[{"data":1,"prerenderedAt":838},["ShallowReactive",2],{"blog-en-getting-the-most-out-of-permission-marketing":3,"related-en-getting-the-most-out-of-permission-marketing":217},{"id":4,"title":5,"author":6,"body":7,"category":200,"description":185,"extension":201,"image":202,"isToc":203,"langAlt":6,"meta":204,"metaDescription":6,"navigation":205,"path":206,"published":205,"publishedAt":207,"readingTimeMinutes":208,"readingTimeText":209,"relatedArticles":210,"seo":213,"stem":214,"teaser":215,"updatedAtCustom":6,"__hash__":216},"blog_en\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","Getting the most out of Permission Marketing",null,{"type":8,"value":9,"toc":184},"minimark",[10,15,19,23,26,30,42,47,69,73,80,87,91,102,106,117,121,126,129,133,136,140,143,147,154,158,161,178],[11,12,14],"h2",{"id":13},"defining-permission-marketing","Defining permission marketing",[16,17,18],"p",{},"Permission marketing is based on customers' anticipation, personalization, and relevancy to build lasting customer relationships, and lead successful campaigns through utilizing customers' consent. The concept was introduced by Seth Godin, who discovered that successful marketing campaigns succeed because of seeking customer's consent. As a non-traditional marketing approach (opposed to direct or interruption marketing) it contributes vitally to your overall brand image.",[11,20,22],{"id":21},"interruption-marketing","Interruption marketing",[16,24,25],{},"On the contrary, interruption marketing is a well-known and heavily practiced type of marketing messaging that customers did not ask to receive. With new privacy laws it is now being pushed back, however, there are still some popular examples such as radio ads, video ads, billboards, flyers, that might be disturbing to the customers. This approach is quick, can target large audiences at once, and can be a fast way to increase temporary sales, yet it is perceived too pushy and the retention is quite low. On the other hand, permission marketing is respectful toward the customer’s privacy, emphasizing the relationship value.",[11,27,29],{"id":28},"benefits-of-permission-marketing","Benefits of permission marketing",[16,31,32,33,37,38,41],{},"Permission marketing, in its true application, provides more benefits than one might think. ",[34,35,36],"strong",{},"Targeting only interested groups"," of customers lowers marketing costs, boosts the engagement, and subsequently increases conversion rates, hence not wasting resources on those, who find their interest elsewhere, or prefer different offers. Besides, it ",[34,39,40],{},"also demonstrates an ethical form of marketing",". Thus it mostly helps to build lasting relationships based on trust, resulting in positive customer lifetime value.",[43,44,46],"h3",{"id":45},"the-main-benefits-of-actively-using-consent-management-are","The main benefits of actively using consent management are:",[48,49,50,54,57,60,63,66],"ul",{},[51,52,53],"li",{},"Visibility to interested groups, right audience",[51,55,56],{},"Increased customer engagement",[51,58,59],{},"Growing conversion rates",[51,61,62],{},"Increased retention and loyalty",[51,64,65],{},"Strong relationships built on trust",[51,67,68],{},"Better customers lifetime value",[11,70,72],{"id":71},"customers-intent-is-an-opportunity","Customers’ intent is an opportunity",[16,74,75,76,79],{},"Many companies have already adopted, or at least tried, some form of permission marketing. Since the enforcement of various data privacy regulations, e.g. GDPR or CCPA, companies are now obliged to ask permission to use their customers' data, respect their privacy while using the data, and extend the right to opt-out. When the regulations were introduced, the majority of the organizations perceived them as an unnecessary business obstacle, excessive costs, something that would decelerate their marketing and communication efforts. ",[34,77,78],{},"Choosing to look at it as a threat, is a wasted opportunity."," In our experience, changing the perception and incorporating permission marketing into marketing activities is much more beneficial than only being aligned with the law without further thinking.",[16,81,82,83,86],{},"Leveraging, what customers have to say about their interests, is a ",[34,84,85],{},"competitive advantage"," in every industry, especially in such an oversaturated market of online shopping. However, there is much more to it than just choosing yes or no.",[11,88,90],{"id":89},"right-approach","Right approach",[16,92,93,94,97,98,101],{},"The key is to ",[34,95,96],{},"present more granular"," choices of opting-in. From the customer point of view, having only two extreme options might invoke the negative one in order to avoid constant marketing 'invasion' from all sides. Eventually causing a lose-lose scenario. Whereas being able to choose, for example, channels, frequency, and specific offers will ",[34,99,100],{},"ease the pressure",", in addition to helping them find what they