Recherche avancée

Sur d’autres sites (7517)

• How to Implement Cross-Channel Analytics : A Guide for Marketers

  17 avril 2024, par Erin

  Every modern marketer knows they have to connect with consumers across several channels. But do you know how well Instagram works alongside organic traffic or your email list ? Are you even tracking the impacts of these channels in one place ?

  You need a cross-channel analytics solution if you answered no to either of these questions. 

  In this article, we’ll explain cross-channel analytics, why your company probably needs it and how to set up a cross-channel analytics solution as quickly and easily as possible.

  What is cross-channel analytics ? 

  Cross-channel analytics is a form of marketing analytics that collects and analyses data from every channel and campaign you use.

  The result is a comprehensive view of your customer’s journey and each channel’s role in converting customers. 

  Cross-channel analytics lets you track every channel you use to convert customers, including :

  • Your website
  • Social media profiles
  • Email
  • Paid search
  • E-commerce
  • Retargeting campaigns

  Cross-channel analytics solves one of the most significant issues of cross-channel or multi-channel marketing efforts : measurement. 

  Research shows that only 16% of marketing tech stacks allow for accurate measurement of multi-channel initiatives across channels. 

  That’s a problem, given the staggering number of touchpoints in a typical buyer’s conversion path. However, it can be fixed using a cross-channel analytics approach that lets you measure the performance of every channel and assign a dollar value to its role in every conversion. 

  The difference between cross-channel analytics and multi-channel analytics

  Cross-channel analytics and multi-channel analytics sound very similar, but there’s one key difference you need to know. Multi-channel analytics measures the performance of several channels, but not necessarily all of them, nor the extent to which they work together to drive conversions. Conversely, cross-channel analytics measures the performance of all your marketing channels and how they work together. 

  What are the benefits of cross-channel analytics 

  Cross-channel analytics offers a lot of marketing and business benefits. Here are the ones marketing managers love most.

  Get a complete view of the customer journey

  Implementing a cross-channel analytics solution is the only way to get a complete view of your customer journey. 

  Cross-channel marketing analytics lets you see your customer journey in high definition, allowing you to build comprehensive customer profiles using data from multiple sources across every touchpoint. 

  

  The result ? You get to understand how every customer behaves at every point of the customer journey, why they convert or leave your funnel, and which channels play the biggest role. 

  In short, you get to see why customers convert so you can learn how to convert more of them.

  Personalise the customer experience

  According to a McKinsey study, customers demand personalisation, and brands that excel at it generate 40% more revenue. Deliver the personalisation they desire and reap the benefits with cross-channel analytics. 

  When you understand the customer journey in detail, it becomes much easier to personalise your website and marketing efforts to their preferences and behaviours.

  Identify your most effective marketing channels

  Cross-channel marketing helps you understand your marketing efforts to see how every channel impacts conversions. 

  Take a look at the screenshot from Matomo below. Cross-channel analytics lets you get incredibly granular — we can see the number of conversions of organic search drives and the performance of individual search engines. 

  

  This makes it easy to identify your most effective marketing channels and allocate your resources appropriately. It also allows you to ask (and answer) which channels are the most effective.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Attribute conversions accurately 

  An attribution model decides how you assign credit for each customer conversion to different touchpoints on the customer journey. Without a cross-channel analytics solution, you’re stuck using a standard attribution model like first or last click. 

  These models will show you how customers first found your brand or which channel finally convinced them to convert, but it doesn’t help you understand the role all your channels played in the conversion. 

  Cross-channel analytics solves this attribution problem. Rather than attributing a conversion to the touchpoint that directly led to the sale, cross-channel data gives you the real picture and allows you to use multi-touch attribution to understand which touchpoints generate the most revenue.

  How to set up cross-channel analytics

  Now that you know what cross-channel analytics is and why you should use it, here’s how to set up your solution. 

  1. Determine your objectives

  Defining your marketing goals will help you build a more relevant and actionable cross-channel analytics solution. 

  If you want to improve marketing attribution, for example, you can choose a platform with that feature built-in. If you care about personalisation, you could choose a platform with A/B testing capabilities to measure the impact of your personalisation efforts. 

  1. Set relevant KPIs

  You’ll want to track relevant KPIs to measure the marketing effectiveness of each channel. Put top-of-the-funnel metrics aside and focus on conversion metrics. 

