig-tailed sister Bubbles, for one, has kept up with the times by learning to… Read More

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 Snapchat combines the best of social networks, magazines, and television in a redesign of its omni-entertainment app. You’ll now see image and headline previews of the content inside Discover channels and Live stories on the Stories page, instead of just logos for the publishers or events they capture. The Discover page now features a Pinterest-style mason grid of tiles, while the… Read More

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