really want.",[11,103,105],{"id":104},"let-your-customers-know-that-you-care","Let your customers know that you care",[16,107,108,109,112,113,116],{},"The results from our research uncover that customers prefer to have control over the settings, be able to choose what they want to be communicated and how often. The customers appreciate being asked about their interests. It demonstrates that the company notices them as individuals and care for them. ",[34,110,111],{},"Just the question itself increases the probability of the purchase,"," for example, when asking a customer if they plan to buy a car, instead of not asking it. Continually working with their preferences, being able to detect when it changes, and immediately considering it, ",[34,114,115],{},"positively impact their attitude toward the brand"," and the company. The initial investment is small compared to the overall increased revenues. The outcome can be visible soon after the first steps, whereas the effect is long-term.",[11,118,120],{"id":119},"permission-marketing-best-practices","Permission marketing best practices",[122,123,125],"h4",{"id":124},"clear-instructions","Clear instructions",[16,127,128],{},"One of the first steps toward effective permission marketing is transparency and clear communication. Let your customers know how and where they can consent or opt out when they change their preferences.",[122,130,132],{"id":131},"tell-them-your-intentions-upfront","Tell them your intentions upfront",[16,134,135],{},"Customers will appreciate knowing, how often you will contact them, what topics you will present. It helps them decide what is relevant and what they like.",[122,137,139],{"id":138},"preference-management","Preference management",[16,141,142],{},"Let the customer choose the right option or the combination of marketing communication, for example weekly or bi-weekly. They might feel overwhelmed or want to be contacted differently, they may change their preferences, and providing them with space where they can do so helps the business to target the relevant audience and the customers to find what they need.",[11,144,146],{"id":145},"effective-management","Effective management",[16,148,149,150,153],{},"Although permission marketing seems easy, setting it up correctly and harvesting the most out of it from the beginning can be quite challenging. The crucial part of the process is ",[34,151,152],{},"collecting the necessary permissions via marketing automation",". However, the differentiation lays in managing it all effectively.",[11,155,157],{"id":156},"conclusion","Conclusion",[16,159,160],{},"Permission marketing brings many benefits not only to the customers but it certainly strengthens the relationships between them and the brand. Implementing this approach ensures customer loyalty and increases customer lifetime value. Privacy is not a threat, it is an opportunity to get to know your audience better and deliver relevant content with appreciated communication.",[16,162,163,164,173,174,177],{},"The good news is you do not have to tackle it by yourself. We have solved many similar problems for our clients by implementing ",[165,166,170],"a",{"href":167,"rel":168},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Fwecoma\u002F",[169],"nofollow",[34,171,172],{},"Wecoma",", our Web Consent Management product, which is principally developed to adjust the company's permission settings. ",[34,175,176],{},"Wecoma creates new opportunities for marketing strategy."," This product advances not only web marketing, but also emailing, mails, text messages, and other forms of communication.",[179,180,183],"action",{"link":181,"button":182},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\nTo understand more deeply, how this marketing approach can help your business to grow, get in touch with us today!\n",{"title":185,"searchDepth":186,"depth":186,"links":187},"",2,[188,189,190,194,195,196,197,198,199],{"id":13,"depth":186,"text":14},{"id":21,"depth":186,"text":22},{"id":28,"depth":186,"text":29,"children":191},[192],{"id":45,"depth":193,"text":46},3,{"id":71,"depth":186,"text":72},{"id":89,"depth":186,"text":90},{"id":104,"depth":186,"text":105},{"id":119,"depth":186,"text":120},{"id":145,"depth":186,"text":146},{"id":156,"depth":186,"text":157},"Products","md","\u002Fupload\u002Fpermmision-marketing-article-cover.webp",false,{},true,"\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","2020-04-29T12:00:00.000+00:00",5.215,"6 min read",[211,212],"content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","content\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md",{"title":5,"description":185},"en\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing","Sending nicely prepared newsletters to inform about new products and great offers continuously, yet still reaching low engagement and unsatisfactory conversion rate? Well, the problem might be in not embracing your