Marketing Teams Need Reinvention

Everything happened so quickly. Digitalization traveled like light, It was faster then anything. Most of the people, organizations, businesses and processes were slow to respond and digest this new technology. Evolution is everywhere. Those who can’t adjust themselves to what’s already here, have a risk of becoming extinct, literally. In this article I am going to talk about marketing departments who have been so slow to respond to this new digital age. I am going to talk about companies who haveseparate digital marketing organizations. I am going to talk about marketing organizations who are doing digital things only through agencies.

Let’s go back to the college years. In business schools there are usually 2 main types of people. Marketing or finance people. Of course there are weird ones like me who enjoyed math and technology but for some reason ended up in business school. Some of my friends went to finance and rest of them went to marketing. I think I was one of the few people who ended up technology after business school.

In classical marketing organization we have different roles such as: product, sales, distribution, research and advertising . As a product manager your goal is to engage with your target market, make sure you understand them and create products that would be sold often enough to make you profitable. You also need to find and create new markets and you use research, advertising and distribution methods to reach new and existing customers. This basic circle is highly social and creative where you really don’t need any technical people. Offline marketing is all about TV commercials, newspaper ads or some billboards on a popular street.

Then whole world changed so rapidly with Internet and smart phones. We started online campaigns and we started to offer our products online. Who needs to go the bank branch when you can transfer money online.

At this point marketing organizations needed to change its workforce but adaptation have been slow. They needed to add more people who understood and enjoyed technical aspects of things. But it did not happen fast enough. Since they always depended on different agencies to most of their work, this new “Internet medium things” also went to agencies. Adwords, web analytics and tag integration were all given to agency control. I am not saying that classical marketing tasks died, but even for companies who are not core digital, most of the marketing functions like advertising, branding, distribution and communication started to happen more in a digital world.

Meanwhile pure digital companies like Google, Amazon or Netflix who created some of these technologies were naturally hiring people who were both creative and analytical with technical skills. They started doing very interesting marketing things like A/B testing, personalization, recommendation with help of advanced analytics. Marketing or product analysts in these companies are usually nerdy engineers who had nothing to do with marketing in the schools.

At this time there were lots of smart companies who were trying to copy these new technologies to make them available for other companies who have don’t have Google’s money and know-how.They started to find clients who have been very excited doing all this new cool stuff. Yes era of marketing tools have started.

That’s where problems have started too. Marketing bosses started to buy new marketing tools or asked IT to develop new tools in-house without investing in business people who can actually use or implement these tools. They thought software would be installed by IT and everybody would live happily ever after. Of course things did not go like that .IT departments needed business drive or help to integrate the software but business people did not have enough know-how to give that direction. Lots of people have been resisting to these new tools since this was not what they signed up for. Lots of companies ended up with technologies that were implemented wrong and after some time they were all ditched forever since nobody used them.

In San Francisco area more and more marketing analytics and product managers are coming from engineering background not from business schools. If you are working in marketing world, you really need to be comfortable with analytics and technology, otherwise future is not very bright for you. When I interview people for my clients, I am amazed to hear some comments like “I don’t want to be too technical, I like to stay creative” So you think people who created Google and Facebook were not creative? Huh? Really? Come again..

If you are a marketing/business boss, please hire people who like to learn and employ technology in their everyday life. Marketing and IT now have to work next to each other like twins. IT used to be owner of the technology but it should not be the case anymore. Now business has to lead technology for businesses and choose new technologies that is going to support their business strategies.

But how can you lead something with people who has no skills to do that.

Start reinventing your marketing departments. Future is already here.

Digital Analytics Data Quality and Web Analysts

I want to talk about digital analytics data quality that confuses lots of people who are new to this world.

Analysts who are used to the structured data which gives them perfect data will have frustration at the beginning if they don’t understand digital analytics dynamics. In structured data world, you are based on transaction data which is the exact number since data is created by application during transaction , there is no third party involved. This means when transaction happens, your data is also being created. If you have transaction, you have data.

