{"id":9231,"date":"2017-10-26T19:17:55","date_gmt":"2017-10-26T17:17:55","guid":{"rendered":"https:\/\/www.mickyweis.com\/kursus-kom-i-gang-med-big-data-og-webanalyse\/"},"modified":"2026-05-11T10:13:57","modified_gmt":"2026-05-11T08:13:57","slug":"big-data-web-analytics","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/","title":{"rendered":"Master the basics of big data and web analytics"},"content":{"rendered":"<p>One of the biggest pitfalls most people fall into is basing all marketing on emotion and not data.<\/p>\n<p>Today you&#8217;ll learn exactly how to set up analytics for a wide range of cases and how to identify with much more precision what your customers are worth and which channels they come from.<\/p>\n<p>With that knowledge, you\u2019ll gain one final insight: what you\u2019re willing to pay for a customer going forward and which channels you should prioritize.<\/p>\n<p>Are you as excited as I am to get started?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Google_Analytics\" >Google Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Where_are_your_customers_coming_from\" >Where are your customers coming from?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Where_do_users_land\" >Where do users land?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Who_is_the_customer\" >Who is the customer?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#What_if_I_dont_run_an_e-commerce_store\" >What if I don\u2019t run an e-commerce store?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Real_estate_agents_Google_Analytics\" >Real estate agents &amp; Google Analytics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Personal_trainer_example\" >Personal trainer example<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#What_is_a_customer_worth_advanced\" >What is a customer worth? (advanced)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Churn\" >Churn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#ROI_Return_on_investment\" >ROI (Return on investment)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Make_data-driven_decisions\" >Make data-driven decisions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#AB_split_test_everything\" >A\/B split test everything<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Does_the_channel_even_work_for_you\" >Does the channel even work for you?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#FAQ_Big_Data_Web_Analytics\" >FAQ: Big Data &amp; Web Analytics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#What_do_I_need_to_get_started_with_big_data_in_marketing\" >What do I need to get started with big data in marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Is_GA4_considered_big_data_or_just_web_analytics\" >Is GA4 considered big data or just web analytics?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Why_is_event_tracking_more_important_than_pageviews\" >Why is event tracking more important than pageviews?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#What_is_the_simplest_setup_for_web_analytics\" >What is the simplest setup for web analytics?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#How_do_I_know_if_my_tracking_is_set_up_incorrectly\" >How do I know if my tracking is set up incorrectly?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Why_dont_my_marketing_numbers_match_across_platforms\" >Why don\u2019t my marketing numbers match across platforms?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#Why_is_%E2%80%98direct_traffic_so_high_in_my_analytics\" >Why is \u2018direct traffic\u2019 so high in my analytics?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#When_does_it_make_sense_to_use_a_data_warehouse\" >When does it make sense to use a data warehouse?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#How_do_you_use_big_data_to_make_better_marketing_decisions\" >How do you use big data to make better marketing decisions?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.mickyweis.com\/en\/big-data-web-analytics\/#What_is_the_biggest_mistake_people_make_with_big_data\" >What is the biggest mistake people make with big data?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Google_Analytics\"><\/span>Google Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Analytics is a free tool from Google that helps website owners track user data. You install a small snippet of code on your site, and then Google starts collecting information about your users.