customers' intent.","bFNH-LcP3x15yvAs2-eodhnqFaofgL5WGYgxxILgbVc",[218,471],{"id":219,"title":220,"author":6,"body":221,"category":458,"description":225,"extension":201,"image":459,"isToc":203,"langAlt":6,"meta":460,"metaDescription":6,"navigation":205,"path":461,"published":205,"publishedAt":462,"readingTimeMinutes":463,"readingTimeText":464,"relatedArticles":465,"seo":467,"stem":468,"teaser":469,"updatedAtCustom":6,"__hash__":470},"blog_en\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md","Machine Learning in Marketing Practice",{"type":8,"value":222,"toc":446},[223,226,229,233,236,240,243,264,267,270,276,280,283,286,290,295,321,324,327,338,347,350,353,358,361,366,373,377,380,384,387,390,395,399,402,410,413,418,422,425,428,433,437,440,443],[16,224,225],{},"While businesses are beginning to fully realize the potential of Machine Learning (ML), building ML models requires advanced data science skills and is a very tedious and time-consuming process. Automated ML focuses on improving the productivity of data scientists by recommending good ML models in a very short period of time and enabling data analysts, BI professionals, developers, and domain experts to build ML models without understanding the complexity of feature engineering, algorithm selection, and hyperparameter tuning. During a three-hour-long session, we highlighted several Machine Learning technologies and automated capabilities, to help understand the value it provides.",[16,227,228],{},"At the very beginning, we overviewed interesting and innovative technologies and applications of AI, mostly on the theoretical level, and gave a good introduction to the following practical presentations given by our Marketing Data Science experts.",[11,230,232],{"id":231},"part-1-azure-machine-learning","Part 1 | Azure Machine Learning",[16,234,235],{},"The first practical part of the workshop focused on Azure Machine Learning (AML). A short tool overview was followed by a business case of how to use ML to effectively motivate customers with discounts taking into consideration that some customers do not need to be given discounts, which in the end can bring significant savings.",[43,237,239],{"id":238},"introducing-azure-machine-learning","Introducing Azure Machine Learning",[16,241,242],{},"Azure Machine Learning is a tool developed by Microsoft providing a comprehensive solution for managing the whole process of creating machine learning models. This tool provides an option to create ML models for various professional levels:",[48,244,245,252,258],{},[51,246,247,251],{},[248,249,250],"em",{},"Notebooks"," for data scientists who love coding in Python\u002FR",[51,253,254,257],{},[248,255,256],{},"Designer"," for analysts with knowledge of modeling process",[51,259,260,263],{},[248,261,262],{},"Automated ML"," option is useful especially for marketers and managers",[16,265,266],{},"It is possible to create models based on “standard” structured tabular data and also custom algorithms for text analytics and object recognition based on textual files or pictures. AML supports deployment of the models as a web service which is easily approachable via simple REST API or as a batch service for batch modeling within databases. Powerful computing ensures quick response, stability, and high accessibility.",[16,268,269],{},"AML covers the whole process of creating ML models:",[16,271,272],{},[273,274],"img",{"alt":185,"src":275},"\u002Fupload\u002Fml-process.webp",[43,277,279],{"id":278},"business-case-optimizing-discount-popup","Business Case - Optimizing discount popup",[16,281,282],{},"One of our clients has an e-shop with apparel. They decided to run a campaign to motivate visitors to make a purchase on their website by offering them a 10% discount via a popup message when visiting the e-shop.",[16,284,285],{},"The current solution was not effective as it did not differentiate between various types of intents visitors could have and treated them equally. This led to a loss of interest resulting in loss of money!",[122,287,289],{"id":288},"more-efficient-solution-with-machine-learning","More efficient solution with Machine Learning",[16,291,292],{},[34,293,294],{},"Before:",[48,296,297,303,309],{},[51,298,299,302],{},[248,300,301],{},"Visitor A"," visited the website to see some inspiration and check offers. They were not interested in purchasing anything at that moment and they actually did not buy anything in the end (red cross). It would be more suitable to engage them via some inspirational content.",[51,304,305,308],{},[248,306,307],{},"Visitor B"," visited the web page after some investigation of its offer on product comparators, however, they were still hesitating. The discount stimulated them to purchase the shoes they always wanted.",[51,310,311,314,315,318],{},[248,312,313],{},"Visitor C"," visited the website with a clear intent to buy a specific product, they would buy regardless of the discount. In the end, they bought the product with a 10% discount. This is an additional cost for the