In this new digital world where we track user clicks, data is not passed from application but it is passed from web browser. Websites are not connected to the visitors directly, there is a medium between them: Web Browsers like Firefox or Safari. Visitors are accessing to company’s digital assets through this medium. So if you want to collect data from customer who is visiting your site, you need to ask to the browser to send data to you. You usually need to use another third party analytics vendor to get this data.

This is the essential thing to know when you look at this data.

Customer clicks something on the page, browser sends this click as a web request to the website and site gives response from its servers, browser picks up this response and shows it to the visitor. During this traffic you will be collecting data through your web analytics vendor. As you can see there are many things that can go wrong during this transaction that consists of many steps, parties and hardwares. Even if you have the perfect web analytics implementation, you really can’t control things like visitor’s computer, browser performance, or visitor’s internet connection. You even can’t control your site 100%. Servers can fail, you end up with bugs and pages might have errors.

This is what you got and you need to look at data keeping this in mind. There is no such thing like perfect digital data and you just need to use your business and analytical skills to make sense out of this data. That’s why good digital analytics professionals look at trends to create insights rather than looking at raw numbers.

This is also one of the reasons why you should not let everybody to make analysis. When an analyst does not understand the product and infrastructure of digital assets well, they are going to end up with lots of wrong insights. At the end they are going to blame web analytics vendor or technical implementation. Implementation might be wrong but you need to have people who can understand data quality in a blink of eye

Second type of people who are not comfortable with differences in data are those who are not employing analytical skills that is needed. When you are highly analytical you can easily make connections between different reports, KPIs and business objectives. You would recognize wrong data but you will also recognize that in some cases this wrong data will not deviate your insight, you will still get something out of that one.

Hire people who can create insights with data that is available to them. That’s the skill we need in this fast-paced digital world.

Business Optimization and Testing Basics

Optimization and testing became buzzwords in the digital world when big technological companies like Amazon, Google, and Netflix shared their experiences and results. Business optimization is not a new concept created by the Internet era, but rather, one that has been a vital part of business for years.

Business optimization is an ongoing process driven by data intended to discover hidden opportunities that can shift or improve your business. If you have some known issues with your current product or a desire to keep shifting your business strategy, optimization and testing can prove valuable tools. Long-term goals, including cost reductions, increases in revenue, or improvements in customer satisfaction and general experience, can be accomplished through optimization and testing.

Unfortunately, when I meet with young digital analysts, one particular issue proves very common: the narrow view of the optimization and testing process only within the context of digital assets they can see. Expensive tools are purchased, but emphasis is given to testing the shape and color of buttons. While content testing is one of the areas we want to work on it, it is only small part of your digital optimization.

Optimization is based on scientific testing techniques that are used to arrive at conclusions when results are not absolute. For example, when a scientist develops a new medicine to cure certain disease, she needs to test her medicine with real patients to evaluate not only the results of the treatment, but its side effects, too. Not every medicine will cure every patient of the same disease because of each individual’s differences. In this case, optimization and testing yields the desired results, as the optimum combination of people will be cured (increasing customer satisfaction), with the fewest side effects (improving customer experience), and the greatest possible revenue will be produced for the firm.

Two examples in the airline industry can help illuminate the utility of optimization as a technique. Airlines have proven to be pioneers in the optimization area, using complex mathematical techniques for years. As an old airliner, I have great sympathy for those who are trying to optimize this process, as it proves very complex and must consider the safety of passengers, the profitability of the airline, and various rigid regulations.

Airline Optimization Example 1: I have X number of planes with different configurations and have Y number of destinations all around the world. I also have an average of Z passengers flying on these routes which can change depending on season, day of week, or by any other operation reasons. How should I assign airplanes to these routes to make sure operations run smoothly while still making a profit?

Low cost carrier Southwest Airlines knew the difficulty of this optimization dilemma, deciding to address it by using only one type of aircraft for all routes, saving money on maintenance costs while simplifying the optimization formula.