  These include :

  • Conversion rate
  • Average visit duration
  • Bounce rate

  1. Implement tracking and analytics tools

  Gathering customer data from every channel and centralising it in a single location is one of the biggest challenges of cross-channel analytics. Still, it’s made easier with the right tracking tool or analytics platform. 

  The trick is to choose a platform that lets you measure as many of your channels as possible in a single platform. With Matomo, for example, you can track search, paid search, social and email campaigns and your website analytics.

  1. Set up a multi-touch attribution model

  Now that you have all of your data in one place, you can set up a multi-touch attribution model that lets you understand the extent to which each marketing channel contributes to your overall success. 

  There are several attribution models to choose from, including :

  

  Each model has benefits and drawbacks, so choosing the right model for your organisation can be tricky. Rather than take a wild guess, evaluate each model against your marketing objectives, sales length cycle and data availability.

  For example, if you want to focus on optimising customer acquisition costs, a model that prioritises earlier touchpoints will be better. If you care about conversions, you might try a time decay model. 

  1. Turn data into insights with reports

  One of the big benefits of choosing a tool like Matomo, which consolidates data in one place, is that it significantly speeds up and simplifies reporting.

  When all the data is stored in one platform, you don’t need to spend hours combing through your social media platforms and copying and pasting analytics data into a spreadsheet. It’s all there and ready for you to run reports.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  1. Take action

  There’s no point implementing a cross-channel analytics system if you aren’t going to take action. 

  But where should you start ?

  Optimising your budgets and prioritising marketing spend is a great starting point. Use your cross-channel insights to find your most effective marketing channels (they’re the ones that convert the most customers or have the highest ROI) and allocate more of your budget to them. 

  You can also optimise the channels that aren’t pulling their weight if social media is letting you down ; for example, experiment with tactics like social commerce that could drive more conversions. Alternatively, you could choose to stop investing entirely in these channels.

  Cross-channel analytics best practices

  If you already have a cross-channel analytics solution, take things to the next level with the following best practices. 

  Use a centralised solution to track everything

  Centralising your data in one analytics tool can streamline your marketing efforts and help you stay on top of your data. It won’t just save you from tabbing between different browsers or copying and pasting everything into a spreadsheet, but it can also make it easier to create reports. 

  Think about consumer privacy 

  If you are looking at a new cross-channel analytics tool, consider how it accounts for data privacy regulations in your area. 

  You’re going to be collecting a lot of data, so it’s important to respect their privacy wishes. 

  It’s best to choose a platform like Matomo that complies with the strictest privacy laws (CCPA, GDPR, etc.).

  Monitor data in real time

  So, you’ve got a holistic view of your marketing efforts by integrating all your channels into a single tool ?

  Great, now go further by monitoring the impact of your marketing efforts in real time.

  

  With a web analytics platform like Matomo, you can see who visits your site, what they do, and where they come from through features like the visits log report, which even lets you view individual user sessions. This lets you measure the impact of posting on a particular social channel or launching a new offer. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Reallocate marketing budgets based on performance

  When you track every channel, you can use a multi-touch attribution model like position-based or time-decay to give every channel the credit it deserves. But don’t just credit each channel ; turn your valuable insights into action. 

  Use cross-channel attribution analytics data to reallocate your marketing budget to the most profitable channels or spend time optimising the channels that aren’t pulling their weight. 

  Cross-channel analytics platforms to get started with 

  The marketing analytics market is huge. Mordor Intelligence valued it at $6.31 billion in 2024 and expects it to reach $11.54 billion by 2029. Many of these platforms offer cross-channel analytics, but few can track the impact of multiple marketing channels in one place. 

  So, rather than force you to trawl through confusing product pages, we’ve shortlisted three of the best cross-channel analytics solutions. 

  Matomo

  

  Matomo is a web analytics platform that lets you collect and centralise your marketing data while giving you 100% accurate data. That includes search, social, e-commerce, campaign tracking data and comprehensive website analytics.

  Better still, you get the necessary tools to turn those insights into action. Custom reporting lets you track and visualise the metrics that matter, while conversion optimisation tools like built-in A/B testing, heatmaps, session recordings and more let you test your theories. 

  Google Analytics

  

  Google Analytics is the most popular and widely used tool on the market. The level of analysis and customisation you can do with it is impressive for a free tool. That includes tracking just about any event and creating reports from scratch. 

  Google Analytics provides some cross-channel marketing features and lets you track the impact of various channels, such as social and search, but there are a couple of drawbacks. 

  Privacy can be a concern because Google Analytics collects data from your customers for its own remarketing purposes. 