e-shop.",[316,317],"br",{},[273,319],{"alt":185,"src":320},"\u002Fupload\u002Fbefore-ml-model.webp",[16,322,323],{},"The goal of the ML model is to make the popup content more efficient by predicting customers’ intent. To do so, visitors are divided into four groups based on the decision process funnel and the probability of their intent.",[16,325,326],{},"Each group receives personalized content in the popup. This solution can save money by not offering a discount to those visitors who would purchase the product anyway and moreover it moves down through the funnel all visitors that are in earlier stages of the decision process.",[16,328,329,330,333,334,337],{},"Visitors recognized as in the ",[248,331,332],{},"“Attention”"," stage with conversion probability below 25% are provided with inspirational content, increasing their engagement and moving them towards the ",[248,335,336],{},"“Interest”"," stage",[16,339,329,340,342,343,346],{},[248,341,336],{}," or “Desire” stage with conversion probability between 25% and 75% are offered a newsletter subscription which will tell them more about specific products and increase their motivation to move to the final ",[248,344,345],{},"“Action”"," stage.",[16,348,349],{},"Visitors recognized as in the “Action” stage with conversion probability between 75% and 90% are provided with a 10% discount voucher to motivate them to finish the conversion process.",[16,351,352],{},"Visitors recognized as in the “Action” stage with a conversion probability of over 90% are not provided with any offer, the model expects they would convert anyway, and no additional stimulation is needed.",[16,354,355],{},[273,356],{"alt":185,"src":357},"\u002Fupload\u002Ffunnel.webp",[16,359,360],{},"This particular model was trained on exemplary data of customers and their behavior on the web (from what channel they approach the website, what was the landing page, if they ever purchased something etc.).",[16,362,363],{},[273,364],{"alt":185,"src":365},"\u002Fupload\u002Fafter-ml-model.webp",[16,367,368,369,372],{},"After the deployment of the model, each user is provided with suited content leading to a ",[34,370,371],{},"30% profit increase"," and an escalated number of visitors moving through the decision process towards the action.",[11,374,376],{"id":375},"part-2-azure-databricks","Part 2 | Azure Databricks",[16,378,379],{},"The second practical part of the workshop concentrated on Azure Databricks. As an introduction, we went over the tool overview and continued with two business cases: effective product recommendation and optimizing smart bidding.",[43,381,383],{"id":382},"introducing-azure-databricks","Introducing Azure Databricks",[16,385,386],{},"Azure Databricks is an Azure service providing a very broad spectrum of possible uses. Serving people from many data-utilizing areas, it can process data from a wide range of sources and can output results into many other services. Incorporating the Apache Spark for data processing, Azure Databricks is constructed for simple and optimized use of big data.",[16,388,389],{},"Another main advantage of Databricks is allowing cooperation even at the same time and within the same notebook which is further enhanced by the support of multiple programming languages (Python, Scala, R, SQL, Java). The security is ensured by role-based access and integration of Azure Key Vault service for safe work with sensitive information. The usefulness of Azure Databricks is illustrated in two selected cases below.",[16,391,392],{},[273,393],{"alt":185,"src":394},"\u002Fupload\u002Fimage.webp",[43,396,398],{"id":397},"business-case-product-ranking","Business Case - Product ranking",[16,400,401],{},"Due to a generally high number of product pages, e-shops need to sort their products to ensure that customers do not need to search through many pages before finding the most favorite pieces. There are several ways to approach sorting which can be selected based on the company's needs and data availability.",[48,403,404,407],{},[51,405,406],{},"Sorting based on a single metric, like impressions and conversions would lead to fixing the same products on the top of the list and thus driving away bored customers. Therefore, when sorting based on product parameters, it is important to include other metrics, like past trends and profit margin to respond to trends and to optimize based on profit.",[51,408,409],{},"Alternatively, sorting can be personalized based on either related products to those a customer has already viewed or related customers by offering products they have shown interest in. Personalization may provide more tailored recommendations but requires significantly more data and more time and space for computation. By incorporating Azure Databricks into your solution you have the benefit of optimized big data processing along with the possibility to process data in real-time.",[16,411,412],{},"To evaluate the selected sorting of products, the A\u002FB test allows you