<\/p>\n<p>You can access the data through a user-friendly dashboard in Google Analytics.<\/p>\n<p>There are plenty of guides online on how to install Google Analytics. If you use WordPress, like I do on this website, there are many plugins available that make the process easier\u2014no need to mess with the code yourself.<\/p>\n<p>Don&#8217;t have a website yet? Or maybe you don\u2019t have enough traffic to perform real analysis?<\/p>\n<p>Google has recently released a demo account of its Analytics dashboard, where real data is available so you can learn how to navigate.<\/p>\n<p><a href=\"https:\/\/support.google.com\/analytics\/answer\/6367342?hl=da\">Go to the Google Analytics demo account<\/a><\/p>\n<p>Let\u2019s get started!<\/p>\n<p>In this example, I\u2019m using Google\u2019s demo account.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Where_are_your_customers_coming_from\"><\/span>Where are your customers coming from?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: center;\">Once you have installed Google Analytics, you should see the following on your screen<br \/>\nThe same applies to the demo account<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-3416\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.17.14-1030x421-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-17-14\" width=\"980\" height=\"401\" \/><\/p>\n<p>As you can see, we have one month of traffic to our demo site. This means we can view actual data. On the left-hand side, you\u2019ll see how Google categorizes this data.<\/p>\n<p>The most important thing to learn is where your visitors come from.<\/p>\n<p>Try clicking <strong>&#8220;Acquisition &gt; All traffic &gt; Source \/ Medium&#8221;<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-3417\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.21.00-1030x413-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-21-00\" width=\"980\" height=\"393\" \/><\/p>\n<p style=\"text-align: center;\"><strong>You\u2019ll now see additional data in the table.<\/strong><\/p>\n<p>Look to the far right\u2014you\u2019ll see number of transactions, conversion rate, and revenue. On the far left, you&#8217;ll see \u201cSource \/ Medium\u201d such as <strong>\u201cGoogle \/ organic\u201d.<\/strong><\/p>\n<p>Let\u2019s look closer at these terms:<\/p>\n<div class=\"greybox\"><strong>Google Search <\/strong>= Organic traffic from Google that\u2019s not from paid ads. This might be from someone searching for a product. This source generated $31,827 in revenue, visible in the far-right column.<\/div>\n<p><strong>What does this tell us?<\/strong><\/p>\n<p>This shows that Google Organic is currently our best-performing traffic source in terms of volume &#8211; and it brings in 301 transactions. That\u2019s just one of our sources.<\/p>\n<p>More interesting, however, is the conversion rate\u2014the percentage of traffic that actually turns into customers. As shown in thet hird-to-last columnn, our Google Organic conversion rate is 0.97%.<\/p>\n<p>Conversion rates are influenced by several factors:<\/p>\n<ul>\n<li>Page speed<\/li>\n<li>Pricing<\/li>\n<li><a href=\"https:\/\/www.mickyweis.com\/en\/mobile-friendliness\/\">Mobile optimization<\/a><\/li>\n<li>Relevance to the user<\/li>\n<\/ul>\n<p>That\u2019s why we use <a href=\"https:\/\/www.mickyweis.com\/en\/a-b-testing\/\">A\/B split testing<\/a>\u2014comparing 2\u20133 variations and choosing the one that performs best.<\/p>\n<p>As shown, YouTube converts poorly\u2014as do most social media platforms &#8211; because users typically browse these platforms to consume content or get inspired.<\/p>\n<p>So, sales rarely happen directly on YouTube. Instead, users often go to Google and search for a product they saw in a video.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Where_do_users_land\"><\/span><strong>Where do users land?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When discussing acquisition of potential customers, it\u2019s also important to examine where users land\u2014especially from Google. This can be done in several ways.<\/p>\n<p>Here\u2019s a quick guide:<\/p>\n<p><strong>1. Go back to the previous view\/account and click &#8220;Google \/ Organic&#8221;<\/strong><\/p>\n<p><strong>\u00a0<\/strong><br \/>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-3421\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.32.18-1030x529-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-32-18\" width=\"980\" height=\"503\" \/><\/p>\n<p><strong>2. This filters for only organic traffic<\/strong><\/p>\n<p>Then, in the box labeled \u201cSecondary dimension,\u201d select \u201clanding page,\u201d and you will see all the landing pages that people land on via your organic search results from Google.