When you assign aircraft to routes, you also have to consider the sleeping time of an aircraft. Airlines generate money when their aircraft are in the air, creating a need to minimize the aircraft’s time spent sitting idly in the airport.  “Sleeping” at the airport results in higher airport parking fees, more maintenance costs, and zero revenue.

As the example demonstrates, optimization proves a vital part of an airline’s business strategy, requiring the analysis of large amounts of data to accomplish automated optimizations.

Airline Optimization Example 2: Another airline example revolves around airline pricing models, which frequently result in two passengers paying different rates for the same trip, achieved by using revenue or yield management.  You might feel upset discovering this pricing discrepancy (especially if your neighbor in the seat over paid less than you), but airlines must use this pricing model to keep flying, as they have some of the lowest profit margins in the business world.

Airlines sell seats for an exact route at an exact date and time. When the flight takes off, the airline loses its chance to sell its empty seats, so the product, in a sense, is perishable. Optimization techniques answer the question of how much an airline should charge for this perishable product. An aircraft’s take-off cost will be very similar whether it has 200 or 10 people on board. It will still have same amount of check-in personnel working, a similar amount of fuel used (depending on the weight of the aircraft), and you will have the same amount of in-flight crew employed, as regulated by the FAA depending on aircraft type. In this case, it is in the best interest of the airline to sell as many seats as possible to help cover the fixed costs of the flight. Consider an example where 200 seats are available on a flight and the break-even point would be reached if each passenger is charged an average of $250. Our knowledge of supply and demand would alert us that some passengers would be willing to pay more than $250 for the flight, while others wouldn’t even consider such a high price. Airlines find optimum price points by relying on revenue management systems which continuously check demand. Each fare and rule levels are associated to certain booking classes which are closed and opened depending on time of day and overall demand. For example, if you buy your ticket very early, you are likely to get cheaper tickets, as they were released at the very beginning of the booking process.

These examples demonstrate the vast potential of optimization in business and may help us evaluate digital businesses in a more careful way.

When you are using Google, you are part of an optimization and testing process that helps Google find more relevant search results in the shortest possible amount of time and with the least possible effort. It is in Google’s best financial interest to help you avoid irrelevant results. This motivation helps explain why Google’s AdWords algorithm does not move the advertiser who bids the most to the top of the page, as Google must ensure that the advertisement is relevant and the company behind it has a solid track record.  Google will feed itself more data everyday to make this process better. That’s why older Google AdWords accounts with good track records can bid less than those who started bidding recently, which require Google to gather more information to ensure quality.

I hope this post gave you more ideas about what to test and optimize. Please remember that your content, mobile apps, and websites are vehicles to your end goal. Digitalization changed the business world dramatically, but the fundamental goals of a business remain: generating the greatest possible profit, continually-lower costs, and consistently improving customer experiences.  We have to keep this concept in mind when we perform our digital optimization.

Adobe Summit EMEA 2015 – Müşteri Deneyimi Markanızdır

‘Müşteri Deneyimi Markanızdır’ 29-30 Nisan tarihleri arasında Londra’da düzenlenen ve 4000 kişinin katıldığı Adobe Summit’in bu seneki ana mesajıydı. Dijital teknolojiler sebebi ile pazarlamanın hızlıca değişmesi Adobe tarafından her sene vurgulanan bir konu. Değişen pazarlama trendlerini yakalamak  için üretilen yeni çözümler bu konferansta tanıtılıyor. Geçen sene pazarlamanın yeniden keşfedilmesi vurgulandı, bu sene ise pazarlama ile ürün arasındaki ayrımın nasıl kaybolmaya başlandığı gösterildi.

Adobe Summit

Adobe Digital Marketing Genel Müdürü Brad Rechner bu kavramı açıklamak için bir örnek verdi. “Eğer arabamın kapısını telefonumdaki bir uygulama ile açarsam bu pazarlama mıdır?” Ya da evimdeki ısıyı mobil uygulama ile değiştirirsem?” Pazarlama mı ile ürün arasındakı çizgi gittikçe kaybolmaya başlıyor.