to compare two groups of randomly divided customers which helps you to avoid interpreting the evaluation without mistaking the effect of improved sorting with unrelated external influence. If the first version of product ranking is successful (as is visible on the result from the A\u002FB test below), the continual improvement and subsequent testing can proceed.",[16,414,415],{},[273,416],{"alt":185,"src":417},"\u002Fupload\u002Fgraph.webp",[43,419,421],{"id":420},"business-case-improving-google-ads-smart-bidding-algorithm","Business Case - Improving Google Ads Smart Bidding Algorithm",[16,423,424],{},"The smart Bidding Algorithm for Google Ads is optimizing advertisement strategy by investing in ads that bring more profit. For this optimization, the algorithm needs to have correct and timely information about the profits from orders. However, this is often a problem e.g. due to returned orders or due to buying the products to store only after a customer has paid for them. For this reason, the Smart Bidding Algorithm calculates with revenues, assuming the simple constant margin and constant return rate for all products. This can be improved by predicting the profits - either using a complex model for the profit or separating profit into a multiplication of revenue, margin, and return rate where revenue is known, average margin can be taken from the database, and return rate can be predicted using a binary model.",[16,426,427],{},"Azure Databricks helps you combine the necessary data both from real-time streams and a regularly updated database. Predicted profits are loaded into Google Ads so that Smart Bidding Algorithm can improve the advertising in the browser and bring more customers and more future profit.",[16,429,430],{},[273,431],{"alt":185,"src":432},"\u002Fupload\u002Fgoogleads-smart-bidding.webp",[11,434,436],{"id":435},"summary","Summary",[16,438,439],{},"In summary, we showcased three practical uses of Machine Learning in e-Commerce, yet the number of ML applications is far bigger. With an increasing number of different tools providing automated algorithms it is always good to know what your data is flowing through before deciding on a specific option. With Azure, you can not only ensure security, but also it can be very easily connected to cloud storage and other tools that overall create one well-working and inter-connected environment, built for your convenience and, more importantly, increasing customer engagement and returns.",[16,441,442],{},"We have applied similar and many more solutions. Marketing combined with Data Science experience and technical expertise provides us with a competitive advantage to build custom solutions for each project.",[179,444,445],{"link":181,"button":182},"\nLet us know, how we can help you grow.\n",{"title":185,"searchDepth":186,"depth":186,"links":447},[448,452,457],{"id":231,"depth":186,"text":232,"children":449},[450,451],{"id":238,"depth":193,"text":239},{"id":278,"depth":193,"text":279},{"id":375,"depth":186,"text":376,"children":453},[454,455,456],{"id":382,"depth":193,"text":383},{"id":397,"depth":193,"text":398},{"id":420,"depth":193,"text":421},{"id":435,"depth":186,"text":436},"Company","\u002Fupload\u002Fmachine-learning-marketing-banner.webp",{},"\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice","2020-10-07T01:49:55.000+00:00",8.2,"9 min read",[466],"content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md",{"title":220,"description":225},"en\u002Fblog\u002Fmachine-learning-in-marketing-practice","A few months ago, we organized an online workshop on the practical use of Machine Learning. We talked about how to open new opportunities with Machine Learning in marketing as well as in other fields.","Sxt_6uoFUTDWOfF7FQ8d1O_IHFvxlepp4_lDBbuCfNU",{"id":472,"title":473,"author":6,"body":474,"category":200,"description":478,"extension":201,"image":826,"isToc":205,"langAlt":6,"meta":827,"metaDescription":6,"navigation":205,"path":828,"published":205,"publishedAt":829,"readingTimeMinutes":830,"readingTimeText":831,"relatedArticles":832,"seo":834,"stem":835,"teaser":836,"updatedAtCustom":6,"__hash__":837},"blog_en\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","Starting with Waaila",{"type":8,"value":475,"toc":813},[476,479,486,495,502,506,523,527,569,580,583,590,594,600,604,611,616,627,634,637,642,646,652,659,664,671,676,680,687,690,716,719,723,730,733,738,754,758,769,772,777,779,789,797,810],[16,477,478],{},"Data quality validation is not a question of IF rather than WHEN and HOW. With the Waaila application, you can easily check your data in Google Analytics to reveal defects and errors. You can choose from many provided tests or create your own. The application is an AI-based advanced algorithm to detect anomalies and issues in the data from your Analytics platform (Google Analytics or Piano Analytics).",[16,480,481,482,485],{},"In order to get the most of the application, even if you have no experience with data validation, you can use prepared sets of tests available for free in Marketplace inside the application. We recommend starting with the ",[34,483,484],{},"Waaila – GA Starting Kit"," containing a set of predesigned basic tests that are a great initial point toward higher quality data.",[487,488,489,494],"note",{},[165,490,493],{"href":491,"rel":492},"https:\u002F\u002Fwaaila.com\u002F",[169],"Sign up","\n for Waaila app and start validating your data today for free.