<br \/>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-3422\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.38.19-1030x496-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-38-19\" width=\"980\" height=\"472\" \/><\/p>\n<p>In the second column, you&#8217;ll now see all the landing pages as well as:<\/p>\n<ul>\n<li>Which pages have the best <a href=\"https:\/\/www.mickyweis.com\/en\/conversion-rate-optimization\/\">conversion rate<\/a><\/li>\n<li>Which pages drive the most revenue<\/li>\n<li>Where your traffic ends up<\/li>\n<\/ul>\n<p>With this knowledge, you can optimize many aspects of your site. You probably know better than I do whether a specific page needs improvements.<\/p>\n<p>#<strong>Tip<\/strong>: You can explore your traffic sources freely. If you use external media like Google Ads, Facebook Ads, or collaborate with bloggers, you\u2019ll also find this data under sources. You may uncover hidden opportunities here.<\/p>\n<p>Now that we know how people arrive at your site, how do we understand your audience?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Who_is_the_customer\"><\/span><strong>Who is the customer?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When we talk about the \u201ccustomer,\u201d we also include potential ones. Google Analytics provides valuable insight into your audience.<\/p>\n<p>Let\u2019s go back to the first screenshot. This time, instead of \u201c<strong>Acquisition<\/strong>,\u201d choose <strong>&#8220;Audience&#8221;<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-3423\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.17.14-1-1030x421-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-17-14\" width=\"980\" height=\"401\" \/><\/p>\n<p>Click <strong>&#8220;Audience &gt; Demographics &gt; Overview&#8221;<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-3424\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2021\/04\/Skaermbillede-2016-10-16-kl.-16.46.32-1030x447-1.png\" alt=\"skaermbillede-2016-10-16-kl-16-46-32\" width=\"980\" height=\"425\" \/><\/p>\n<p>Now you have access to valuable data again. You can now see a wide range of demographics:<\/p>\n<ul>\n<li>Age<\/li>\n<li>Gender<\/li>\n<li>City (if you choose &#8220;Geo&#8221; in the menu)<\/li>\n<\/ul>\n<p><strong>Exercises in Google Analytics<\/strong><\/p>\n<p>Here are some exercises you can use to improve your business through data:<\/p>\n<ul>\n<li>What products do customers like?<\/li>\n<li>Which city converts best? Do you only deliver to certain cities?<\/li>\n<li>Does your product appeal to both genders? Could you expand?<\/li>\n<li>Check &#8220;Technology&#8221; on the left\u2014is your site mobile-optimized?<\/li>\n<\/ul>\n<p>Set small weekly tasks for yourself or feel free to leave a comment below. I\u2019ll gladly give you more exercises to help you improve.<\/p>\n<p><strong>But wait&#8230;<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_if_I_dont_run_an_e-commerce_store\"><\/span><strong>What if I don\u2019t run an e-commerce store?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many people think Google Analytics is only for e-commerce. That\u2019s wrong. I think all websites, especially startups, should use Google Analytics. It&#8217;s free and easy to implement.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Real_estate_agents_Google_Analytics\"><\/span><strong>Real estate agents &amp; Google Analytics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you&#8217;re a real estate agent, you&#8217;re probably running ads. I constantly see them in my feeds while daydreaming about a beautiful penthouse. But imagine how many goals they could be setting up?<\/p>\n<p>A goal could be a specific page, like a thank you page users see after submitting a form.<\/p>\n<p>Using goal setup in Google Analytics, you define what counts as a goal. Once defined, you have a real conversion that you can analyze:<\/p>\n<ul>\n<li>Where did it come from?<\/li>\n<li>Who completed it?<\/li>\n<li>What channel performed best?<\/li>\n<\/ul>\n<p><strong>C<\/strong><strong>reate your own goals<\/strong><\/p>\n<div class=\"greenbox\">\n<p>In the admin panel of Google Analytics, you can create custom goals. For example: a goal can be triggered when a user lands on a confirmation\/success page.