poster of 2015 digital marketing events

The Top 23 Digital Marketing Conferences in 2015

Each year, I like to take a look at the year ahead and look at what digital marketing events we should be paying attention to in the year ahead. As you all know, picking appropriate conferences are a subtle dance of budget, location and training needs of your team. Given the explosion of worthwhile events out there in the digital marketing landscape, I thought I’d share some of my research with you. Of course, you could spend the time Googling all of these yourself, but wouldn’t it be easier if you just download our handy PDF of the top digital marketing events of 2015? Yes! We’re hopeful some of these events can help you and your team get smarter in 2015.

As for KW2, we’re checking out Confab, a CMS conference and some of the PPC conferences. They all hit areas of deep interest in the services we provide for our clients. I’m hopeful this reference guide can help you plan your training calendar around the events you want to go to. Here’s to a successful 2015 and here’s to getting smarter while we do it!

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Digital marketing is good. So are books. Zuckerberg’s book club could teach us a thing or two about both.

I love to read. Even more so, I like holding books in my hands. I dislike the Kindle, and I’m an evangelist for the importance of turning a paper page.

So the irony that I coordinate planning, programming and testing websites isn’t lost on me.

In fact, I love my work. And I love doing it at KW2, where we on the digital team redesign websites, optimize for search, run PPC campaigns and help clients with technical solutions to their digital challenges. We do it all and we do it well.

But it’s important not to forget that “traditional” forms of media can still resonate with an audience. Even excite them. In fact, human beings still read books. You heard it here first, folks! And that’s how Mark Zuckerberg wants to unite us in 2015.

His global book club’s pledge to read a book every other week in 2015 recruited almost 140,000 joiners in its first 48 hours, and the momentum just keeps growing. His track record shows we can count on him to carry it through: in the past, he’s learned to speak Mandarin, eaten vegetarian (unless he killed the animal himself) and worn a tie every day.

The Atlantic called him ‘the new Oprah,’ and for good reason: the club’s first book sold out on Amazon within 36 hours. That Oprah moniker earns your eye roll, yes. But it’s important to recognize what this means for anyone thinking about how to connect with an audience.

“Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today,” Zuckerberg wrote. “I’m looking forward to shifting more of my media diet towards reading books.” Zuckerberg might be a punk in a hoodie (that’s what my father affectionately calls him), but he’s hitting the mark here. Even Warren Buffet and Charlie Munger make the time in their schedules to read upwards of 250 books a year, crediting their unquenchable thirst for knowledge an important part of their continued economic success. I’m no billionaire, but I definitely know that when I curl up with my favorite Russo, it’ll stick with me much longer than a banner ad or an Instagram photo.

Our “media diet” should nourish us, just like our food diets. As consumers, we deserve information that serves us well. If you sell a product, inspire a change in behavior or motivate charitable giving, people will only connect with your message if and when you’ve earned their attention. Whether it’s a guerrilla marketing event, a print ad or a radio spot, good advertising should be compelling, real and meet your clients’ and your clients’ customer’s needs. Period.

Digital marketing matters. Duh. Your customers matter more. Those customers may still want books. That means ‘traditional’ advertising matters. We’ve got you covered there, too. We’ll let our print work speak for itself.



3 advertising tools to connect with customers in 2015

Entertainment has come to the forefront in new ways. And therefore, so too has advertising. Regardless of company size or budget, it’s important to stay on top of every tool in the advertising tool kit. How can you spread brand awareness? Tell stories. Listen. And join the conversation. Here are three advertising tactics to keep in mind during 2015.

Telling longer stories through video. In an age of bite-sized content through Vine, Instagram and Pinterest, some brands produce ads that fit faster and shorter media. But with the trend towards fast and short, longer-form ads still work. YouTube reported that its top ten ads of 2014 have an average length of three minutes. Taking minutes instead of seconds to develop a story around your product or brand can garner attention like nothing else. Last year, World Cup fans watched over one billion minutes of World Cup ads alone on YouTube. Beats by Dre packed a punch with its ad that chronicled “the game before the game,” exposing the human side of global sports figures. Thailand mobile operator True move-H has inspired millions globally with its powerful stories of giving unconditionally. Lesson learned? In this age of “instant” entertainment, consider an online video presence to tell longer stories and make deeper connections.