\n",[16,496,497],{},[273,498],{"alt":499,"src":500,"title":501},"preview of Waaila Market place","\u002Fupload\u002Fwaailastartingkit.webp","Waaila Starting Kit",[11,503,505],{"id":504},"setup-a-dataset-and-use-the-test-editor","Setup a dataset and use the Test Editor",[16,507,508,509,511,512,514,515,518,519,522],{},"In this section, we explain how to create a dataset from a test collection in Marketplace and provide a brief description of the Test Editor where individual tests can be edited and run. To start using the ",[34,510,484],{},", go to Waaila Marketplace, select the ",[34,513,484],{}," test set, open it and click in ",[248,516,517],{},"“Add to library”"," button. When the test set copies to your library of tests, click on ",[248,520,521],{},"“Use in dataset”"," button.",[43,524,526],{"id":525},"how-to-create-a-new-dataset","How to create a new dataset",[528,529,530,536,543,546,557,560,563],"ol",{},[51,531,532,533],{},"Select an existing depot where the dataset should be located or create a new one by selecting the option ",[248,534,535],{},"\"Create a new depot\".",[51,537,538,539,542],{},"Next, select the option to ",[248,540,541],{},"\"Create a new dataset\""," (tests can also be added from the library to an existing dataset in this step if you already have some existing datasets).",[51,544,545],{},"Select the provider account - if you are using your main account with which you logged in to Waaila, it is offered in the selection field; if you need to connect a new account, follow authentication below the field.",[51,547,548,549,552,553,556],{},"From listed data sources, select an ",[248,550,551],{},"account, property,"," and ",[248,554,555],{},"view"," that you want to use for this testing.",[51,558,559],{},"Set a custom name or leave the existing name.",[51,561,562],{},"Optionally add a description.",[51,564,565,566],{},"Confirm the configuration by clicking ",[248,567,568],{},"\"Save\".",[16,570,571,572,575,576,579],{},"Upon creating a dataset, the dataset opens, and you can run and edit the tests. To run all tests, you can use the dedicated button above the list of tests, called ",[248,573,574],{},"\"Run all tests\"",". However, you can also open the ",[248,577,578],{},"Test Editor"," by clicking on a test and there you can examine the test in detail, run the single test directly or edit its content.",[16,581,582],{},"The Test Editor page is divided into several parts. On the top, below the navigation line, there is the summarized information about the test, including its name and description. Below the information is a multi-functional button, allowing you to run the test. The main parts of the test are the Query logic and the Test logic where the Query logic specifies which data you want to load for your test and the Test logic manipulates the data, typically checks some condition,s and outputs the result. When you evaluate the test in the Test Editor, the result appears above the Query logic and Test logic.",[16,584,585],{},[273,586],{"alt":587,"src":588,"title":589},"Preview of Waaila App, test editing","\u002Fupload\u002Fwaailastartingkit-testeditor.webp","Waaila Test Editor",[11,591,593],{"id":592},"how-to-run-and-interpret-tests-in-waaila-ga-starting-kit","How to run and interpret tests in Waaila – GA Starting Kit",[16,595,596,597,599],{},"In the test collection ",[34,598,484],{}," there are five basic tests that can help you start with your data quality validation in Waaila. In the following subsections, we explain each test individually and show you how to interpret its result.",[43,601,603],{"id":602},"test-1-number-of-sessions-for-the-past-28-days-w0210","TEST 1 – Number of sessions for the past 28 days (W0210)",[16,605,606,607,610],{},"The first test offers a simple verification that there are indeed some data measured in your Google Analytics. It extracts data about the number of sessions in the last 28 days (up to and including yesterday’s data). The test passes if there is at least one session measured in that period and therefore it ",[34,608,609],{},"serves as an initial check"," for starting with data quality evaluation. Apart from a pass or fail the test also outputs the actual number of sessions if it is positive. On the included screenshot of the Waaila app, you can see the result for a site with 45 thousand sessions in the past 4 weeks.",[16,612,613],{},[273,614],{"alt":185,"src":615},"\u002Fupload\u002Fwaailastartingkit-testresults.webp",[16,617,618,619,622,623,626],{},"The test could be easily modified to compare