<\/p>\n<p>If someone orders sales material for an apartment, that\u2019s a goal or transaction.<\/p>\n<p>Nybolig\u2014or any other company\u2014can now see where these users came from:<\/p>\n<ul>\n<li>Google?<\/li>\n<li>Facebook?<\/li>\n<li>A partner site?<\/li>\n<\/ul>\n<p>Plus, they\u2019ll be able to see the demographics. Remember the earlier section?<\/p>\n<p>This allows Nybolig to identify which property types to market in Aarhus S versus Aarhus N &#8211; not based on feeling, but on real data.<\/p>\n<\/div>\n<p style=\"text-align: center;\"><strong>That\u2019s where things get powerful!<\/strong><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Personal_trainer_example\"><\/span>Personal trainer example<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Let\u2019s say you\u2019re a<a href=\"https:\/\/www.mickyweis.com\/en\/marketing-personal-trainer\/\"> personal trainer<\/a>. You run Facebook ads to get more people to buy sessions at your gym. Using goal tracking, you discover that most conversions come from women aged 30\u201345 living near you.<\/p>\n<p>You can now go back and optimize your ads\u2014avoiding waste on less relevant age groups.<\/p>\n<p><strong>Again<\/strong>: every business can define a goal to track.<\/p>\n<p>Recently, at a digital conference, some said Google Analytics delivers \u201cdead\u201d data you can\u2019t act on. In my opinion, that\u2019s because the person behind the screen doesn\u2019t know how to read the data correctly.<\/p>\n<p>No matter what kind of online shop or service you run (even apps), Google Analytics offers countless opportunities for optimization and audience understanding.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_customer_worth_advanced\"><\/span><strong>What is a customer worth? (advanced)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This section might be a bit heavy, but it\u2019s one of the most important topics in e-commerce right now.<\/p>\n<p>I\u2019m still learning in this area myself, thanks to close collaboration with Jesper Hvejsel and Rasmus Dencker from Firtal, where I serve as CMO. They have far deeper expertise in data infrastructure than I do but it&#8217;s great there\u2019s always more to learn!<\/p>\n<div class=\"mw-box\">\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-education\/\">Start learning online marketing<\/a><\/strong><\/p>\n<p><strong>Customer acquisition cost (CAC)<\/strong><\/p>\n<p>CAC = What does it cost to acquire a new customer? This can vary by channel. You can use CAC to determine if a channel is viable, especially when compared to CLV. It\u2019s also a great benchmark when entering a <strong>new market<\/strong>.<\/p>\n<p><strong>Customer lifetime value (CLV)<\/strong><\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/clv\/\">CLV<\/a> = What is a customer worth over time? Since we don\u2019t know how long a customer will stick around, we usually use a 12-month period as a basis. The longer you\u2019ve had your business, the better your <strong>cohort analysis<\/strong> can become.<\/p>\n<p><strong>Let\u2019s do a simple CAC\/CLV analysis<\/strong><\/p>\n<ul>\n<li>You acquire 100 customers via Facebook at 100 DKK per customer (CAC)<\/li>\n<li>These 100 customers generate 100,000 DKK in revenue<\/li>\n<li>That means each customer is worth 1,000 DKK (CLV)<\/li>\n<li>Net result: 90,000 DKK in revenue attributed to Facebook<\/li>\n<\/ul>\n<p><strong>But what if Google Ads gave you a<\/strong> <strong>much lower CLV<\/strong>?<\/p>\n<ul>\n<li>Is it due to poor landing pages from Adwords?<\/li>\n<li>Do you offer better deals on Facebook?<\/li>\n<\/ul>\n<p>If CLV drops to 50 DKK while CAC remains 100 DKK&#8230; your profit is gone.<\/p>\n<p><strong>It\u2019s a rough example, but this kind of analysis helps you:<\/strong><\/p>\n<ul>\n<li>Decide which channels are worth investing in<\/li>\n<li>Avoid burning money in new markets<\/li>\n<li>Stay on top of your marketing budget<\/li>\n<\/ul>\n<p>If these terms feel too complex, check out my <a href=\"https:\/\/www.mickyweis.com\/en\/digital-dictionary\/\"><strong>digital glossary<\/strong>.<\/a><\/p>\n<p>I know, it\u2019s a bit technical. But I hope you see how insanely powerful data can be when used correctly.<\/p>\n<p><strong>#Tip:<\/strong> Once you\u2019re comfortable with CLV analysis, segment your customer base. Segment groups via Sequel Pro, like VIP customers. The more segmented your data, the easier it is to learn:<\/p>\n<ul>\n<li>Where do your best customers come from?