  It also uses data sampling to generate wider insights from a small subset of your data. This lack of accurate data reporting can cause you to generate false insights.

  With Google Analytics, you’ll also need to subscribe to additional tools to gain advanced insights into the user experience. So, consider that while this tool is free, you’ll need to pay for heatmaps, session recording and A/B testing tools to optimise effectively.

  Improvado

  

  Improvado is an analytics tool for sales and marketing teams that extracts thousands of metrics from hundreds of sources. It centralises data in data warehouses, from which you can create a range of marketing dashboards.

  While Improvado does have analytics capabilities, it is primarily an ETL (extraction, transform, load) tool for organisations that want to centralise all their data. That means marketers who aren’t familiar with data transformations may struggle to get their heads around the complexity of the platform.

  Make the most of cross-channel analytics with Matomo

  Cross-channel analytics is the only way to get a comprehensive view of your customer journey and understand how your channels work together to drive conversions.

  Then you’re dealing with so many channels and data ; keeping things as simple as possible is the key to success. That’s why over 1 million websites choose Matomo. 

  Our all-in-one analytics solution measures traditional web analytics, behavioural analytics, attribution and SEO, so you have 100% accurate data in one place. 

  Try it free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• 9 Ways to Customise Your Matomo Like a Pro

  5 octobre 2022, par Erin

  Matomo is a feature-rich web analytics platform. As such, it has many layers of depth — core features, extra plug-ins, custom dimensions, reports, extensions and integrations. 

  Most of the product elements you see can be personalised and customised to your needs with minimal restrictions. However, this breadth of choice can be overlooked by new users. 

  In this post, we explain how to get the most out of Matomo with custom reports, dashboards, dimensions and even app design. 

  How to customise your Matomo web analytics

  To make major changes to Matomo (e.g., create custom dashboards or install new plugins), you’ll have to be a Matomo Super User (a.k.a. The Admin). Super Users can also grant administrator permissions to others so that more people could customise your Matomo deployment. 

  Most feature-related customisations (e.g. configuring a custom report, adding custom goal tracking, etc.) can be done by all users. 

  With the above in mind, here’s how you can tweak Matomo to better serve your website analytics needs : 

  1. Custom dashboards

  

  Dashboards provide a panorama view of all the collected website statistics. We display different categories of stats and KPIs as separate widgets — a standalone module you can also customise. 

  On your dashboard, you can change the type, position and number of widgets on display. This is an easy way to create separate dashboard views for different projects, clients or team members. Rather than a one-size-fits-all dashboard, a custom dashboard designed for a specific role or business unit will increase data-driven decision-making and efficiency across the business.

  You can create a new dashboard view in a few clicks. Then select a preferred layout — a split-page view or multi columns. Next, populate the new dashboard area with preferred widgets showing :

  • SEO website rankings 
  • Visits, conversions and revenue 
  • Custom reports 

  Or code a custom widget area to pull specific website stats or other reporting data you need. Once you are done, arrange everything with our drag-and-drop functionality. 

  

  Popular feature use cases

  • Personalised website statistics layout for convenient viewing 
  • Simplified analytics dashboards for the line of business leaders/stakeholders 
  • Project- or client-specific dashboards for easy report sharing 

  Read more about customising Matomo dashboards and widget areas. 

  2. Custom reports

  

  As the name implies, Custom Reports widget allows you to mesh any of the dimensions and metrics collected by Matomo into a custom website traffic analysis. Custom reports save users time by providing specific data needed in one view so there is no need to jump back and forth between multiple reports or toggle through a report to find data.

  For each custom report, you can select up to three dimensions and then apply additional quantitative measurements (metrics) to drill down into the data.

  For example, if you want to closely observe mobile conversion rates in one market, you can create the following custom report :

  • Dimensions : User Type (registered), Device type (mobile), Location (France)
  • Metrics : Visits, Conversion Rate, Revenue, Avg. Generation Time.

  Custom Report widget is available within Matomo Cloud and as a plugin for Matomo On-Premise.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Popular feature use cases

  • Campaign-specific reporting to better understand the impact of different promo strategies 
  • Advanced event tracking for conversion optimization 
  • Market segmentation reports to analyse different audience cohorts 

  Read more about creating and analysing Custom Reports.

  3. Custom widgets

  

  We realise that our users have different degrees of analytics knowledge. Some love in-depth reporting dimensions and multi-row reporting tables. Others just want to see essential stats. 