the number of sessions to a fixed number (by changing the threshold in the assert function in the Test logic) or to check the measurement for a different period (by editing the date range in the Query logic). To verify that there has not been a blackout in measurement yesterday, there is an already prepared test ",[34,620,621],{},"Measurement blackout"," in the test collection ",[34,624,625],{},"Waaila - General Information and Checks",".",[16,628,629,630,633],{},"It is possible to extend the test for dynamic comparison by including data from past months and evaluating the current number of sessions with the average number of sessions per 4 weeks in the past. Alternatively, the most sophisticated extension to this test offers our new feature, ",[34,631,632],{},"anomaly detection",". This feature allows you to follow the dynamics of your weekly or daily sessions and informs you when the values jump significantly as compared to their trends and cyclical patterns.",[16,635,636],{},"The graph below provides an illustration of the data. Within the last week of daily session data, there happened a relatively large downward jump in the daily number of sessions. However, if not compared to the weekly pattern, it could go easily unnoticed. While in this case, this jump could be explained by the Czech state holiday on October 28th, in another case it could be caused by some error in the measurement or in the website functionality and would require further investigation and remediation.",[16,638,639],{},[273,640],{"alt":185,"src":641},"\u002Fupload\u002Fwaailastartingkit-sessions.webp",[43,643,645],{"id":644},"test-2-hostname-overview-w0220","TEST 2 – Hostname overview (W0220)",[16,647,648,649],{},"The next test provides information on all hostnames and their basic measurement statistics (sessions, page views, and transactions) over the past 28 days. This is not a test in the true sense as it does not automatically evaluate any condition. What it does is that it ",[34,650,651],{},"provides information that you need to review and decide what steps to take.",[16,653,654,655,658],{},"If you have a single-domain website, you should typically find only one line in the table (as illustrated on the included table below). If there is anything surprising in the output, you can dig deeper into it with the help of another prepared test set ",[34,656,657],{},"Waaila - Hostnames (single-domain)"," dedicated for checking hostname-relate measurement for a single-domain website.",[16,660,661],{},[273,662],{"alt":185,"src":663},"\u002Fupload\u002Fwaailastartingkit-hostnameok.webp",[16,665,666,667,670],{},"For multi-domain websites, you can analyze your data using the ",[34,668,669],{},"Waaila - Hostnames (multi-domain)"," test set. You will need to set the list of expected hostnames there to receive the best results. The table below shows an example of a hostname overview for a website with two domains, where the two domains are measured correctly but there are other two hostnames incorrectly included.",[16,672,673],{},[273,674],{"alt":185,"src":675},"\u002Fupload\u002Fwaailastartingkit-hostnameerror.webp",[43,677,679],{"id":678},"test-3-limit-number-of-hits-w0270","TEST 3 – Limit number of hits (W0270)",[16,681,682,683,686],{},"The third test is tailored for ",[34,684,685],{},"checking the optimal use of Google Analytics"," regarding its limits for free use. The free version of Google Analytics has a limit on the number of hits it can collect. Ingesting more than 10 million hits a month per property has an impact on how your data are processed and stored. Also, the measurement will be slow, and larger sampling errors will appear than before. However, if you have a paid version of Google Analytics, you do not need to run this test.",[16,688,689],{},"The test consists of two checks and an informative value:",[48,691,692,700,708],{},[51,693,694,695,697],{},"if there are more than 20 million hits in the last 28 days (twice the limit for the free version), the test fails",[316,696],{},[273,698],{"alt":185,"src":699},"\u002Fupload\u002Fwaailastaringkit-limitnumberfail.webp",[51,701,702,703,705],{},"when the number of hits reaches the limit of 10 million (but stay below 20 million), the test issues a warning",[316,704],{},[273,706],{"alt":185,"src":707},"\u002Fupload\u002Fwaailastaringkit-limitnumberwarning.webp",[51,709,710,711,713],{},"if the test passes, it only reports the number of hits",[316,712],{},[273,714],{"alt":185,"src":715},"\u002Fupload\u002Fwaailastaringkit-limitnumberpass.webp",[16,717,718],{},"Based on the results you can decide whether you need to upgrade your Google Analytics version and in case no action needs to be done yet, decide how often you need to run this test to check the threshold.",[43,720,722],{"id":721},"test-4-click-data-in-ga-w0410","TEST 4 – Click data in GA (W0410)",[16,724,725,726,729],{},"The following test offers another simple verification that the data that you need is actually measured. In