Tag management: basics & systems

What’s important here is: data, data, data. Big data is no longer a buzzword and web analysis has become one of the most important disciplines in the context of marketing. After all, you can’t optimise your website and increase your conversion rate if you don’t understand the user by closely tracking their activities. A basic requirement of web analysis is to collect user information using...

Statistic problems and other obstacles with A/B testing

Website usability tests are a common method of optimising your web project. A/B testing is especially popular and this method consists of comparing two variants of a page with each other. However, actually implementing and analysing one of these tests isn’t easy, even with powerful tools. Statistic problems and poor decisions quickly lead to you defeating the purpose of the optimisation.

Behavioural targeting: tailored advertising on the internet

In the world of advertising, behavioural targeting is the method used by advertisers to record surfing behaviour of potential customers, with the aim of categorising visitors into key demographic groups. Website owners can create profiles based on users’ interests, preferences, and motives. This information determines the ad campaigns presented to the user, simultaneously reducing scattering loss...

Data warehouse systems: get success with big data analysis

More and more businesses are adopting dispositive data with the aim of making strategic decisions shaped by reports, prognoses, and patterns. The database is usually supplied by an information system that functions as a central data repository, separate from a data operating system. This is known as a data warehouse, or a DWH for short. A data warehouse is a modularly built system made up of...

Predictive analytics – definition and examples

What is predictive analytics? The subsection of big data analysis has similarities to data mining. But what exactly is the difference and how does predictive analysis actually work? We provide the answers on this method of data analysis, show you what it is used for, and what tools there are for using the technique of predictive analytics.

Browser fingerprints: the basics and protection options

In recent years, so-called browser fingerprinting has established itself as a tracking method that doesn’t rely on the use of cookies. Web servers capture different characteristics from visitors’ browsers and determine their digital fingerprint based on them. They enable visitors to be recognised at a later date. While some information is automatically transmitted, it is mainly active elements...

What is the AIDA model?

The AIDA model has been around for more than one hundred years and illustrates the basic knowledge of advertising research. The schematic representation of the purchasing decision-making process is in four successive phases and is reduced to show the essential steps. Some see this model as too simplified and believe it doesn’t adequately depict modern, multi-layered communication processes. As a...

Log analysis: What the web server log reveals about your visitors

How many pages are accessed by a single user when they’re visiting your website? And which links or search queries did they use to lead them to you? To answer such questions, well-known web analysis tools like Google Analytics seem to be the only option. But the web server’s automatically generated log file also provides a solid foundation for user information. The following guide discusses the...

Web analytics: data privacy when creating a profile

Tracking tools can provide website operators with a useful indication on how to adapt an online project to suit a target group. These tools focus on user profiles, which reveal how users find the website, and which content provokes interactions. This information is based on user data, which can be subject to stringent data protection guidelines in some countries within the European Union. Find out...