Thursday, April 26, 2018

Google Tag Manager (GTM) Training - From Zero to Hero - Online Course and In-Person Workshop

New to Google Tag Manager or struggling with some tag implementation? This course will cover every thing you need to know to start using Google Tag Manager with confidence.

This course, Google Tag Manager (GTM) Training Course - From Zero to Hero is the Highest Rated GTM course on Udemy.

Here are three options for you to take this course
  1. GTM Course on Udemy - Take it online at your own pace - Click here for a coupon
  2. Bundle of Online Courses - Signup for a bundle of my course on Global Analytics Academy - You get GTM course + many more and all new courses I add for one low yearly price.
  3. In-person workshop - I will walk you through step by step. Contact me at to find out in-person classes schedule.

Here is what some of the students are saying:

Ashish Batra - Initially I wasn't sure if I should subscribe to this course or not as I usually buy courses with 100+ reviews. I am glad I purchased it. Anil has done a fantastic job in this course. If you are a technical marketer, you must do it. Previously, I have done some other GTM courses and watched youtube videos. But this course is definitely among more practical courses and added value to my existing knowledge. p.s. Coincidently, I share last name with instructor, but we aren't related :) 
Kate Proyka -  The course is well structured, clear and covers all elements of the tool. There are several examples which can be easily implemented and make sense.
In this course you will learn
  1. Fundamentals of Tag Manger (Applies to any tag manager)
  2. Signing up for Google Tag Manager
  3. Details of Google Tag Manager Interface
  4. How to setup Google Tag Manager for Google Analytics and track page views
  5. How to setup external link tracking as Events in Google Analytics via Google Tag Manager
  6. How to setup Button click tracking in Google Analytics
  7. Track JavaScript errors using GTM
  8. Deploy GTM in Wodpress
  9. Use Data Layer in Google Tag Manager
  10. Watch this description for more examples coming soon.
New tracking examples added based on student demand - if something is not covered, let me know and I will show you how to do it in Google Tag Manager.
Note: You will need basic understanding of HTML and JavaScript to use some advanced tracking using GTM.

Why you should learn from me?

I have been in Digital Marketing and Analytics for over 15 years. I have trained people from diverse backgrounds and have converted them into high performing Digital Marketers and Analysts.  I understand both the technology and marketing side of business.  I have dealt with many analytics technologies way before Google Tag manager existed and know the inner working of Digital Analytics.
In addition, I have developed various course and taught students from all over the world. I am online instructor for University of British Columbia (Canada), University of Washington (USA), Bellevue College (USA) and Digital Analytics Association.
I have an engineering degrees and an MBA.

Here are three options for you to take this course
  1. GTM Course on Udemy - Take it online at your own pace - Click here for a coupon
  2. Bundle of Online Courses - Signup for a bundle of my course on Global Analytics Academy - You get GTM course + many more and all new courses I add for one low yearly price.
  3. In-person workshop - I will walk you through step by step. Contact me at to find out in-person classes schedule.
Don't want to learn Google Tag manager?  Let me and my team help you.  Contact me at

Tuesday, April 10, 2018

Digital Marketing Acronyms and Abbreviations Demystified

Marketing is full of acronyms and abbreviations, it gets confusing even for an experienced marketer to keep track of all these terms. So help you navigate through all these words, I have developed a mini-course that explains what various Digital Marketing Acronyms and Abbreviations mean (the short course cover acronyms and abbreviations starting with A, B and C). In this short course I am covering the following terms
  • A/B testing
  • AOV
  • AI
  • AIM
  • AIDA
  • AOR
  • AOV
  • ATD
  • B2B
  • B2C
  • BR
  • CAC
  • CLV
  • CMS
  • CPA
  • CPC
  • CPL
  • CPM
  • CTR
  • CR
  • CRO
  • CRM
  • CTA
  • CTR
  • CX
Signup for the course at Global Analytics Academy

If you like my style of teaching and want to learn about more terms then signup for the full course, which is available for a discounted price for a limited time.
Sign up for Digital Marketing Acronyms and Abbreviations Demystified

I have various other great course and in the process of adding more. I also develop custom training for organizations and educational institutions. If you are interested in buying a licence for your organization then contact me at

Monday, February 26, 2018

Why your re-targeting is not as effective as could be

According to a latest report by Merkle Inc. advertisers spend 33% of their advertising budget on Retargeting efforts.  That is a huge chunk of the budget!

