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Tag Manager, Web Analytics / 10.09.2018

Introduction to DOM, Nodes & CSS Selectors for Google Tag Manager Google Tag Manager is easy to use for a non-coder but only to a very limited extent. If you want to considerably modify the way, a tag is fired or should behave, or if you want to implement advanced tracking like: scroll tracking, ecommerce tracking or enhanced ecommerce tracking then you need to have adequate knowledge of: DOM, Nodes and CSS selectors. If you can not traverse a DOM, you won’t be able to get the best out of GTM. You won’t be able to take full advantage of...

Data Analysis, Web Analytics / 29.05.2018

A Beginner’s Guide to Channel Attribution Modeling in Marketing (using Markov Chains, with a case study in R) Introduction In a typical ‘from think to buy’ customer journey, a customer goes through multiple touch points before zeroing in on the final product to buy. This is even more prominent in the case of e-commerce sales. It is relatively easier to track which are the different touch points the customer has encountered before making the final purchase. Source: MarTech Today As marketing moves more and more towards the consumer driven side of things,...