Recherche avancée

Sur d’autres sites (14375)

• Piwik Analytics and becoming a Piwik Certified Professional

  10 juillet 2017, par Piwik Core Team — About

  Digital Analytics software

  Piwik Analytics is the leading open source digital analytics software, offering users around the world an opportunity to liberate their analytics. Most recently, they have introduced the Piwik Certified Professional certification exam which now allows users to become qualified in Piwik Analytics software on an individual level to gain a deeper understanding of Piwik. In this blog post I will guide you through the topics that are covered during the exam and provide you with advice on taking the official Piwik Certified Professional exam.

  

  Piwik certification exam

  Taking the exam will cost you a maximum investment of 60 minutes of your time, besides learning all materials of course. The exam consists of 55 multiple choice questions with four answers to choose from. The score needed to pass is 80% (44 questions answered correctly) and the cost is 50 USD total. An earned certificate is valid for 18 months, before these eighteen months are over a person should pass the exam again in order to retain the certified status.

  Learning topics

  The exam consists of two sections. The main section is focused on the Piwik Analytics software itself while the second part relates to digital analytics in general. All topics and content covered about Piwik Analytics is available through the official Piwik user guides. The second section tests your experience as a digital analyst, online marketer or any other function title in which you work with Piwik Analytics. In this case, the general digital analytics questions should be quite straightforward and easy to answer, and cover only a fraction of the total questions in the exam (around 10% with 5-7 general questions). An outline of all exam topics are listed below :

  • A Tour of Piwik
  • Track Goals and Measure Conversions
  • Event Tracking
  • Content Tracking
  • Ecommerce Analytics
  • Row Evolution – View and compare historical data
  • Segmentation – Compare segments of visitors
  • Visitors Maps – World, region, city
  • Real Time Visitor World Map
  • Real Time Analytics
  • The Visitor Profile
  • Site speed and Page speed
  • Site Search Tracking and Reporting
    
  • Transitions – Analyze the previous and following actions of your visitors for each page
  • Page Overlay
  • Custom Variables Analytics
  • Custom Dimensions
  • User ID
  • Annotating your data
  • Tracking Campaigns
  • URL Builder for Marketing Campaign Tracking

  The best way to prepare for the exam is read the entire Piwik user guides. You should definitely read the “Analytics Features” section since most questions of the Piwik Certified Professional – Digital Analytics exam that will be asked come from these sections. Furthermore you should be able to find your way around in Piwik at a basic level which means you know what the reports mean and where to find certain information. In addition, some basic knowledge regarding the settings is useful too. The exam is definitely not a technical implementation exam so no coding knowledge or any other deeply technical knowledge regarding Piwik is required.

  Finally, some general questions will be asked regarding digital analytics covering topics about KPI’s and the role of the analyst within an organization. While Piwik provides some links to articles by Avinash Kaushik covering these topics, you will not be able to learn these topics just by reading. When you have some experience with digital analytics you should be able to answer these general digital analytics questions with common sense and (even basic) experience as a digital analyst, analytics consultant, online marketer or any other related job whereby you work with Piwik.

  Taking the exam

  With 55 questions to be answered in 60 minutes the key to passing the exam is to keep moving. You have about 1 minute and 5 seconds to answer each question. This means that you should focus on the easiest questions first and return later to the questions that are a bit more challenging to answer. Keep an eye on the timer that will be displayed in the exam window. When the time expires or you click ‘Finish test’ your exam will end and be automatically submitted for review. Remember to first check all questions and answers before you click on the ‘Finish test’ button. If you click too soon and you still haven’t answered all questions, all unanswered questions will be marked as incorrect.

  During the test, no hard copy or online materials may be referenced. As you can imagine, it is almost impossible to check if users reference these kind of materials. However, be aware of the penalty system that is in place during the test. When a user leaves from the active test screen to another screen (i.e. a different browser tab) the screen turns red and provides a warning count when the user returns to the test screen again. You will have three warnings, after this your test will be submitted and graded as false. Furthermore, keep in mind you will have to do the test in one go and cannot pause and come back another time.

  Practice makes perfect

  Below I have included some example questions that could be asked during the exam. These questions do not necessarily represent how Piwik will test you on these topics.

  • What is the default report date that is selected by Piwik ?
  • Why would someone flatten a report in Piwik ?
  • Why would a user especially use the Page Overlay report ?
  • What are the three main Ecommerce interactions tracked with Piwik ?
  • What is an example of an anonymized IP address in Piwik ?

