How Agencies Win with ChannelMix

Matt Hertig, Alight Analytics’ co-founder, recently spoke with TAAN President, Peter Gerritsen, about the data and analytics challenges facing the vast majority of marketing agencies today. In this short clip, Matt details how agencies are currently spending most of their time gathering data from source systems when performing …

How to Use Strings and Numbers in a Tableau Calculated Field

Transcript: Hi, this is Sean McLerran with Alight Analytics. Today, I’m going to walk you through a few functions in Tableau’s calculated fields, how to embed both text and numbers into the calculated field, and how to format your field to present your data in …

Integrating External Data into Google Analytics: Good Idea or Bad Idea?

Let’s assume for a minute that you are using Google Analytics on your website. And let’s also assume that you are doing paid advertising in other marketing channels such as Facebook, Bing and/or LinkedIn and you would like to know the ROI for these marketing …

Excel Is Not a Database, So Stop Using It Like One!

Since its initial release in 1985, Microsoft Excel has grown to become a necessity for companies everywhere. It’s the most widely used spreadsheet software among the business community, and has been a robust tool for simple analysis and budgeting. The problem, however, is that a …

Smart Channel Mapping: Finding and Merging Similar Words

Analysis is hard. You have to formulate a question, find the data that purports to answer that question, slice and dice the data into something manageable, then maybe, just maybe, you’ll answer the question at hand. Oh, but if you mess something up or don’t answer …

Top 5 Tips for Successful Google Analytics Implementation

We’re a Google Analytics shop here at Alight Analytics. We’ve implemented Google Analytics on hundreds of sites. We’ve been a Google Analytics Certified Partner and Premium Reseller for a number of years. And just recently—not to toot our own horn—we’ve also become a Google Analytics …

5 Steps to Prepare for Data-Driven Omnichannel Marketing

The majority of the marketing and executive decision makers are convinced that using data to inform the decision-making process is not only worthwhile but necessary to operate in today’s marketplace. However, information about how to get started in this space is lacking. The purpose of …