Keeping an ear to social media. Remember the iconic “Oreo moment” a couple years back, during the Super Bowl blackout of 2013? Real-time marketing is not new, but now it’s becoming a requirement for some brands today. Brand newsrooms – teams on-hand to instantly react – are becoming more popular to harness the “It’s happening now!” moments. Nationally- or globally-televised events are not the only opportunities either. Being always-on is time-consuming and difficult to do well. But it means you can foster good will among a customer base, like Citi Bike and JCrew did for a fallen biker. Social listening and reacting even in small ways, is customer service with incredible potential.

The new social media. Snapchat. Facebook’s Messenger and WhatsApp. Viber. Tango. Kik. Even Vine. They’re all at the forefront of messaging apps. If mobile is the new frontier, then messaging apps are the covered wagons bravely trekking ahead. BI Intelligence reports messaging apps as the fastest growing category within mobile apps. These apps highlight the divide between social networks for communicating with family, and more private options for communicating with friends on-the-go. The tough part is staying in the loop in terms of brand presence. These are new platforms, unsaturated with ads. But they’re not necessarily off-limits to brands. Virgin Mobile does a nice job with this by soliciting already Vine-famous users to “take over” their Vine channel for a period of time. These users create content that appeals to a captive audience, and Virgin Mobile spreads further awareness of its brand. First, you need to investigate your target audience’s presence on the platform. Ensure that social interactions on the network relate to your business goals. Then carefully strategize how you will interact with your target audience for your brand to join the conversation and spread brand awareness.

Staying up to date on the latest advertising options helps your brand stay authentic and relatable to your customer base. These days, that often means entertaining to remain memorable and valuable to your audience. Which outlets are right for 2015? Let your budget and your audience decide.


Opening Doors for Web Accessibility - Part 1 of 3

Making the Web Accessible for All – Part 1: Why Should You Make Your Site Accessible?

Web accessibility is probably not the first thing you think of when kicking off a website project. It may not even be something you consider at all. However, ensuring your website is usable by anyone who visits your site, disabled or not, is a fundamental part of User Experience (UX). Ignoring it means you could be excluding a huge percentage of potential customers.

This article is the first in a series on Making the Web Accessible for All. Part 1 will focus on why you should make your website accessible, while Parts 2 and 3 will provide you with tips, resources and tools for ensuring your site can be used by those with disabilities.

Accessibility is not easy, and there is no “silver bullet” tool or checklist that will instantly make your site accessible to those with visual, auditory, physical, speech, cognitive, language, learning or neurological disabilities. Instead, thinking about users with disabilities and how they will interact with every part of your site must be woven into every step of the process. At KW2, our UX Designers, Art Directors and Developers follow the Web Content Accessibility Guidelines (WCAG) developed by the W3C from site planning to launch.

So, if accessibility isn’t easy, and takes careful planning to carry out, why should you make it a part of your site redesign?

One in five of your customers has a disability
If your site is not accessible to those with disabilities, you’re excluding one in five of your users. In the 2010 U.S. Census, 56.7 million people, or 19% of the population, reported having a disability. Of those:

  • 8.1 million people had difficulty seeing, including 2 million who were blind or unable to see.
  • 7.6 million people experienced difficulty hearing, including 1.1 million whose difficulty was severe. About 5.6 million reported using a hearing aid.
  • 30.6 million people reported mobility issues, such as walking or climbing stairs, and used a wheelchair, cane, crutches or a walker.

Try using your site with just a screen reader or just your keyboard without a mouse. Is it easy to use, with enough information to make a purchase or decision, or is it frustrating? If your site is not accessible, you could be losing every fifth potential customer as they grow frustrated with the experience and leave.

Age-related disabilities are becoming more common
Older web users are one of the fastest growing demographics. According to Pew Research Center’s Internet and American Life Project, people over the age of 65 are the fastest-growing group on social media. And as the Baby Boomer generation ages, an increasing number of Internet users are going to be facing age-related disabilities.

These users may be experiencing vision and hearing loss, in addition to reduced fine-motor control (required for using a mouse or using coordinated gestures to control a touch screen device). Unlike those born with disabilities, these users may not consider themselves disabled, so it’s even more critical to build accessibility into the User Experience of your site, rather than bundle those features under an “Accessibility” link somewhere in the site map.

You may be required by law to be compliant
Does your business have more than 15 employees? If so, you must comply with the Americans with Disabilities Act (ADA) requiring that businesses make accessibility accommodations to enable those with disabilities to access the same services as those without disabilities, which includes websites.