  Passing the Piwik Certified Professional – Digital Analytics exam

  Directly after submitting the exam you will receive a notification telling you whether or not you have passed the exam. If you pass, you will be able to download your personal certification right away. A report of your exam performance will also be available. This report lists the amount of correct answers and total questions by topic. The report with your exam performance is also available if you did not pass the exam. The certificate is valid for 18 months from the date of successful completion.

  Sometimes the difference between passing and failing can be a matter of how you interpret some of Piwik’s questions. There are several tricky questions included, so be sure to pay attention to detail on every question. If you fail, you may take the exam again. You will have to pay the 50 USD fee for each try, so do your best to pass it the first time.

  → Register to become a Piwik Certified Professional.

  We wish you the best of luck and happy analytics !

• Adventures in Unicode

  29 novembre 2012, par Multimedia Mike — Programming, php, Python, sqlite3, unicode

  Tangential to multimedia hacking is proper metadata handling. Recently, I have gathered an interest in processing a large corpus of multimedia files which are likely to contain metadata strings which do not fall into the lower ASCII set. This is significant because the lower ASCII set intersects perfectly with my own programming comfort zone. Indeed, all of my programming life, I have insisted on covering my ears and loudly asserting “LA LA LA LA LA ! ALL TEXT EVERYWHERE IS ASCII !” I suspect I’m not alone in this.

  Thus, I took this as an opportunity to conquer my longstanding fear of Unicode. I developed a self-learning course comprised of a series of exercises which add up to this diagram :

  
  
  

  Part 1 : Understanding Text Encoding
  Python has regular strings by default and then it has Unicode strings. The latter are prefixed by the letter ‘u’. This is what ‘ö’ looks like encoded in each type.

  python

  < view plain text >

  1. >>> ’ö’, u’ö’
  2. (’\xc3\xb6’, u’\xf6’)

  A large part of my frustration with Unicode comes from Python yelling at me about UnicodeDecodeErrors and an inability to handle the number 0xc3 for some reason. This usually comes when I’m trying to wrap my head around an unrelated problem and don’t care to get sidetracked by text encoding issues. However, when I studied the above output, I finally understood where the 0xc3 comes from. I just didn’t understand what the encoding represents exactly.
  

  I can see from assorted tables that ‘ö’ is character 0xF6 in various encodings (in Unicode and Latin-1), so u’\xf6′ makes sense. But what does ‘\xc3\xb6′ mean ? It’s my style to excavate straight down to the lowest levels, and I wanted to understand exactly how characters are represented in memory. The UTF-8 encoding tables inform us that any Unicode code point above 0x7F but less than 0×800 will be encoded with 2 bytes :

   110xxxxx 10xxxxxx
  

  Applying this pattern to the \xc3\xb6 encoding :

              hex : 0xc3      0xb6
             bits : 11000011  10110110
   important bits : ---00011  —110110
        assembled : 00011110110
       code point : 0xf6
  

  I was elated when I drew that out and made the connection. Maybe I’m the last programmer to figure this stuff out. But I’m still happy that I actually understand those Python errors pertaining to the number 0xc3 and that I won’t have to apply canned solutions without understanding the core problem.

  I’m cheating on this part of this exercise just a little bit since the diagram implied that the Unicode text needs to come from a binary file. I’ll return to that in a bit. For now, I’ll just contrive the following Unicode string from the Python REPL :

  python

  < view plain text >

  1. >>> u = u’Üñìçôđé’
  2. >>> u
  3. u’\xdc\xf1\xec\xe7\xf4\u0111\xe9’

  Part 2 : From Python To SQLite3
  The next step is to see what happens when I use Python’s SQLite3 module to dump the string into a new database. Will the Unicode encoding be preserved on disk ? What will UTF-8 look like on disk anyway ?

  python

  < view plain text >

  1. >>> import sqlite3
  2. >>> conn = sqlite3.connect(’unicode.db’)
  3. >>> conn.execute("CREATE TABLE t (t text)")
  4. >>> conn.execute("INSERT INTO t VALUES (?)", (u, ))
  5. >>> conn.commit()
  6. >>> conn.close()

  Next, I manually view the resulting database file (unicode.db) using a hex editor and look for strings. Here we go :

  000007F0   02 29 C3 9C  C3 B1 C3 AC  C3 A7 C3 B4  C4 91 C3 A9
  

  Look at that ! It’s just like the \xc3\xf6 encoding we see in the regular Python strings.

