Google Analytics Posts

Gavin Hirst - Wednesday 17th April 2013

eBay provides Google Adwords report without context

Following on from my previous post about the importance of providing context with any data that is produced, it would appear that eBay have fallen into the trap of doing just that. In a recent article published in the Guardian, it looked at a recently published report by eBay stating that Google Keyword advertising is a waste of money and that no one should be doing it anymore. Unfortunately, what eBay left out of the report was the context that surrounds their own use of Google Adwords and how it may differ from other companies who choose to advertise with Google.



The report by eBay suggests that, “Results show that brand keyword ads have no short-term benefits, and that returns from all other keywords are a fraction of conventional estimates,”. They then applied this theory to their own…

Gavin Hirst - Wednesday 10th April 2013

Data and the importance of context

I read a really interesting article recently which looked at the importance of providing context with data in which the author, Bruce Ernst, highlighted the recent issues Google have had around the release of some data relating to the number of Americans who potentially had the flu.

Basically, to summarise Bruce’s post, Google created an algorithm based on the number of people searching for information about flu and created something called Google Flu Trends – this compiled a number of good indicators to estimate flu activity. The magazine Nature took exception to this, highlighting that only about half the number of people identified by Google’s Flu Trends actually had the flu. What Nature did was assume that because Google had released this data, they were saying ‘this is the number of people who have flu’ whereas what they were actually saying was ‘this is the number of people who…

Gavin Hirst - Thursday 28th February 2013

Analysing your SEO activity

As you would expect, we talk a lot about the importance of search engine optimisation (SEO) on our website and in this blog. Good SEO can take your business to the next level and provide you with a sustainable competitive advantage in ever increasingly crowded markets.

We have talked about the importance of keywords and how good keyword research and implementation should underpin any SEO activity. We have also looked at the importance of content marketing and the need to provide your customers with relevant content that they a) want to engage with and b) are likely to share.

Google Analytics

Digital Hothouse can help with all of these things, however where we excel is telling you how these changes really affect your business and we do this using Google Analytics. Whilst it may be possible to carry out changes like implementing relevant keywords and improving the content on your website, unless…