Merry Christmas & Happy New Year

Here’s the Christmas card of the year from Outfox. It was illustrated by Joel Edlund. Outfox will be moving to this address during the first quarter of 2018. So what would be more appropriate than a King Kong style take over of the block?

The Dentsu Aegis Network Sweden family is making a donation to Unicef this Christmas.

We hope you’ll have a great and relaxing time with your loved ones this holiday!

Outfox Has Joined Dentsu Aegis Network

We are extremely pleased to be able to tell you that, as of today, Outfox has joined Dentsu Aegis Network.

By being part of Dentsu Aegis Network, we’ll have the possibility to offer our clients a wider selection of services and a strong international presence.

Outfox will continue to act as a separate business, but one working very closely with iProspect, a Dentsu Aegis Network company whose services within digital marketing complete our offering within digital analytics and conversion optimization.

The combined offering and expertise from iProspect and Outfox makes us exceptionally strong in a market that is constantly moving. We will be a partner offering a wide range of world-class digital skills. This give us the ability to allow you to use our insights about customer behaviour in digital channels to optimize and grow your business.

About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands – Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in- class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with over 30,000 dedicated specialists.

About iProspect
iProspect is a full-service agency within digital marketing, including services within e.g. Digital Strategy, SEO, SEM, Display, Paid Social, Conversion Optimization (CRO), Digital Analysis and training within mentioned areas. With more than 4,000 specialists at 88 offices in 53 markets across the world, iProspect is one of the globally leading companies within digital marketing. iProspect is certified partner to Google, DoubleClick, Bing and Optimizely.

About Outfox
Outfox is a consulting firm with expertise within digital analytics and conversion optimization. It was founded in Sweden. By collecting, processing, and analyzing data, Outfox gives its clients increased revenue, decreased costs, and more satisfied users. Outfox is a sales and service partner for the Google Analytics 360, and a top global reseller. The firm has helped many organizations become data-driven, and among the clients, you can find many major brands and companies with an international presence.

Lars Johansson (Founder, Outfox), Mattias Behrer (CEO, Dentsu Aegis Network Sweden), Christoffer Luthman (Founder, Outfox)

Happy Saint Lucy’s Day! Let’s Spread Light!


On this day, Outfox is letting two charities share 60,000 SEK.

Min Stora Dag, who are making dreams come true for children with serious illnesses.

Love Nepal, who are working against the trafficking of children, sometimes as young as 7.

This year’s Christmas Card from Outfox is illustrated by Andreas Bennwik, the artist behind the movie poster Kung Fury and the album cover for David Hasselhoff’s True Survivor. The people at Outfox are, in one way or another, products of the 80’s. Hence the 80’s style.

You’ll also notice a detail if you watch Kung Fury:
Kung Fury

Have a nice summer!

Glad midsommar!

We wish you a warm and pleasant summer!

This illustration shows the charming area of Gamla Stan (the old town) in Stockholm,
where our office is located.

If you would like to see our previous illustrations, look here.

Q&A About Google Analytics 360

When Google launched Google Analytics 360 Suite this week, it raised a lot of questions from analysts, the media, and others. As an authorized reseller of Google Analytics 360, we’ll attempt to answer as many questions as possible.
Google Analytics 360 Suite

Google Analytics 360 Suite contains the following products:
Google Analytics 360 Suite

  • Google Analytics 360: This is the product you’ve previously known as Google Analytics Premium. It might be a bit confusing that the entire suite is called Google Analytics 360 Suite and what previously was Premium is now called Google Analytics 360 – two very similar names. More functionality will gradually be added to this tool.
  • Google Tag Manager 360: Builds upon what was previously referred to as Google Tag Manager, the market-leading solution for tag management.
  • Google Optimize 360: A tool for A/B tests and personalization. Read more.
  • Google Data Studio 360: A tool for visualization and analysis that integrates data from the entire product suite and external data sources.
  • Google Attribution 360: A tool that previously went under the name Adometry (the same name as a company that Google acquired). It helps advertisers better evaluate their marketing efforts.
  • Google Audience Center 360: A data management platform (DMP) that helps marketers find similar customers in different channels and through different units.

Q&A About Google Analytics 360 Suite

What’s the difference between Google Analytics 360 Suite and Google Analytics 360?
Google Analytics 360 Suite is the collective name for the entire product suite, while Google Analytics 360 is the new name for a specific product, Google Analytics Premium. Which products are included in the product suite are listed above.

Who is Google Analytics 360 Suite aimed at?
The products are enterprise class, and accordingly, they are targeted at large companies.

Is there a free version of Google Analytics 360 Suite?
We do not think there is likely to be one. The product suite is aimed at companies and organizations that really want to invest in (digital) analysis and conversion optimization.

I’m currently a Premium customer. Does this mean I get access to all the new products?
No, it depends on the type of agreement you have. Contact us for more information.