this case, it ",[34,727,728],{},"focuses on the advertisement clicks"," and determines whether the number of clicks on ads in the past 28 days is above zero. These clicks are evaluated to measure the intensiveness of the usage of the Ads (CPC). If no clicks are recorded in Google Analytics, it can indicate that Google Ads is not connected to Google Analytics, or that a technical issue is occurring within your website.",[16,731,732],{},"If no advertisement clicks are measured, the test issues a warning as can be seen in the picture below. As you have seen in the previous test, Waaila uses a warning (compared to a fail) when the problem found is less significant, because in the previous test the number of hits can still grow and be measured. Similarly, Waaila issues a warning, and not fail, in case no advertisement clicks are measured due to the fact that no information on advertisement clicks does not threaten to decrease profit immediately.",[16,734,735],{},[273,736],{"alt":185,"src":737},"\u002Fupload\u002Fwaailastaringkit-clickdataga.webp",[16,739,740,741,744,745,744,748,552,751,626],{},"Further prepared tests for the investigation of basic measurement can be found mainly in two sets of tests available in the marketplace: ",[34,742,743],{},"Waaila - General Information"," ",[34,746,747],{},"and",[34,749,750],{},"Checks",[34,752,753],{},"Waaila - Measurement Overview",[43,755,757],{"id":756},"test-5-correct-generation-of-cid-client-id-w0510","TEST 5 - Correct generation of CID (client ID) (W0510)",[16,759,760,761,764,765,768],{},"The last test in the Waaila – GA Starting Kit checks the ",[34,762,763],{},"generation of client IDs"," by evaluating the number of users versus the number of sessions. There ",[34,766,767],{},"must be significantly more sessions than users",". If it does not hold, it might show a technical problem and will therefore require deeper analysis.",[16,770,771],{},"If the ratio of sessions per user decreases below a certain threshold, the test fails. The default threshold used by the test is 1.05, therefore there can be as few as 5 % more sessions than users (e.g., if only 5 % of clients return for a second session and nobody for a third one) before the test fails. The results are presented by the device types so that you can check for which device there has been a problem (in the presented example, there is an issue with measurement for mobile users).",[16,773,774],{},[273,775],{"alt":185,"src":776},"\u002Fupload\u002Fwaailastartingkit-cid.webp",[11,778,436],{"id":435},[16,780,781,782,785,786,788],{},"To summarize, the application Waaila offers you a great way to ",[34,783,784],{},"evaluate your data measurement quality",". This article introduces Waaila through focusing on one of its prepared test sets, ",[34,787,484],{},", explaining the mechanics of tests and presenting the tests on illustrative examples. With the test explanations we included further recommendations for individual tests or other test sets, so from here, you can directly proceed with your data evaluation in Waaila.",[16,790,791,792,626],{},"If the prepared tests do not cover all your needs, you can write your own tests, with the help of our extensive ",[165,793,796],{"href":794,"rel":795},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fdocs\u002Fwaaila\u002Fstart\u002Fgetting-started\u002F",[169],"documentation",[16,798,799,800,805,806,626],{},"If you have any questions regarding Waaila, you can ",[165,801,804],{"href":802,"rel":803},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fabout",[169],"contact us"," via the Waaila website or write directly to the ",[165,807,809],{"href":808},"mailto:support@waaila.com","Waaila support team",[179,811,812],{"link":181,"button":182},"\n Our methodology has successfully revealed and corrected the data issue and supported the accuracy of the evaluation for multiple clients. Contact us for more information. We can ensure the accuracy of your A\u002FB testing too. \n",{"title":185,"searchDepth":186,"depth":186,"links":814},[815,818,825],{"id":504,"depth":186,"text":505,"children":816},[817],{"id":525,"depth":193,"text":526},{"id":592,"depth":186,"text":593,"children":819},[820,821,822,823,824],{"id":602,"depth":193,"text":603},{"id":644,"depth":193,"text":645},{"id":678,"depth":193,"text":679},{"id":721,"depth":193,"text":722},{"id":756,"depth":193,"text":757},{"id":435,"depth":186,"text":436},"\u002Fupload\u002Fwaailatitle.webp",{},"\u002Fen\u002Fblog\u002Fstarting-with-waaila","2021-02-08T09:21:17.000+00:00",9.88,"10 min read",[211,466,833],"content\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down.md",{"title":473,"description":478},"en\u002Fblog\u002Fstarting-with-waaila","You decided to finally start validating your data in Google Analytics and already connected them into the Waaila app. Yet how you should start? Here we explore a few tests from the Waaila – Google Analytics Starting Kit.","BMQ3TtGFkAi1y2lwxpYehaeRqHepw0W_SwMkxyYyPbs",1789131823115]