Değişen yeni pazarlama dünyasında müşteri deneyimi her zamankinden çok daha önemli. Çünkü müşteri deneyimi markanızı direk etkileyerek markanın kaderini belirliyor. Mesela Amerika’da iş yüzünden çok sık seyahat eden havayolu yolcularının havayolu seçimini etkileyen faktörlerin başında mobil uygulama deneyimi geliyor. Havalimanında çok vakit geçiren yolcular uçuşlarının ne zaman hangi kapıdan kalkacağını öğrenmek; gecikme olduğunda anında bilgilendirilmek ve  iptal yaşandığında uçuş değiştirmek için mobil uygulamaya ihtiyaç duyuyor. Havalimanında herhangi bir müşteri hizmetleri kontuarında oluşan kuyrukları düşünürseniz mobil uygulamalarının ve anında işlem yapabilme özgürlüğünün ne kadar önemli olduğunu görebilirsiniz.

Tutarlı ve Devamlı Deneyim

Dolayısı ile müşteriler şirketlere farklı kanallar aracılığı ile anında ulaşmak istiyor. Bu deneyimin de tutarlı ve devamlı olmasını bekliyor. Yeni dönem tüketiciler iletişimde olduğu şirket tarafından tanınmak ve anlaşılmak istiyor. Sürekli uçtuğum havayolu ile rezervasyon yaptığımda bana sürekli uçağın ön tarafında koridor koltuğu ayırmasını istiyorum. Her seferinde bu seçimi yapmak zorunda olmak istemiyorum.

Tüketiciler ile ilişkilerimizi özelleştirirken deneyimin nasıl olduğu çok önemli. Müşterimle iletişim kurarken ona ihtiyacı olduğunda, en çok kullandığı kanaldan anlamlı ve ilgili iletişimlerde mi bulunuyorum, yoksa onu her türlü mecrada bir sürü değişik içerik ile rahatsız mı ediyorum. Bu arasındaki fark müşteri deneyiminde ne kadar başarılı olduğunuzu ve buradaki başarı/başarısızlığınız ile markayı nasıl etkilediğinizi gösterecektir.

Bu ana fikirlerin ışığında başlayan summit’de açıklananlar ve ilginç deneyimleri aşağıda bulabilirsiniz.

1-Adobe ve Microsoft Ortaklığı:

Adobe Microsoft Dynamics CRM ile integrasyon sunmaya başlayacak. Bu sayede müşteri ile ilgili CRM verilerinize Adobe Marketing Cloud’da kolayca ulsabileceksiniz. Analiz yaparken, içerik hazırlarken, test ve hedefleme yaparken ya da kampanya hazırlarken bu veri elinizin altında hazır olacak. Bu sayede müşterilerinize ulaşırken onları daha iyi tanıyabileceksiniz. CRM için farklı bir yazılım kullansanız da bu veriyi Omnitur’a  zaten besleyebiliyorsunuz ama bu işbirliği Microsoft kullananlar için otomasyon sağlıyor.

adobe microsoft dynamics crm

2-Coca Cola Adobe Experience Manager Demosu

Adobe’nin 1-2 sene önce satın aldığı CQ5 adli CMS-İçerik Yönetim Sistemi Adobe Experience Manager adı altında Marketing Cloud altında çalışıyor. Summit’de Coca Cola ile yeni bir özelliği olan “Screens”i tanıttı. İçerik her zamankinden çok daha önemli. Kaliteli, hedefli, kişisel içeriğin yanısıra içeriğin sunulacağı kanal çok kritik. Screens yazılımı aracılığı ile markanın tüm içeriği kontrol edilebilecek. Bu örnekte Coca Cola’nın Londra’nın merkezindeki Piccadily Circus meydanındaki elektronik billboard’ların içeriği değiştirildi. İçerik yönetiminde bir devrim olabilir.