  Part 3 : From SQLite3 To A Web Page Via PHP
  Finally, use PHP (love it or hate it, but it’s what’s most convenient on my hosting provider) to query the string from the database and display it on a web page, completing the outlined processing pipeline.

  php

  < view plain text >

  1. < ?php
  2. $dbh = new PDO("sqlite:unicode.db") ;
  3. foreach ($dbh->query("SELECT t from t") as $row) ;
  4. $unicode_string = $row[’t’] ;
  5.  ?>
  6.  
  7. <html>
  8. <head><meta http-equiv="Content-Type" content="text/html ; charset=utf-8"></meta></head>
  9. <body><h1>< ?=$unicode_string ?></h1></body>
  10. </html>

  I tested the foregoing PHP script on 3 separate browsers that I had handy (Firefox, Internet Explorer, and Chrome) :

  
  
  

  I’d say that counts as success ! It’s important to note that the “meta http-equiv” tag is absolutely necessary. Omit and see something like this :

  
  
  

  Since we know what the UTF-8 stream looks like, it’s pretty obvious how the mapping is operating here : 0xc3 and 0xc4 correspond to ‘Ã’ and ‘Ä’, respectively. This corresponds to an encoding named ISO/IEC 8859-1, a.k.a. Latin-1. Speaking of which…

  Part 4 : Converting Binary Data To Unicode
  At the start of the experiment, I was trying to extract metadata strings from these binary multimedia files and I noticed characters like our friend ‘ö’ from above. In the bytestream, this was represented simply with 0xf6. I mistakenly believed that this was the on-disk representation of UTF-8. Wrong. Turns out it’s Latin-1.

  However, I still need to solve the problem of transforming such strings into Unicode to be shoved through the pipeline diagrammed above. For this experiment, I created a 9-byte file with the Latin-1 string ‘Üñìçôdé’ couched by 0′s, to simulate yanking a string out of a binary file. Here’s unicode.file :

  00000000   00 DC F1 EC  E7 F4 64 E9  00         ......d..
  

  (Aside : this experiment uses plain ‘d’ since the ‘đ’ with a bar through it doesn’t occur in Latin-1 ; shows up all over the place in Vietnamese, at least.)

  I’ve been mashing around Python code via the REPL, trying to get this string into a Unicode-friendly format. This is a successful method but it’s probably not the best :

  python

  < view plain text >

  1. >>> import struct
  2. >>> f = open(’unicode.file’, ’r’).read()
  3. >>> u = u’’
  4. >>> for c in struct.unpack("B"*7, f[1 :8]) :
  5. ... u += unichr(c)
  6. ...
  7. >>> u
  8. u’\xdc\xf1\xec\xe7\xf4d\xe9’
  9. >>> print u
  10. Üñìçôdé

  Conclusion
  Dealing with text encoding matters reminds me of dealing with integer endian-ness concerns. When you’re just dealing with one system, you probably don’t need to think too much about it because the system is usually handling everything consistently underneath the covers.

  However, when the data leaves one system and will be interpreted by another system, that’s when a programmer needs to be cognizant of matters such as integer endianness or text encoding.

• B2B Marketing Attribution Guide : How to Master It in 2024

  21 mai 2024, par Erin

  The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

  With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

  In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

  What is B2B marketing attribution ?

  Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

  

  The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

  This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

  What makes marketing attribution different for B2B ?

  The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

  The B2B sales funnel is significantly longer and more complex

  The typical B2C sales funnel is often broken down into four simple stages :

  1. Awareness : when a prospect first finds out about your product or brand
  2. Interest : where a prospect starts to learn about the benefits of your product
  3. Desire : when a prospect understands that they need your product
  4. Action : the actual process of closing the sale

  Even the most simplified B2B sales funnel includes several key stages.

  

  Here’s a brief overview of each :

  1. Awareness : Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
  2. Consideration : Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
  3. Conversion : Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
  4. Loyalty : Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
  5. Advocacy : Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

  A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

  More teams are involved in the marketing and sales process

  The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

  They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

  For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

  Everyone works together to meet high-level company goals.

  The next section will explore how to set up an attribution system.

  How to find the right mix of B2B marketing attribution tools

  For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

  We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

  Use website analytics to track touchpoints

  The first thing you want to do is install a reliable website analytics solution on your website. 

  Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

  This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

  With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

  Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results :

  

  For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

  In total, Matomo has 6 available attribution models to choose from :

  1. First interaction
  2. Last interaction
  3. Last non-direct 
  4. Linear
  5. Position based
  6. Time decay 

  These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Use a CRM to integrate customer data from multiple sources

  Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

  Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

  Implement self-reported attribution

  To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

  

  Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

  Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

  However, self-reported attribution isn’t foolproof ; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

  Best practices for handling B2B prospect data in a privacy-sensitive world 

  Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

  Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

  If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

  Switch to a privacy-friendly web analytics

  Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

  These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

  While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

  Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

  Improve your B2B marketing attribution with Matomo

  Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

  At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

  If you want a competitive edge over other B2B companies, try Matomo for 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