<\/li>\n<li>What is their demographic?<\/li>\n<li>What products do they prefer?<\/li>\n<\/ul>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Churn\"><\/span>Churn<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I think companies shouldn\u2019t just focus on how many customers they gain &#8211; but also how many they lose.<\/p>\n<p><strong>Churn<\/strong> = Customer loss. What percentage of your customers do you lose each month?<\/p>\n<p>It\u2019s easier to retain current customers than constantly acquire new ones. If your churn is high, ask yourself: are you following up well enough?<\/p>\n<p>For more on churn models, check this brilliant article on <strong><a href=\"https:\/\/blog.kissmetrics.com\/modeling-churn\/\">Kissmetrics<\/a><\/strong>.<\/p>\n<p><strong>T<\/strong><strong>ips to retain more customers<\/strong><\/p>\n<ul>\n<li>Follow-up emails with similar products<\/li>\n<li>Re-marketing campaigns via display<\/li>\n<li>Facebook re-marketing<\/li>\n<li>On-site personalization (check out ASOS and Zalando)<\/li>\n<\/ul>\n<p><strong>M<\/strong><strong>y ASOS example<\/strong><\/p>\n<p>I\u2019ve always been a big fan of ASOS\u2014they get so many things right as a customer-focused brand.<\/p>\n<p>Just checked my account: I make 5\u201310 orders per year, average order value = 500 DKK. I\u2019ve been a customer for 4 years.<\/p>\n<p>That\u2019s ~30 orders = 15,000 DKK CLV<\/p>\n<p>With margins around 10\u201330%, that\u2019s a significant profit.<\/p>\n<p>In fashion, retention is crucial. CAC is very high.<\/p>\n<p>Tons of competitors with deep pockets drive ad prices way up. If they sell the same brand\u2014I\u2019ll just choose the cheapest, right?<\/p>\n<p>So how much do you think ASOS is willing to pay to keep me?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"ROI_Return_on_investment\"><\/span>ROI (Return on investment)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<div class=\"greybox\">\n<p>One final metric worth understanding is ROI: Return on your investment.<\/p>\n<p>If you spend 5,000 DKK on Adwords and generate 10,000 DKK in revenue, your ROI is 50%. Of course, you still need to subtract costs like products, salaries, etc., to get the real picture.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Make_data-driven_decisions\"><\/span><strong>Make data-driven decisions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"AB_split_test_everything\"><\/span>A\/B split test <strong>everything<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>At Firtal, we spend a lot of time running A\/B tests. Plenty of tools exist to help.<\/p>\n<p>Currently, we\u2019re testing if the &#8220;Trygg e-handel&#8221; logo on Made4men.se helps or hurts conversion.<\/p>\n<p>We split traffic 50\/50:<\/p>\n<ul>\n<li>Half see the logo<\/li>\n<li>Half don\u2019t<\/li>\n<\/ul>\n<p>We use <a href=\"https:\/\/vwo.com\/\">Visual Website Optimizer<\/a>, and once enough data is collected, we decide\u2014based on the numbers\u2014if we should keep it.<\/p>\n<p>Smart, right? Think of how many things you should be testing right now.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Does_the_channel_even_work_for_you\"><\/span>Does the channel even work for you?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the worst parts of being in the online space is how misunderstood it still is (hopefully I\u2019ll get to teach this someday!).<\/p>\n<p>I\u2019ve seen businesses throw money at <a href=\"https:\/\/www.mickyweis.com\/en\/facebook-ads\/\">Facebook Ads<\/a> without knowing what they actually get in return\u2014sales, branding, or assist value?<\/p>\n<p><strong>#Tip:<\/strong> When testing a new marketing channel, start with a very small budget. Use <a href=\"https:\/\/www.mickyweis.com\/en\/google-ads-agency\/\">Google Ads<\/a> or Facebook. After 2\u20133 days, you\u2019ll already have some data to optimize campaigns or adjust pricing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s important to understand how valuable it is to improve your data usage in marketing. I\u2019m not saying you need big dashboards like mine\u2014but small steps can take you far.<\/p>\n<p><strong>Start by giving yourself small tasks:<\/strong><\/p>\n<ul>\n<li>Explore Google\u2019s demo account<\/li>\n<li>Install Google Analytics on your site<\/li>\n<li>Try out the exercises from this guide<\/li>\n<li>Run your first CLV \/ CAC analysis<\/li>\n<li>Conduct your first VWO test<\/li>\n<\/ul>\n<p>I can\u2019t wait to hear how it goes!