According to another study, the average Click Through Rate for Display ads is 0.07%, while those for Retargeting is ten times that number i.e. 0.7%, . However, that is still dismal.  Why?  Because of the way most organizations retarget, and obviously, their approach is wrong. 

There are three major types of retargeting processes which companies perform;

  1. Retarget everybody who visited your site.  
  2. Retarget those who did not convert.
  3. Retarget only those who left items in shopping cart.

However, all these approaches still result in very low CTRs and conversions. Of course, they are better than general display ads but still dismal - unless you consider 0.7% as great CTR!

So, what is the problem?

Let’s take the three retargeting scenarios above one by one.

  1. Retarget all your visitors – You are just using spray and pray here.  There is no strategy, no intelligence used.  I have seen this in past, where agencies, on behalf of their clients, use this technique to show how good their targeting is. They do mass display advertising, which produces dismal results and then retarget those who came to the site. Of course you are now going to get better CTR because you are targeting those who have already shown interest.  But the result is still incredibly low.
  2. Retarget those who did not convert – Better than targeting everybody but not much.  You are still targeting those who had no intention to convert. No matter how many times you chase them they just are not interested; you are not selling what they want, and they may have just landed on your site accidentally.  To make matter worse, companies will continue to retarget them to death, and thus tarnishing their brand value. 
  3. Retarget only those who left items in the shopping cart – much better than the first two cases. Now, you are only targeting those who have taken at least some action to show that they were interested, even if they did not convert. However, there are still two problems with this approach;
    1. You don’t know the reason why someone did not convert – most companies will just show the products left in the cart in their retargeting ads.
    2. You are leaving out all those visitors who were willing to convert but did not start the checkout process.

What’s the Solution?

A few years ago, when I started with Retargeting, the approaches I mentioned above were “correct” as they were the only reasonably practical ones to implement.  But now, with new technology available, we don’t need to continue to waste ad impressions and dollars.  Machine Learning can tell us the factors that drive conversion, so we can Retarget in an intelligent manner, using relevant messages sent to visitors who are most likely to convert, and we can avoid chasing (and annoying!) those who have no intention of converting.


Join Global Analytics Academy for Online Courses in Digital, Marketing and Analytics

Thursday, November 30, 2017

A crash course in SQL for Marketers and Marketing Analysts

These days SQL is a must have skill for marketers and marketing analysts. Data is everywhere but access to that data is still a challenge. 

Marketers and Marketing Analysts generally depend on the tools or IT department to help them pull the data for marketing purposes. IT leaves you hanging because they have other priorities as a results Marketing Analysts have to know how to write SQL on their own so that they are not dependent on IT. No SQL means no data and no data means no insights.

This course is for those marketers who would like to know how to use SQL to conduct their marketing analysis.

If you are trying for a job as a Marketing Analysts then this course is a must for you. This will help your resume shine and put you ahead of other similar candidates. The more you can handle technology and data these days the better it differentiates you from the rest of the pack.

The course uses mySQL to show how SQL works but all the leanings and most of the scripts are also applicable to other databases such Microsoft SQL Server and Oracle.

You can get this course for only $10, limited quantity at Get SQL course for only $10 (let me know if the coupon is all sold out). Over 1000 students have already taken this course.

My other courses that are currently available online:
In addition to these courses, I offer customized training for organizations. Contact me for more details.

