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.
www.dentsuaegisnetwork.com

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.
www.iprospect.com

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.
www.outfox.com

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

The Awesome Add 10 Extension for Google Analytics Reporting Bliss

Ever found yourself disappointed with the numbers displayed in Google Analytics? Fret not! Today, you can easily add 10 to any number you believe to be too low. Not happy with +10? Add 1,000! And if that is not enough, “Alt. Fact” will increase the figure with a random, but high, amount.

See larger screenshot

Never again show numbers in the red! Never again feel embarrassed about your data!

It will now be big and great. So big, and so great (really great.)

Some may call these numbers fake, but we’ve seen them in other places before. So they do exist.

Oh, and this is something that failing Adobe Analytics could never do. Sad.

Make Analytics Great (Bigly Data) Again!

Get the Extension for Chrome here!

Use at your own risk.

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

Outfox

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

Key takeaways from Untagged Digital Analytics Conference

During the week, our tech team attended to Untagged, a Digital Analytics conference held in Madrid.

We had a quite impressive speakers lineup with well known experts within our field such as Brian Clifton, Yehoshua Coren, Simo Ahava to mention a few. Besides, there are few conferences targeting the more tech savvy audience so the visit was awaited.

For those who missed the opportunity, here’s my key takeaways!

Data Quality

A notable topic touched on by several speakers was data quality. As digital analysts we must question our data and how it’s being collected.

As Simo Ahava mentioned we can make the conversion rate 100% in minutes, simply by creating a goal that is impossible NOT to convert on. This might not be a real world scenario, but consider this:

A developer adds the tracking code to a new sub domain and the cookieDomain field is not set to auto.

What would happen? Well, we would initiate a new session every time a user navigates from domain.com to blog.domain.com.

Simply put, the sessions would increase and thus have a impact on the conversion rate metric. The conversion rate would decrease!

The C-level executives might think something is wrong and might take bad decisions due to bad data. It’s our job as analysts to differentiate between real world (behavioural) changes and changes in how our data is being collected.

Creative customisation of Google Analytics

Yehoshua Cohen and Simo Ahava both showcased great implementations where the data collected was made more accessible (or structured) within the GA interface.

Simo showed a very creative way to measure content engagement, and I really recommend reading these two articles (and everything else) for anyone interested:

Track Content Engagement Via GTM
Track Content With Enhanced Ecommerce

Yehoshua gave us very inspiring use cases for the often overlooked custom dimensions and metrics (and calculated metrics of course). I really gives us so much power to customise an implementation to fit a certain business and it’s objectives. It also makes the data that we often already measure (through events or pageviews) so much to easier to work with.

I think this blog post summarises the presentation really well:
Google Analytics Custom Metrics & Calculated Metrics

Yehoshua Coren Beatboxing

Yehoshua Coren (who seriously should be a comedian), found a creative way to get the audience back into the conference room. I guess beatboxing is the new skill that every digital analyst must acquire from now on.

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.

Efficient Campaign Tagging

To evaluate campaigns and analyze the impact of various media channels, you need to be able to identify every source of traffic. You probably are already doing this now by connecting Google Analytics with your AdWords account and by customizing links from other purchased channels with campaign tags – UTM codes. URL Builder is often used to generate campaign-tagged links.

In large companies and organizations, often different parts of the organization purchase and drive traffic to the website from different channels. Part of the organization is responsible for paid search, another for affiliates, and a third for driving traffic from social media. This division places high demands on orderliness and structure if you want to be able to compare the various media channels or see the combined effect of a campaign – no matter which channel the message was communicated in.

Because Google Analytics does not determine whether the campaign name is spelled correctly or whether there is a campaign medium called “e-mail” for example, you need to ensure that links are tagged correctly and consistently. If you add to that that Google Analytics differentiates between upper- and lowercase letters, the challenge becomes even bigger.

Without having good base data on the site’s traffic sources, it is impossible to create attribution models, as these require good-quality data in order to be reliable.

To simplify the generation of consistent campaign-tagged links, we have developed GA Campaign URL, an add-on for Google Sheets.

selectThis tool helps you to create tag sheets, where you can guide users regarding which parameters are to be used and let users select, for example, the medium, sources, and campaigns in drop-down lists. Since you can easily share the spreadsheet among various users and control (by using permissions) which users can add and change the values in drop-down lists, you can create tag sheets tailored to the needs and organization of your company.

Read more about how to use GA Campaign URL on our Help page or install it for Google Sheets!

Note: We do not offer any warranties when you are using this free service. It is provided “as is”, and you are using it at your own risk.

tagged

What Separates Exceptional from Ordinary in Conversion Optimization

By: Joni Lindgren

Conversion optimization is bigger than A/B-testing. It is to learn about users from data and to use that when you make decision about your communication or product. Speed in accessing that data and turn it to insights is what separates exceptional from ordinary because the faster a company can learn the bigger it can win. Speed is accomplished in two ways;

1. By wasting as little time as possible

2. Maximizing the amount of knowledge within the organisation at any given moment

Conversion optimization is bigger than A/B-testing. It is to learn about users  from data and to use that in decision making to reach business goals. Faster.

