Using Standard Event Parameter Names for GA4 Tracking
Custom event parameters can't be passed through to GA4 using a single event tag in GTM. The solution is to use standard event parameter names, renaming parameters to custom names within GA4.
Visual Maps of Websites and Apps
Website visualisation maps are the best method to understand how a website is structured. This understanding is critical for analysis of visitors and their behaviour so that business performance can be improved.
Naming the Data We Use
It is important to modify your language to that used by others, to ensure you are understood. I used polls to gather feedback on the right terms to use to describe the work I do, leading me to decide upon website data and digital data.
The Performance Diagnostic report
The website Performance Diagnostic is an ugly data puke of a report. It is also the most powerful way of identifying actions, using internal benchmarks & informed by data, to improve business performance.
The Retail Merchandise Report
The Retail Merchandise report is a tool used with online retailers for years to improve sales. It highlights products that need changes and products to promote, actions that should be taken daily but made smarter through the use of data.
Let’s Talk Attribution: An Alternative Approach
The first two blog posts in this series explained attribution and then why it was flawed. So the finale needs to provide the solution, an alternative approach to optimising your marketing spend.
Launching the Business Performance Audit
The Business Performance Audit is a quick turnaround, fixed cost, productised service offering from ZHS Orchards. It has a special launch offer for one charity/start-up of €4,750 excl VAT.
Let’s Talk Attribution: 3 Key Flaws
Part 2 of this Lets Talk Attribution series covers the 3 key flaws in all attribution models. These are that not all touchpoints can be captured, that 100% of revenue is attributed and that they can't react to known impacts with no data.
Welcome to ZHS Orchards
An introduction to ZHS Orchards, the business vehicle for Peter and Samantha to offer their respective data and social media services, now open for business. Details of what we offer are on our services pages, please get in touch if you want to discuss.
Let’s Talk Attribution
What if instead of chasing the right marketing attribution model, you invested in a different approach that achieved better results. Part 1 of 3 running through talks Peter gave on this topic in 2017/18.