Similarly, government agencies must follow Section 508 accessibility guidelines from Section 508 of the Workforce Rehabilitation Act of 1973. ADA and Section 508 compliance are different, but both offer guidance to help you make your website more usable for customers with disabilities.

Accessibility benefits all users
Many of the features that help disabled users are simply best practices, and they can be valuable to all site visitors. Some accessibility must-haves, such as appropriate and relevant title tags and descriptive alt tags for images, can improve site Search Engine Optimization (SEO) and help all users find your site quickly.

Thinking about users with disabilities when planning your site ensures your site is accessible for all users, not only those with difficulty seeing, hearing or using a keyboard.

In the next article in this series, we’ll delve into the Web Content Accessibility Guidelines and show you what steps to take to make sure everyone can use your website.


illustration of magician's hat and deceptive marketing practices

(Dis)honest Principles: Treating Users with Sincerity

Have you ever clicked a download button that resulted in an unexpected file? Has a site ever snuck an extra item into your cart? It doesn’t feel honest. Certain interfaces deceive people into taking actions they would not have taken otherwise. Deceived users will lose respect and take their business elsewhere. In short, deceitful interfaces are unfair.

These interfaces trick people into clicking ads and accepting hidden costs. Duped users answer trick questions and allow services to post on their behalf. Additionally, a popular tactic allows users to sign up for a service with ease, but proves difficult when users want out. Many of these deceptions classify as bait and switch or misdirection tactics. In other words, elements appear one way when a user scans a web page, but mean something else when read with more careful parsing. While I’m not against a magician’s deceptions, I believe it is unethical to gain profits from anyone fooled unaware.

Why do these practices exist? A small percentage of misled users do not notice until it’s too late, while others notice but are too busy to take action. Furthermore, certain workplaces rely on excessive metrics and conversion rates for decision-making. Viewing users as giant dollar signs can lead to exploitative, disrespectful, and unethical behavior.

I’d like to share a few simple ideas that help us at KW2 stay as sincere as possible:

  • Convey your information in the clearest possible manner.
  • Be the best example to your community and to those who look up to you.
  • Give users what they want instead of what you think they want.

If users feel as if a service is manipulating them, they will find another provider. While metrics may show beneficial short-term growth from these practices, users will catch on and abandon ship. Moreover, treating people with kindness and respect is reciprocal. People deserve honesty and clarification, not exploits and trickery. Above all, when providing any service, realize the users come first. Period. Also, don’t let David Blaine design your site.

What ideas do you have to stay honest with users?



Fundamentals of SEO – Part 2: Developing a Killer Keyword Plan

In our previous post on the basics of using Google Analytics to define successful searches, we talked about how to use site analytics to determine which search terms brought visitors to a website. In this post, help you capture more of the kinds of visitors you want by creating an effective keyword plan:

1.     Define your website strategy

2.     Set clear, measurable goals

3.     Evaluate possible terms

4.     Choose the best place on your website for each term (coming up in Part 3!)


1. Define Website Strategy

At KW2, we typically serve two types of clients: those with goals to incite long-term behavior or social change, and those with sales or conversion goals. To develop a successful keyword plan, our approach is to first define the high-level strategy of this website or service: conversions, or “brand-building.” Brand-building is best used in quotes here because the term also incorporates things along the lines of public health, public safety and education.

Conversion Strategy

Conversion goals include things like purchases, form completions, calls, downloads, and other measurable on-site interactions.

Brand-Building Strategy

Branding goals include awareness, perception change, or off-site behavior change such as reduced rates of obesity, tobacco-related deaths and traffic incidents.


Clearly outlining the purpose of this strategy will help with keyword research in terms of how much context is needed, how direct or strong to be with language, and how certain phrases should be prioritized.

Some clients will want to pursue both of these strategies. In those cases it’s important to define what success will look like, to the benefit of all parties involved. It’s also important to define a clear priority between the two. A strategy that’s 80% brand and 20% conversion will look quite different than a strategy with the opposite priority.


2. Set Clear, Measurable Goals

Along those lines, defining goals of this SEO exercise is extremely important. Clearly defining measurable goals makes it possible to assess the efficacy of an SEO strategy, and it provides a baseline from which to optimize.