Monday, October 02, 2017

Career in Web and Digital Analytics – Online Course

I recently developed an online course which provides information on the Career in Digital and Web analytics. The course is a result of the emails that I get from recent graduates and people who are looking to change their career.  This course "Career in Web & Digital Analytics" is currently available on Udemy 

The course covers following area:

  • Introduction to the field
  • Salary Expectation – Industry surveys
  • Various Roles
  • Deep dive into the roles
  • Career progression
  • Education and Skills
  •  Resources for Learning

I will add more content based on the student feedback.  Here are some ideas of content that I will be adding soon (you will have access to the course forever, so any new content will be available to you as soon as I upload it).

  • Who hires – various types of companies
  • What a digital marketer needs to know
  • Step by step guide

Use Coupon Code: ABWA10 or visit this link to get this course for only $10, Get the course for only $10

Tuesday, August 01, 2017

What is the difference between Segmentation and Personalization?

What is the difference between segmentation and personalization? This is the question that came up during one of the webinar on personalization by Optimizely. This blog post is for those who have the same question.

Basic definition of Segmentation is  - division into separate parts or sections.  For the purpose of marketing, it is a processing of grouping customer and prospects into similar groups based on various criteria such as demographic, geo, behavioral and psychographics.  You can use one or more of such attributes to define your segment.  The purpose of segmentation is to understand about a group (segment), and develop marketing strategy to better target those segments. 

Personalization is providing marketing messages and/or experience that is tailored based on a customer’s needs or preferences.  Personalization can be very basic that can start from simply recognizing the person by name or it can be very complex that includes all sorts of data about a particular customer combined with device and contextual data (1st party data + 3rd party data). Personalization is the action that you take based on the learning you have about the person (a segment of 1 individual).

So segment is a way to understand your customer based while personalization is the action you can take based on that understanding.

Let’s look at very basic example to clarify these two terms:
You look at your site visitors and identify that there are two main behaviors of your visitors:
1.       Visitors who mainly click on sports related content, that’s where they spend most of their time
2.       People who mainly read finance related content, that’s where they spend most of their time.
Using this information, you have two segments – 1. Sports Visitors and 2. Finance Visitors 
This is called Segmentation

When someone who fall into “Sports” segment comes back to your site, you rearrange the content to highlight latest sports stories so that these visitors can easily discover the content they love.  On the other hand, a visitor who falls into “financial” segment will see finance stories highlighted.

This is called Personalization. 

Now this is not 1:1 personalization but it better than no personalization at all.

Hope this clarifies the difference between the two terms.  

Questions? Comments?

Friday, July 07, 2017

Are Spiders and Bots your customers?

Those who know what internet bots and spiders are, know that know that spiders and bots visit your site very day and multiple times a day.  For those who don’t know here is the definition of bots according to Wikipedia

An Internet bot, also known as web robot, WWW robot or simply bot, is a software application that runs automated tasks (scripts) over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone.

According to a recent survey, on an average about 51.8% of the website visitors are bots.

One assumption many digital analysts make is that the JavaScript based analytics solutions such as Google Analytics, Adobe etc. either stop bots from executing the script or filter them out before calculating the metrics.  Well, this assumption was true years ago, it was one of the selling points of JavaScript based solutions as compared to log file based solutions.  However, things have changed over past few years, many bots are now capable of running JavaScript and hence polluting your reports.  Likes of Google Analytics and Adobe Analytics will filter out the spiders and bots to an extent but considering the number of new bots that emerge every day, it is not an easy task, neither for them nor for you.  So what do you do?  Since you are not going to get 100% bot free report filter out as much as possible so the effect on your reporting and analysis is minimal.

I recently had a conversation with one of the attendees of my Digital Analytics Association (DAA) workshop at Chicago eMetrics. She told me that she gets a report every week from their digital analyst. When asked, Digital Analyst confirmed that the report does not filter out any activity from spiders and bot becuase he does not have time to remove them. She was wondering if she should worry about it and push to remove the bots from report or just accept it.

What do you think? Do you think the report she is getting is worth anything?

Unless they are selling to spiders and bots, she is not getting an accurate picture of website usage by real customers.

Make sure to ask your analytics team if they are removing bots from reporting. If not, then do not accept the reports till they have done cleanup and are paying attention to it on ongoing basis.

Comments? Questions?