When I started out with conversion optimization, freshly squeezed and naively happy, I threw myself in to client tasks. I hypothesized and pushed out A/B-tests and occasionally I experienced what most optimizers do: not all people in the client organization was so keen on my ideas even though my variations won, it didn’t get implemented because of politics and opinions. I was loosing valuable time on organizational issues. So I stopped doing it like that and developed a different way of starting up new clients that would help me help them better. 

Assessing “readIness” before starting Will help you a lot

I started conducting an assessment to understand what was missing at a company for them to be able to both succeed with A/B-testing and actually use the insights it brings. You have probably read some posts on the topic of what you need to succeed with conversion optimization and I agree with it all but process and culture are the enablers of all the other stuff so I started from there. The assessment looks like this:

  1. Determine organisational readiness in process and culture
  2. Help the client understand their desired impact from doing conversion optimization
  3. Map out desired approach to conversion optimization in respect to step 1 and 2. (see model below)
  4. If needed: Take required actions to increase readiness to be able to reach desired approach

Outfox 3 approaches to conversion optimization

From my experienced there are generally three different ways that companies can do conversion optimization. I call them Detached, Attached and Integrated. The integrated approach is the one with the highest impact on bottom line because this is where your testing velocity has its max potential and the learning curve can reach steepest. For the scope of this blog post I will only give a brief description to each approach below.

CO copy

 

  • Detached – conversion optimization is separated from the “regular” processes. Usually but not exlusively performed by outside expert(s).
  • Attached – conversion optimization is a
    • an in-house consultancy that helps other departments when they want help
    • A role or tactic in one department, often marketing
    • an extern specialist is assigned to do the same.
  • Integrated – conversion optimization methodology and process is applied to or combined with other existing processes not exclusively in one department.

Every company should choose the approach that fits the organisational readiness and desired outcome. If you don’t have the readiness or desire to do an integrate approach you should obviously not do it. As you can see in the model, doing a detached approach still has an impact. Just not as high.

Company readIness: Process & Culture

I know you know why the process is important. To do anything at scale demands a structure. But why culture? Because of mandate:

Mandate has two legs and we need both. The official one you get from the bosses is called buy-in. You find it in every list on how to succeed with CRO because it is a must. The second, unofficial mandate is not often mentioned but very often experienced. This one is earned from the co-workers and is equally important because your co-workers are creating the company culture too. They also make decisions that effects the customer experience every day. For every person opting in to the optimization process and thus giving it unofficial mandate the faster and more often your company will make decision based on insights. Lets break down how we can gain speed:

  • Wasting as little time as possible
    • minimize time spent on implementing stuff that hurt KPIs
    • faster find out if a new campaign or product update is hurting KPIs (fastest way to do this i by A/B-testing)
  • Maximizing the amount of knowledge within the organisation in any given moment
    • more research and analysis done if more people knows how ask the right questions and where to find answers
    • possibility to test more and faster if IT process is aligns to the CRO process
    • insights reaches more people

live as you learn to reach an integrated CRO-approach

I love models. I can´t get enough. And as hard as it is, I aspire to live as I learn. Therefor I highjacked the Pirate metrics framework – AARRR that is used for growth. But instead of talking about product and clients I thought of it in terms of CRO and co-workers and created a framework for how I could succeed internally to get official and unofficial mandate for CRO. Here is a fictional  example:
AARRR for CRO scaling
To reach an integrated approach is not done in a day. Even if the company has organisational readiness it will take months. at least. But it is worth it.

Ok, so show me the real life stuff – or is this just theory?

It works for me and it works for Outfox. It has changed the way we sell, initiate, run and deliver client projects. At one of our current clients the sales curve looks like this:CRO real life results

This is a year on year sales curve. Sales. Money. Not conversion rate or test results. This client invested heavily in the process of conversion optimization. Every person happily invested in understanding it and gained from it. And we did not increase traffic during this time.

By: Joni Lindgren

Patrik Gamryd Joins the Outfox Board of Directors

At the Outfox annual general meeting on March 31, Patrik Gamryd was appointed a regular member of the board. Patrik is currently CEO of InkClub. His previous experience includes acting as CEO of Dentsu Aegis Network Sweden and as chairman for several of its companies, including iProspect and Isobar.

In the Outfox board of directors, Patrik will contribute with his experience of developing companies with international operations and a global customer base.

Lars Johansson, chairman of the Outfox board, says, “Analyzing data with the purpose of increasing revenue, lowering costs, and boosting customer satisfaction is hotter than ever. We are looking forward to developing our operations together with Patrik – expanding our offering to new customer groups, creating even more value for our products and services, and increasing our international presence.”

“I’m genuinely interested in the industry that Outfox represents, and I share Outfox’s outlook on the potential going forward,” says Patrik Gamryd. “Over the years the company has been active, Outfox has achieved an impressively strong position, which I hope to be able to contribute to by further developing the company by contributing with my perspectives and experience.”

Patrik Gamryd

About Outfox
Outfox Intelligence AB is a fast-growing consulting firm that helps companies increase revenue, lower costs, and increase customer satisfaction by collecting relevant data. The company offers analysis services related to big data and conversion optimization. Outfox is one of the world’s leading resellers of Google Analytics Premium, now rebranded Google Analytics 360. The Outfox team helps companies in a wide variety of industries and in countries (together customers have operations in more than 50 countries). Several of the world’s biggest brands entrust in Outfox for the most qualified help with all aspects of digital analysis, both technical and business. Outfox is headquartered in Stockholm, Sweden.

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:

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