Coca Cola Adobe Screens

3-Chelsea Futbol Kulübü

Dünya çapında 500 milyon fana sahip Chelsea Futbol Klübü de dijital deneyim için ciddi anlamda çalışan şirketlerden biri. Çeşitli oturumlarda fanlar ile kurdukları dijital iletişim platformunu anlattılar.

Adobe Chelsea

4-Katkı Analizi (Contribution Analysis)

Adobe Site Catalyst (eski ismi ile Omniture) çok etkilendiğim yeni bir özellik ile karşımızda. Data science ve machine learning’un giderek önem kazanmaya başlaması sonucunda Adobe Analytics’de buna ayak uydurmaya çalışıyor. Katkı analizi Anomali raporlarının altında çalışıyor. Anomali raporu metriklerinizde istatiksel bir sapma olup olmadığını izliyor. İstatiksel sapma olan yani normalden daha düşük ya da yüksek olan bir metrik gördüğümüzde nedenlerini bulmamız o kadar da kolay değil.Sızıntının nerde oluştuğunu görmek için  diğer raporlara bakmaya başlıyoruz . Bu günler sürebilecek bir çalışma ve soununda problemi bulacağımız da meçhul. Katkı analizi machine learning tekniklerini kullanarak metrik ile diğer tüm raporlar arasındaki bağlantıyı araştırıyor. Bizim günler ve haftalar boyunca yapacağımız işlemi 1-2 dakikaya indiriyor. Benim kesinlikle en çok kullanacağım özelliklerden biri olacak.

5-Event Tadında Metrik Yaratmak (Development olmadan)

Dijital analytics çok karışık bir konu, segmentler, dimensionlar, visit, ziyaret, click, metrik hepsi birbirinin içinde. Bazen dimension olan bir değeri metrik olarak görmek istiyoruz. Ah diyoruz bu dimension’a şu değeri metrik olarak katsam hayatım ne kadar kolaylaşacak. Bu durumlarda Site Catalyst processing rules ile event yaratabilirsiniz. Processing rules ile yaratılan eventler sadece yaratıldıktan sonra efektif oluyor. Yeni çalculated metrikler ile bu tür eventleri yaratıp metrik haline getirebileceksiniz, hem de geçmiş veriyi de dikkate alarak. Çok ileri bir özellik.

Adobe Creative ve Marketing Cloud ürün grupları aracılığı ile dijital alandaki yarısına çok güçlü bir şekilde devam ettiğini gösterdi.

Tebrikler Adobe


Sibel Akcekaya



Why Do You Need Switch from Google Analytics to Universal Analytics?

Universal Analytics has launched in 2012 but got out of beta in 2014. I think it is time for everybody to switch to Universal Analytics for many reasons. I’ve always preferred Omniture to Google Analytics for enterprises for many features that did not exist in Google but with Universal Analytics they added so many new features that were part of Omniture for years. It looks like Google is catching up Adobe in analytics and that is very good news for all analytics professionals. Hopefully we will see more innovation on both sides.

Please see my other posts that compares Omniture (Adobe Analytics) with Google Analytics Premium. These are old posts so in the near future some of them might be irrelevant.

Let’s start with our subject:

1.Start doing visitor based analytics rather than visit

Google Analytics is a visit  based tracking system which is now ancient way of reporting. I have started web analytics in 2003 with Web Trends but I started to learn more in  2007 with Omniture. Visitor based analytics was always core of my analysis and this was the biggest reason why I always preferred Omniture to Google Analytics. Why? Cause visit is not an exact metric with an absolute definition. I don’t know what to do with this metrics these days. Let’s see:

Page view: each time page is viewed, this metric is counted. We have an absolute definition and it is also very easy to count this metric exactly.

It is hard to count “Unique visitor” information due to cookies, different browsers but it has an absolute definition. # of people who visits your site at certain time frame.

But visit metrics is so vague, and with mobile native apps, I want to forget this metric. First of all most analytics solutions use 30 minutes as their visit definition. But what about your site’s visit definition? How do you define visit? There are sites which does not expire session for hours, and if you take 30 minutes as your visit definition, what happens?

