Finding success on Instagram — if unknown members of the public can expand their follower base and become famous influencers in just a couple of months, it seems like it should be easy for a business to do the same. But there’s more to creating a successful Instagram account than just posting pretty pictures. To gain many long-term followers and lots of interactions it takes hard work and...
Monitoring success is an indispensable part of advertising, and social media marketing with Instagram is no different. But there is still quite a bit of uncertainty with this social network, where everything revolves around having the perfect picture. In reality, many businesses have no idea how successful their campaigns are. The potential for optimization often goes untouched, and the followers...
What is COUNTIF? With Excel, Microsoft provides a helpful spreadsheet program. The application combines numerous functions – most of which many users are unaware of. It therefore makes all the more sense to learn more about it and use the program for more than just creating tables. The COUNTIF function helps you create statistics, for example. We explain clearly how to use COUNTIF correctly in...
Throughout the internet, users leave behind digital footprints: whether it’s while browsing your favorite sites, taking a look at different products or offers, or even just googling an address. With the help of analyses and algorithms, data-driven marketing makes it possible to connect the dots and find relationships. Marketers are able to extract important information from these findings in order...
If large amounts of data have to be indexed and structured, the license-free engine, Elasticsearch, is a popular solution. The Kibana web interface is often used to present the processed data in an appealing form. Together with Elasticsearch and Logstash, this forms the so-called ELK stack. In our Kibana tutorial, we explain step by step how to get the server application Kibana up and running and...
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...
Which parts of my site are the most effective? How do my customers navigate from A to B? How do visitors find my site, and what makes them leave again? For all these questions and more, web analytics can provide the answers. Web analysis tools such as Google Analytics use sophisticated technology to track all actions on your website and allow you to draw insightful conclusions about your target...
Google Analytics offers several ways to associate website visits with specific sources. One of these is the UTM parameters that you attach to the links of your campaign and then evaluate in Google Analytics. We explain which UTM parameters are available and how you can create the corresponding query strings.
Dynamic pricing allows prices for products and services to be quickly adjusted at any time, and enables providers to flexibly respond to factors like supply and demand – and to actively influence them in order to increase revenue. Major online retailers like Amazon also use dynamic pricing, sometimes altering their prices several times a day. What is dynamic pricing exactly and is it possible to...
When it comes to online marketing, data is what counts most today. But what good is the information you have collected and analyzed if you address indefinite groups of people in your messages? It is better to identify the people behind the data set and focus on them. Creating concrete buyer personas helps to better align marketing measures with the target group.
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