At KW2, we take a collaborative approach to helping a client define the success metrics of a campaign or website. Possible goals for a conversion-based website include:

  • Increase the number of purchases
  • Increase the average monetary value of purchases
  • Increase the number of on-site communication conversions (form completions, calls, etc.)

Possible goals for a brand-building project include:

  • Increase search engine ranking for our goal keywords
  • Increase page ranking for our goal keywords
  • Increase awareness of the campaign/product/service/issue among the target audience

We place great value not only on developing solid plans, but also on consistent and frequent evaluation of these plans. Secondary research can go a long way in informing a great SEO strategy, but in the end we hold ourselves accountable for optimizing toward our client’s goals. More on that in Part 3 on SEO fundamentals, which covers ways to optimize and evaluate your on-site SEO.


3.   Evaluate Possible Terms

The final step in creating a great keyword strategy is to evaluate how well proposed terms fit the goals outlined above. We look at many criteria, but we grade each keyword or phrase on the following components:

  • Average monthly searches in the geography in question (this is also known as search volume).
  • Competition score – How many others are vying for the top rank for this word? Is the competition using paid methods or organic? Do we stand a chance at a higher ranking?
  • Relevance – Is the phrase relevant in context of what the business or organization actually does and offers? Also, does the site currently talk about this topic anywhere? If not, should we consider creating a space where you can do so?
  • Specificity – Does this person know exactly what they are looking for, or are they browsing options?  For example, “Madison ad” and “Madison Wi advertising agency” are both relevant to KW2, but the second is a more specific search.
  • Intent  – Does the term indicate the person is far down the purchase funnel, or is he or she in the information-gathering process? For example, a person searching for “what do ad agencies do” would likely be looking for broad information, while someone who searched for “how to hire an ad agency” could presumably be closer to making a decision.

Taking the time to truly assess the purpose of your SEO strategy – brand/issue awareness, conversions, or both – and the defined goals for the finished product and a clear plan for evaluating performance based on those goals, and finally evaluating possible terms, is a proven process for building a great keyword strategy. This method is based on industry best practices and published processes from SEO’s finest. It’s also our way of doing things, because we’ve found it to be the most striking way to accommodate our wide variety of clients’ needs in terms of on-site SEO.

In the next part of this series we’ll discuss how to map keywords to the right landing pages, key on-site places to make sure your SEO is solid, and a few tips on optimization.


Next up in our series on building great SEO strategies:

  • Fundamentals of SEO – Part Three: Keyword Optimization and On-Site Implementation

Or, check out our previous post:


Desktop to mobile responsive design illustration

Mobile Website Traffic Makes the Case for Responsive Design

The need for your website to display responsively to smartphone and tablet traffic is increasing month over month and the trend isn’t going away anytime soon, or dare I say, ever. So, how do you respond to responsive? When it comes time to redesign or start your new website, what steps do you take to assess whether or not you should design responsively? Here at KW2, we assume responsive design on most projects but we’ll also do a more detailed business needs analysis during our Discovery phase to determine whether we should plan and design a responsive website.

First, we establish the need, if your analytics hasn’t done the job for you. According to the quarterly mobile traffic report from Walker Sands Communications, almost a third of global internet traffic – 31.3% – to North American sites in Q4 2013 came from smartphones and tablets. That’s up 34% from the Q4 2012 report. These numbers will only continue to increase over time.

Your analytics is telling you to pay attention to mobile traffic.
Your customers are accessing your site more and more through mobile devices.
So, how do you tackle this responsive design need? Here are a few steps to get you headed in the right direction.

During the Discovery phase, it’s crucial to make sure all key stakeholders understand what responsive design is and the impact it will have on the design of your website. Sometimes, our clients ask about responsive design without understanding what it means and the implications responsive design can have on process, timing and budget. A thorough Discovery process will give you clear documentation on how the site will be built – responsive or otherwise.

Planning and Concepting Process
Responsive design projects tend to take on more of an agile workflow as opposed to a traditional waterfall process. Collaboration amongst the UX designer, art director, strategist, marketing and technical folks is essential to making this work efficiently and effectively. At KW2, we like to establish a conceptual design framework for the website before delving too deeply into the responsive menu and display structures. Once we have client approval on a concept, we can quickly create the mobile display menus and designs to move onto programmers.