2-Bring Offline Data into Google Analytics

The Measurement Protocol- another tool that Omniture offered for years (Data Sources) -is now available under Universal Analytics only. This tool lets you to send offline data to Analytics so that you can combine offline data with online. I am strong believer of combining online and offline data to be able to find great insights that might create significant difference in your organization.

3-Data Classification is Finally Possible

This is such a big feature I have been using in Omniture for years. Let’s say you are an e-commerce company and you track product ID or SKU. Products can be classified in many ways. For example a shoe can be classified as one of these: women shoe, size 37, red shoe, high heel, classic, Manolo Blahnik and etc..There is no way we can capture this tons of classifications during a transaction, yes we can theoretically but it would be such a waste of time and resources because that data is already defined somewhere in your internal database. Ideally you would like to feed this information by using common key such as SKU. This feature is so crucial for enterprises. Omniture SAINT and new product Classification Rule Builder has been matched as Dimension Widening. I have not used it yet so I am not sure if there is an automation like in Omniture but to be able to upload Excel data to Universal Analytics for classification is very good. We can’t complain especially if you are using free version.

3-Configure Campaign Expiration Period in Admin

Google Analytics is creating session and visitor data based on cookies. Universal Analytics is using a new method to set visit and visitor data. New method creates session data at the server level. What does this mean? This feature brings so many new features I love in Omniture. There are some admin configurations in Omniture that was done very easily such as defining campaign cookie expiration. In Google Analytics default campaign cookie is 6 months (no it is not 30 days, that is default in Google Adwords) unless you added JS code to the page to alter this. So with Universal Analytics you will not need to add JS code to the page and can modify this value in admin section without development. FINALLY!!

4-Define Referring Domains in Admin

Other important new configuration is to be able to define what is referral and what is not. If you have multiple domains or subdomains you might end up seeing one of these sites as a referral. This configuration lets you define what is referral for you. Another Omniture feature that is finally added.

Since Universal Analytics has so many new cool features that can be used for free, I plan to write more about Universal Analytics. Stay tuned..

sibel akcekaya

Dijital Analitik ve Cerezler (Cookies)

Cerezler dijital analitigin temel ogelerindendir. Gerek kaliteli veri toplamak gerekse veriyi analiz etmek icin cerezleri iyi anlamak gerekir.

Cerez websitesinin kullanicilarinin internet tarayicisina gonderdigi veri iceren ufak bir dosyadir.

1-Cerezler her Internet tarayicisina ozeldir ve Internet tarayicilar cerezleri paylasmaz. Bu nedenle bilgisayarinda 3 Internet tarayicisi olan ve herhangi bir siteyi bu 3 tarayici ile ziyaret eden bir kullanici raporlarda 3 tekil ziyaretci olarak sayilacaktir.

2-Cerezlerin kullanicinin bilgisayarinda ne kadar kalacagina websitesi karar verir. Bazi cerezler oturumda biter, ama bazilari 5 yillik sureye sahip olabilir. Tekil ziyaretciyi olcen cerezlerin gecerliligi uzun sureyi kapsar.

3-Herhangi bir websitesinin gonderdigi cerezleri herhangi bir network analyzer ya da debugger ile gorebilirsiniz.Mozilla HTTFox, Firebug, Chrome Developer Tools size varolan cerezleri gosterecektir.

4-Cerezler nasil calisir?: Web sayfasi istendiginde web sunucusu sayfayi sunarken cerezi de beraberinde sunar. Cerezler Java Script tarafindan kolayca okunup degistirilebilir. Cerezdeki degiskenler bu sayede Java Script degiskenlerine atanabilir.