How much will Google Analytics 360 Suite cost?
Contact us if you would like to know how much it would cost you. The price depends on which products you would use and how much you would use them.

Can I purchase all the products in the Google Analytics 360 Suite now?
No, certain products have not been launched on certain markets yet. Contact us if you would like to find out more.

How do I purchase Google Analytics 360 Suite?
Outfox is a reseller. Contact us for more information.

What’s been said about Google Analytics 360 Suite in the media:

Daniel Waisberg, Google, to speak at Google Analytics Conference in Stockholm

Daniel Waisberg is joining Sagnik Nandy as the second speaker from Google at the Google Analytics Conference in Stockholm, August 26, 2015.

Daniel is known for being an analytics advocate at Google as well as founder and editor of Online Behavior, a website about marketing measurement and optimization. He recently wrote the book Google Analytics Integrations.

At the recent, annual, Google Analytics Summit in San Francisco, Daniel had a fireside chat with Kerri Jacobs about the book. Almost everything said at the (invite only) conference was under a non-disclosure agreement. Outfox was there, and we enjoyed it a lot! While we can’t tell you about new features in Google Analytics right now, we hope you’ll get to hear about some of them directly from Google at our event in Stockholm in August. This year, the Stockholm conference will be held entirely in English.

Daniel Waisberg and Kerri Jacobs at the Google Analytics Summit in San Francisco 2015

Having said that almost everything was under NDA, Daniel’s talk about his book is available on his website, as the book is already public. If you want to read about the importance of data integration, and how to make it actionable, read the summary. Or even better, come to Google Analytics Conference in Stockholm, August 26, 2015, and ask Daniel your questions in person.

The contents of the book:
Google Analytics Integrations


Don’t forget your Outfox discount
As an Outfox client you pay 2,990 SEK per ticket. Bring someone along and get an additional 500 SEK off per person. Just enter the code VIP Outfox in the comments field when registering.

Interview with Sagnik Nandy, Distinguished Engineer, Google

We are excited to announce that Sagnik Nandy is coming to Stockholm for the Google Analytics Conference, August 26, 2015. We decided to ask him a few questions about his work at Google, the direction Google Analytics is taking, and what he will be speaking about in Stockholm.

Can you explain why it’s important to understand the platform in order to understand the reports and the possibilities of Google Analytics?

RegisterI think understanding the platform provides two key advantages to using the tool:

1. It let’s you better understand how the “tool” you are using can be used and that let’s you use it to your fullest potential. Think of the platform as your programming language – the more you know it, the more you can use it to do awesome things and do them more elegantly.

2. It allows you to understand the nuances of the data and results you get back. The same question can be asked in slightly different ways and depending on the variation in which you ask you might be getting more insights and/or confidence in your results and the understanding of the platform aids that.

If you could change one thing about GA, what would it be?

Make it even more customizable. GA is very very powerful and already each user can make GA their very own experience. So on one hand you have small blogs with 10s of sessions using it to understand their traffic and on the other hand you have some of the biggest businesses in the World using it to optimize their revenue. I want us to invest more in how each of these use cases could make the product more customized for their perfect experiences even more seamlessly.

How does Google Analytics embody Accumulate, Analyze, Action?

We have been increasingly using these “3 As” as our driving philosophy to take the product forward. GA is fully focused in ensuring (i) you can gather all your marketing data easily and comprehensively in one place (ii) ask any questions/insights on this data and get back answers easily and (iii) use these answers to better your objectives and easily take actions.

What’s the nerdiest (a.k.a. best) use of GA you have seen?

Universal Analytics has lead to some really interesting use cases. There are quite a few – ranging from tracking coffee machines and correlating productivity to coffee consumption to tracking one’s pet dog – I think we have seen some really cool examples of how people can really leverage the UA platform.

Fire in the barn. You can only save one dimension, which one will it be?

How about I cheat a little and take Custom Dimensions? :) …and then use them to map all other dimensions to various custom dimensions!

Can you give us a little teaser about your upcoming presentation in Stockholm?

I hope to touch on two key topics that I am personally very passionate about – (i) Users and making the product increasingly user-centric and (ii) simplicity of use. Hopefully we will all have fun.

If you want to see Sagnik in action, check YouTube.

He’s not only very knowledgable in Google Analytics, but also a great actor and entertainer.

Sagnik Nandy is technical leader and manager of several Analytics and Reporting efforts in Google with a background in large scale distributed computing and data management and analysis. Hands on experience in building, scaling, deploying and managing several large scale systems used by millions of web sites around the world. Helped build and manage teams of 100+ engineers across multiple locations. Besides engineering and product, also actively involved in working with sales, marketing, support and clients.

Specialties: large scale distributed systems, web analytics, structured data analysis, query systems, online advertising and experimentation platforms.