QA Testing Time
Testing time will increase a bit when putting a website through its paces on not only the browsers and OS desktop platforms but the mobile devices as well. It’s key to identify and agree on the devices you will use in testing your website. Neither you nor your agency can test on all devices – it’s just not possible. Agree on the most important ones. Your analytics can tell you what devices access your site most frequently. Obviously, test on the devices you and your marketing team use as well. You will be spending a lot of time on your own site during the process so make sure it’s looking good on your own device. Oh, and don’t forget your boss. Make sure the site looks good on his or her device because that’s probably the only device they will view it on. Gotta make sure it looks good for them!

Device Testing
One piece of advice having been through many QA testing projects here: test on real devices. While some websites and services can help you get a topline look at how your site looks when accessed by the most popular devices on the market, the rubber meets the road when you actually access the site using the device and its native OS platform.

Put your site to the responsive test right now
If you’d like to see how your site looks when being accessed by many of the top mobile devices on the market, you might find the following tools handy – Responsive Design Checker, Responsinator. Just punch in your site URL and the results will show you how you look to multiple devices without having to actually hold those devices in your hands. This internet thing is pretty neat, right?

Here’s a topline summary to get you up and running on responsive design for your site:

Do your homework to determine the need for responsive design – data, analytics
Create planning documents with the mobile experience in the forefront
Appropriately plan time for QA testing

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Fundamentals of SEO – Part 1: Using Analytics to Define Successful Searches

We see a lot of clients who want and need help with Search Engine Optimization (SEO). Moz, one of the leading SEO experts, describes SEO as “the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.” This series will focus on the “words on your page,” or “On-Site SEO.”

This article is Part 1 in our series on Building a Great SEO Strategy. The series will focus on on-site tactics to help your company or organization with SEO. Part 1 focuses on how Google Analytics can provide the fundamentals of a great SEO strategy.

At KW2, our SEO team looks at data in Google Analytics to find out what the client’s current site users have in common to provide a starting point for SEO. Let’s examine further at what data we look at, how we help businesses define their SEO objectives, and how we build keyword categories to help our clients enhance their online presence for future success.

Weeding Out Searches That Include the Company Name

We put the most value on the search terms that do not include the company or brand name, since these words are what someone searches for when they aren’t already familiar with the company. These are the kinds of site visits and search terms our team wants to learn more about, so we can use information to capture more searches like them.

This information helps us find common trends among new visitors and their behavior on-site. Keep in mind, the way someone interacts with a website is very different depending on whether they have been there many times, or never before. For many of our clients, one key area of growth is the website’s ability to bring in new potential customers. Therefore, we want to understand as much as we can about someone who landed on KW2 by searching for “local advertising agency,” and we place less emphasis on someone who landed on our site after typing in “KW2 Ideas in Madison Wisconsin.”

Time On-Site and Bounce Rate by Keyword

Once we’ve narrowed our Analytics view to people who just learned about the organization (“advertising agency” rather than “KW2”), we sort the remaining keywords to find those with the best time on-site and the lowest bounce rate. This information helps us find out—of the people entering terms that bring up the site—which of these people thought the site’s content was relevant to their search, and which of these people exited because they did not find what they were looking for.

If a keyword consistently results in a high bounce rate, we can assume that users have something different in mind when they enter that keyword. For a more detailed look at what this looks like within Google Analytics or how we’d suggest improving it, check out our blog post that illustrates a working example.

On-Site Actions and Goal Conversions by Keyword and by Keyword Category

Next, KW2 uses site analytics to find out which keywords (or categories of keywords) consistently produce desired on-site user actions. Do searches within one category of terms consistently bring in new social media follows? Does one keyword category usually result in the visitor filling out a contact form? If so, KW2 suggests exploring these terms more to bring in similar types of traffic.


Want to learn more about how to use Google Analytics to find out about how potential customers are searching for you? Contact Us or leave a comment below.

Next up in our series on Building Great SEO Strategies:


Fundamentals of SEO Example: Successful (and unsuccessful) Search Terms

In a previous post we discussed how to spot problematic keyword phrases using information from Google Analytics. Here’s a detailed example of what that might look like, and what we’d suggest to do about it.

In this example we’ll consider an organization that raises awareness about types of child abuse and neglect, and provides services and education to help reduce these types of abuse. This example is not based on any real client of KW2 and is meant to help illustrate a concept regardless of industry or topic area.