5-First Party Cookie ve Third Party Cookie: Bu Ingilizce terimleri “Birinci Derecede Cerez” ve “Ucuncu Derecede Cerez” olarak cevirecegim ama tum okul hayatim boyunca matematigi Turkce’ye tercih ettigimi hatirlatmak istiyorum ve  ceviriler kulaga kotu geliyorsa beni affedin:) Ama terimleri surekli Ingilizce kullanip Turkce’mizi cok kirletmek istemiyorum, gerektigi yerde Turkce kullanmaya calisiyorum. Konumuza donecek olursak cerezlerin domain’i eslemesinin gerekliliginden bahsedelim. Cerez’in domain’ini websitesinin domain’i ile ayni ise bu “birinci derecede cerez” dir. Kendi web sunucunuz araciligi ile yarattiginiz tum cerezlerinizin domain’i ayni olacaktir, bunda bir problem olmaz. Ama sitenizde baska sitelerden sunulan icerikler, gorseller, scriptler olabilir. Buralardan gelen cerezlerin domain’i sitemin domain’ininden farkli olacagi icin buna “Ucuncu Derecede Cerez” diyoruz. Ucuncu Derecede Cerez bazi Internet tarayicilari tarafindan guvenlik sebebi ile engellenebilir. Ucuncu Derecede Cerez’in ne kadar engellendigini analitik sistemini kuranlar cok iyi bilir.

Adobe Site Catalyst (Omniture) icin eskiden sertifika alip, CNAME set etmek ile ugrasirdik. Cunku Omniture cerezi JS yerine kendi sunuculari ile sunardi bundan dolayi cerezler ucuncu derece olurdu. Eger yukarida anlattigim kurulumu yapmazsaniz %15-20’lere kadar veri kaybettiginizi farkederdiniz. Bu sene eklenen Visitor ID servisi ile artik buna gerek kalmiyor, cunku artik cerez JS ile sayfaniz tarafindan sunuluyor. Omniture cookie’sinin ismi s_vi ve gecerlilik suresi 2 senedir. Bu ozelligi kullanabilmeniz icin Adobe Marketing Cloud’i aktivite edip sirketinize ozel Marketing Cloud ID almaniz gerekir.

Google Analytics cerezlerine gelelim. Iclerinden en onemli olani ve yanlis bilineni _utmz 

6-Google Analytics kampanya cerezi  utmz gecerlilik suresi 6 aydir. Kodda hicbir degisiklik yapmadiginiz surece kampanyalariniz sandiginizin aksine 30 gun degil 6 ay suresince saklanir. Google Adwords 30 gun sayarken, Google Analytics 6 ay sayar. Omniture’de ise bu sureyi kolayca aracin arayuzunden konfigur edebilirsiniz. Google Analytics baska cerezler de kullanir:

Ornek olarak: _utma 2 senelik, 30 dakikalik oturumu set eden _utmb

Universal Analytics ise Omniture gibi tek cerez kullanmaya basladi. 2 yillik _ga

Cerez ve cookie ile ilgili kisa bilgi vermeye calistim, lutfen cerezleri iyice anladiginizdan emin olun. Bu sayede hem veri yaratirken hem de analiz yaparken cok daha rahat olacaksiniz.


Sibel Akcekaya






Packaging Matters: How to Initiate Curiosity for New Customers Offline?

Physical packaging matters! Still in this era of digital age..

I want to talk about the interesting experience I had in London. I have been here since last Friday before attending a conference on Tuesday. Between Friday and Monday I have been everywhere, went to museums, walked on different streets, got on a subway,shopped in different stores, got out of a bus and etc. I have seen many people with one same bag: PRIMARK..It was a brand I never heard, I have  known  shops such as Top Shop, Selfridge and  Harrods but I never heard about Primark. I thought this brand should have some value. Because I kept seeing it everywhere and bag was not cheap plastic bag, it was actually nice recyclable brown paper. 


Packaging Matters

I kept seeing these bags for days and I decided to look up this store online and visited offline. When I visited store I realized that it is more kind of H&M type of store, very cheap textile products, which  is actually  less stylish than its shopping back. But I ended up buying some basic items that would make me happy.

Sometimes we lose ourselves in digital world and forget simple marketing tactics that is very effective . Everybody is using similar kind of digital marketing techniques such as Google, social media and retargeting. Yeah these are all very important but let’s do one more innovative thing offline to differentiate ourselves from others.