Don’t forget your Outfox discount
As an Outfox client you pay 2,990 SEK per ticket. Bring someone along and get an additional 500 SEK off per person. Just enter the code VIP Outfox in the comments field when registering.

Why Conversion Optimization Fails

This is an article I wrote for Website Magazine in 2011. I recommend that you pick up their latest issue to read many more articles. The American magazine “reaches 142,709 qualified website owners and Internet professionals and the largest audience of website owners and managers in the field.”

There are many reasons why your attempts at conversion optimization could fail. If you avoid the mistakes listed in this article, then you will be more likely to succeed — it’s as simple as that. To achieve success in conversion optimization, here are the five biggest mistakes to avoid.

1. Getting blinded by your own knowledge and preferences
If your conversion optimization efforts are largely based on what you like and how you behave, then you are more likely to fail. Not everyone is like you; there are at least three other temperaments to consider.

According to renowned psychologist David Keirsey, everyone falls into one of sixteen temperaments. The temperament of the buyer influences what will convince them to buy a specific product, and what will make them buy it specifically from your company or website.

Which temperament are you trying to sell to? To learn about how to sell to people who may be different from you, read the work about temperaments done by Keirsey and the interpretations made by firms like Future Now, Inc.

My own consultancy firm, inUse Insights (new brand since May 2012: Outfox), has also done similar work, grouping visitors into four types that are illustrated by different birds: owl, penguin, swallow and peacock. The lesson here is that you should learn as much as possible about your audience, and don’t fall into the trap that they are just like you. Besides that, you know a lot more about your company, product or service than your visitors, and you may therefore make the mistake of assuming that your visitors know more than they do. Don’t get blinded by best practices, either; they are not always silver bullets. Your audience and context may differ.

2. Optimizing for the wrong visitors
The assumption that all visitors to your website are there to convert is wrong. When analyzing why visitors are dropping out without converting, you need to know what they came there to do in the first place.

Some visitors end up on your website by chance, some because you cater to their interests or needs, and others because of a mistake. You will rarely convert those who came to visit your site by accident. If you combine a survey (attitudinal data) with your Web analytics tool (behavioral data), you’ll be able to ask for the intention of your visits upon entry and analyze their success rate.

It’s not unusual to find out that the group you have a reasonable chance at converting constitutes 10 percent or less of your visitors. With that new knowledge, you can focus your conversion analysis on the segment that came to your website to convert but never did. Work hard to make that group convert, and forget about the rest — for now.

3. Focusing on only one metric or goal
Testing and conversion optimization is often based around the idea of increasing the rate for a specific metric, a specific goal. Nothing wrong with that, but you may forget to check how your efforts are impacting other goals and metrics.

Maybe you are increasing one goal at the expense of others? Maybe your conversion rate has gone up, but your average order value, margin or return on ad spend has decreased? Always make sure to look at the big picture. If you’re just looking at — and optimizing for — one metric, there’s a risk that you’re fooling yourself.

4. Making testing a goal in itself
I’ve come across organizations that have set goals on how many A/B or multivariate tests they should run in a set period of time. That’s a bad idea.

Think about what incentives do to people, particularly if there is a reward involved. If the goal entitling an employee to a bonus is the number of tests executed, be prepared for lowperforming tests and maybe even ones that decrease rather than increase your conversion rate.

A good goal is not addressed as the number of tests run. Instead, focus on the monetary goal you want to reach, or actions that you want your visitors to take, and run as many tests as you can based on hypotheses and traffic volume. Your goal should be to increase something (purchases, downloads, etc.) or decrease something (visits to the contact page from visitors who have read the FAQ, etc.), not to run a certain number of tests. If you focus on the number of tests, chances are that you will be too eager to test that you forget about building a solid hypothesis, and run tests that don’t have enough traffic to complete within a reasonable amount of time.

5. Coming to the conclusion that nothing works
Have you run tests and not seen any improvement? Rather than conceding that there is no way to make a difference and simply giving up, it is more likely that you overlooked something. There may be something further you could do to collect more relevant data.

Has your Web analytics tool been implemented properly? Have you integrated attitudinal and behavioral data in your analysis? Have you done usability testing? Have you used a tool such as ClickTale that shows behaviors that are not necessarily linked to what you can actually do on the website? One way to quickly get new ideas is to ask your non-tech Web-savvy friends to perform a task on your website without your guidance.

Conversion optimization is for everyone
Keep in mind that conversion optimization is not just for e-commerce. It’s for everyone. It does not matter whether you’re selling a product, a service, information or an idea. We all have specific actions in mind that we want website visitors to take. Conversion optimization is about making a larger share of visitors do those actions. It could be about making a donation, becoming a member, changing an opinion about something, or many other actions.

As long as it’s measurable, it’s a candidate for conversion optimization.