  To delight both the pros and the novice users, we’ve created widgets — reporting sub-modules you can add, delete or rearrange in a few clicks. Essentially, a widget is a slice of a dashboard area you can populate with extra information. 

  You can add pre-made custom widgets to Matomo or develop your own widget to display custom reports or even external data (e.g., offline sales volume). At the same time, you can also embed Matomo widgets into other applications (e.g., a website CMS or corporate portal).

  Popular feature use cases

  • Display main goals (e.g., new trial sign-ups) on the main dashboard for greater visibility 
  • Highlight cost-per-conversion reporting by combining goals and conversion data to keep your budgets in check 
  • Run omnichannel eCommerce analytics (with embedded offline sales data) to get a 360-degree view into your operations 

  Read more about creating widgets in Matomo (beginner’s guide). 

  4. Custom dimensions 

  

  Dimensions describe the characteristics of reported data. Think of them as “filters” — a means to organise website analytics data by a certain parameter such as “Browser”, “Country”, “Device Type”, “User Type” and many more. 

  Custom Dimensions come in handy for all sorts of segmentation reports. For example, comparing conversion rates between registered and guest users. Or tracking revenue by device type and location. 

  For convenience, we’ve grouped Custom Dimensions in two categories :

  Visit dimensions. These associate metadata about a user with Visitor profiles — a summary of different knowledge you have about your audience. Reports for Visit scoped custom dimensions are available in the Visitors section of your dashboard. 

  Action dimensions. These segment users by specific actions tracked by Matomo such as pageviews, events completion, downloads, form clicks, etc. When configuring Custom Dimensions, you can select among pre-defined action types or code extra action dimensions. Action scoped custom dimensions are available in the Behaviours section of Matomo. 

  Depending on your Matomo version, you can apply 5 – 15 custom dimensions to reports. 

  Important : Since you can’t delete dimensions (only deactivate them), think about your use case first. Custom Dimensions each have their own dedicated reports page on your Matomo dashboard. 

  Popular custom dimension use cases among users :

  • Segmenting reports by users’ screen resolution size to understand how your website performs on different devices
  • Monitor conversion rates for different page types to determine your best-performing assets 

  Read more about creating, tracking and managing Custom Dimensions. 

  5. Custom scheduled reports

  Manually sending reports can be time consuming, especially if you have multiple clients or provide reports to numerous stakeholders. Custom scheduled reports remove this manual process to improve efficiency and ensure timely distribution of data to relevant users.

  Any report in Matomo (default or custom) can be shared with others by email as a PDF file, HTML content or as an attached CSV document. 

  You can customise which data you want to send to different people — your colleagues, upper management, clients or other company divisions. Then set up the frequency of email dispatches and Matomo will do the rest. 

  Auto-scheduling an email report is easy. Name your report, select a Segment (aka custom or standard report), pick time, file format and sender. 

  

  You can also share links to Matomo reports as text messages, if you are using ASPSMS or Clockwork SMS. 

  Popular feature use cases

  • Convenient stakeholder reporting on key website KPIs 
  • Automated client updates to keep clients informed and reduce workload 
  • Easy data downloads for doing custom analysis with business intelligence tools 

  Read more about email reporting features in Matomo. 

  6. Custom alerts

  

  Custom Alerts is a Matomo plugin for keeping you updated on the most important analytics events. Unlike Custom Reports, which provide a complete or segmented analytics snapshot, alerts are better suited for tracking individual events. For example, significant traffic increases from a specific channel, new 404 pages or major goal achievement (e.g., hitting 1,000 sales in a week). 

  Custom Alerts are a convenient way to keep your finger on the pulse of your site so you can quickly remedy an issue or get updated on reaching a crucial KPI promptly. You can receive custom alerts via email or text message in a matter of minutes.

  To avoid flooding your inbox with alerts, we recommend reserving Custom Alerts for a select few use cases (3 to 5) and schedule custom Email Reports to receive general web page analytics. 

  Popular custom alerts use cases among users :

  • Monitor sudden drops in revenue to investigate the cause behind them and solve any issues promptly 
  • Get notified of traffic spikes or sudden dips to better manage your website’s technical performance 

  Read more about creating and managing Custom Alerts. 

  7. Goals

  

  Goals feature helps you better understand how your website performs on certain business objectives such as lead generation, online sales or content discovery. A goal is a quantifiable action you want to measure (e.g., a specific page visit, form submission or a file download). 

  When combined together, Goals make up your sales funnel — a series of specific actions you expect users to complete in order to convert. 