Fundamentals of SEOOver time this scenario would hurt the organization’s website ranking because Google sees high bounce rates as a sign of site irrelevance. However, that doesn’t mean the organization should avoid talking about stress—it just means they should start talking about it in clearer ways. Here are some tips KW2 would offer this organization to help filter out the wrong searches, and bring in the right searches:

o   When talking about “stress” on-site, always use “toxic stress” in the phrase, never just “stress” on its own.

o   Add crucial on-site SEO elements: Page Titles, meta-descriptions and alt attributes for images.

  • Page Titles for this example should mention the nonprofit’s name, and should include a phrase such as “Preventing Child Abuse and Neglect” in the page title. This will appear in search results, and will help people understand what this website covers.
  • Meta-Descriptions usually appear below the page title in search results, and can help users learn more about what’s on the page before they click. This is usually 150 characters and summarizes the content on the page.
  • Alt Attributes in images will not appear to most users, but they help Google classify your page. For example, the images of infants found on the site in this example should be labeled “toxic stress in infants.” Google will then “know” that the site talks about type of stress in infants, not stress in the workplace.


Want to learn more about how to use Google Analytics to find out about how potential customers are searching for you? Contact Us or leave a comment below.

Looking for more?

Fundamentals of SEO – Part One: Using Analytics to Define Successful Searches

Fundamentals of SEO – Part Two: Developing a Keyword Strategy (coming soon)

Fundamentals of SEO – Part Three: Keyword Optimization and On-Site Implementation (coming soon)



The Google Analytics Tools You Need to Apply Right Now (Part 1 of 3)

Get ready for a bold statement folks: Google Analytics is an incredibly powerful tool that can help you look at past results, present performance and future strategies for websites. Knowing its capabilities, and leveraging the data to achieve your goals are invaluable. This is the first of a three-part blog series to explain some basics of Google Analytics that aren’t always considered when it comes to integrating it into websites.

To really get a good sense of your website’s success, it’s more than just looking at an increase in visits or a decrease in bounce rate, month over month. There is so much to unearth, but knowing where and how to begin Analytics integration is key. All the data in the world is useless, if not set up properly and strategically. There are many lesser-known aspects of Analytics that should be considered and implemented as you create a website or online campaign. In this post, I’ll give you two important ones that are simpler than you may think.

Take advantage of Views
In Analytics, you create one Account. Under that account, you have Properties, which are the different sites (or apps) you want to track. For each site, you can create multiple Views. Depending on your goals and objectives for your website, applying different Views can quickly give you the specific information you need, based on the settings, dimensions and Filters you assign. For example, if your sales team is divided among the United States, Canada and Mexico, it may be beneficial to create an individual View for each country. As a result, each salesperson doesn’t have to sift through the cumulative data of every country to find their unique statistics. Another example: creating a mobile and desktop View to see only the data from either of those devices. Regardless, even if you decide you do not need multiple Views, it is important to create a test View. This will allow you to make new changes in your criteria for gathering information without being detrimental to your site’s results. Once you’re pleased with its setup, apply those settings to your main data View.

Filter out the unnecessary data
To take advantage of Views, we’ll need to set up filters. Analytics’ filters are crucial to collecting the best information from your site’s performance, and nothing is more frustrating than skewed and inaccurate data. You can filter nearly anything you can think of. Definitely filter out your internal employees’ visits via an IP address filter. If one of your Views is only concerned with sales and revenue, filter out the job board sites. If you only care about visitors coming from desktop computers, remove the mobile and tablet visits. If you think it’s a filter that will stick around indefinitely, save it as a View.

An important note: Always keep an unfiltered/original View for raw information, and as a backup for your data. After that, add as many unique and customized Views as you want. Make sense? (Call me if it doesn’t – I dream in Analytics)

Some of these tools are very easy to implement, however, others may take serious time and effort, requiring some research, testing (that’s where a test View comes in handy) and even programming. Remember that altering the data Google gathers for you will be applied from that moment and onward. Analytics doesn’t store information, “just in case,” if you tell it to exclude the data from the beginning. Therefore, be sure you’re monitoring your filters and data in the beginning, and be prepared to make adjustments on the fly if you aren’t satisfied with the information you are or are not gathering. Filters and Views implementations make your website’s data indisputable and reputable. Keep an eye out for the next post in this series where I will discuss Goals and the strategies that will be useful for your Analytics information.