  Goals-setting and Funnel Analytics are a powerful, customisable combo for understanding how people navigate your website ; what makes them take action or, on the contrary, lose interest and bounce off. 

  On Matomo, you can simultaneously track multiple goals, monitor multiple conversions per one visit (e.g., when one user requests two content downloads) and assign revenue targets to specific goals.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Separately, Matomo Cloud users also get access to a premium Funnels feature and Multi Channel Conversion Attribution. On-Premises Matomo users can get both as paid plugins via our Marketplace.

  Popular goal tracking use cases among users :

  • Tracking newsletter subscription to maximise subscriber growth 
  • Conversion tracking for gated content (e.g., eBooks) to understand how each asset performs 
  • Analysing the volume of job applications per post to better interpret your HR marketing performance 

  Read more about creating and managing Goals in Matomo.

  8. Themes

  

  Want to give your Matomo app a distinctive visual flair ? Pick a new free theme for your On-Premises installation. Minimalistic, dark or classic — our community created six different looks that other Matomo users can download and install in a few clicks. 

  If you have some HTML/CSS/JS knowledge, you can also design your own Matomo theme. Since Matomo is an open-source project, we don’t restrict interface customisation and always welcome creativity from our users.

  Read more about designing your own Matomo theme (developer documentation).

  9. White labelling

  

  Matomo is one of the few website analytics tools to support white labelling. White labelling means that you can distribute our product to others under your brand. 

  For example, as a web design agency, you can delight customers with pre-installed GDPR-friendly website analytics. Marketing services providers, in turn, can present their clients with embedded reporting widgets, robust funnel analytics and 100% unsampled data. 

  Apart from selecting a custom theme, you can also align Matomo with your brand by :

  • Customising product name
  • Using custom header/font colours 
  • Change your tracking endpoint
  • Remove links to Matomo.org

  To streamline Matomo customisation and set-up, we developed a White Label plug-in. It provides a convenient set of controls for changing your Matomo deployment and distributing access rights to other users or sharing embedded Matomo widgets). 

  Read more about white labelling Matomo. 

  Learning more about Matomo 

  Matomo has an ever-growing list of features, ranging from standard website tracking controls to unique conversion rate optimisation tools (heatmaps, media analytics, user cohorts and more).

  To learn more about Matomo features you can check our free video web analytics training series where we cover the basics. For feature-specific tips, tricks and configurations, browse our video content or written guides. 

  21 day free trial. No credit card required.

• ffmpeg how convert audio files in other formats ?

  21 septembre 2012, par John Smith

  I download audio file and me need convert him on formats .mp3,.wav,.ogg.,acc.
  My script :

  if($ext=='wav'){
  
      shell_exec("ffmpeg -i $infile -acodec libmp3lame -ab 320 $outfile_mp3");
  
      shell_exec("ffmpeg -i $infile -acodec libvorbis -ab 320 $outfile_ogg");
  
      shell_exec("ffmpeg -i $infile -acodec libfaac -ab 320 $outfile_aac");
  
  }
  
  elseif($ext=='mp3'){
  
      shell_exec("ffmpeg -i $infile -ab 256 $outfile_wav");
  
      shell_exec("ffmpeg -i $infile -ab 256 $outfile_ogg");
  
      shell_exec("ffmpeg -i $infile -ab 256 $outfile_aac");
  
      move_uploaded_file($tmp, $path.$name2.'mp3');
  
  }
  
  elseif($ext=='ogg'){
  
      shell_exec("ffmpeg -i $infile -acodec libmp3lame $outfile_mp3");
  
      shell_exec("ffmpeg -i $infile $outfile_wav");
  
      shell_exec("ffmpeg -i $infile -acodec libfaac $outfile_aac");
  
  }
  
  elseif($ext=='aac'){
  
      shell_exec("ffmpeg -i $infile -acodec libmp3lame $outfile_mp3");
  
      shell_exec("ffmpeg -i $infile -acodec libvorbis $outfile_ogg");
  
      shell_exec("ffmpeg -i $infile -acodec libmp3lame $outfile_wav");
  
  }

  Help me please convert files :

  1. how convert file in format .mp3 in formats .wav, .ogg, .acc
  2. how convert file in format .wav in formats .mp3, .wav, .acc
  3. how convert file in format .ogg in formats .mp3, .ogg, .acc
  4. how convert file in format .acc in formats .mp3, .ogg, .wav

  I want to get good sound quality audio files...