<\/p>\n<p>Already tried some of this? Share your experiences in the comments\u2014or let me know if I missed anything. Data is an amazing thing!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"FAQ_Big_Data_Web_Analytics\"><\/span><strong>FAQ: Big Data &amp; Web Analytics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4><span class=\"ez-toc-section\" id=\"What_do_I_need_to_get_started_with_big_data_in_marketing\"><\/span><strong>What do I need to get started with big data in marketing?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>You don\u2019t need an advanced setup to get started with big data.<\/p>\n<p>The most important things are proper tracking, defined conversions, and a basic analytics tool like GA4.<\/p>\n<p>Big data only becomes relevant when you start combining multiple systems like CRM, ad platforms, and website data.<\/p>\n<p>Start simple and focus on structure first &#8211; otherwise your data quickly turns into noise instead of insights.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Is_GA4_considered_big_data_or_just_web_analytics\"><\/span><strong>Is GA4 considered big data or just web analytics?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>GA4 is fundamentally a web analytics tool, not a big data system.<\/p>\n<p>It collects behavioral data from your website but only works with a single data source.<\/p>\n<p>You only move into big data once you export and combine it with other systems like CRM, ads, or product data.<\/p>\n<p>So GA4 is a strong foundation, but not a full data infrastructure.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Why_is_event_tracking_more_important_than_pageviews\"><\/span><strong>Why is event tracking more important than pageviews?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Pageviews only tell you that someone visited a page. They don\u2019t explain intent or behavior.<\/p>\n<p>Event tracking shows what users actually do, for example clicks, purchases, scrolls, and sign-ups.<\/p>\n<p>This gives a much clearer picture of traffic quality and user engagement. Without event tracking, you\u2019re essentially analyzing behavior in the dark.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_is_the_simplest_setup_for_web_analytics\"><\/span><strong>What is the simplest setup for web analytics?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A simple setup usually consists of three core elements.<\/p>\n<p>First, proper event and conversion tracking on your website. Second, an analytics tool like GA4 to collect and visualize the data. Third, a consistent UTM structure so you can clearly identify traffic sources.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_do_I_know_if_my_tracking_is_set_up_incorrectly\"><\/span><strong>How do I know if my tracking is set up incorrectly?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>You usually detect tracking issues when your data doesn\u2019t make sense across systems.<\/p>\n<p>Common signs include missing conversions, duplicate events, or unexplained traffic spikes.<\/p>\n<p>Another red flag is when campaigns can\u2019t be reliably tracked using UTM parameters.<\/p>\n<p>Good tracking should be stable, consistent, and easy to explain.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Why_dont_my_marketing_numbers_match_across_platforms\"><\/span><strong>Why don\u2019t my marketing numbers match across platforms?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>It\u2019s completely normal for numbers to differ between platforms.<\/p>\n<p>Google, Meta, and analytics tools use different attribution models, time windows, and conversion rules.<\/p>\n<p>This means the same sale can be credited multiple times across systems.<\/p>\n<p>It\u2019s usually not a tracking issue, but a measurement and attribution difference.<\/p>\n<p>Instead of focusing on exact numbers, you should look at trends and overall patterns, for example which channels drive growth over time, how performance changes when budgets increase or decrease, and how channels interact across the customer journey.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Why_is_%E2%80%98direct_traffic_so_high_in_my_analytics\"><\/span><strong>Why is \u2018direct traffic\u2019 so high in my analytics?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>High \u201cdirect traffic\u201d rarely means people are actually typing your URL manually.<\/p>\n<p>It is usually caused by lost tracking due to cookies, apps, redirects, or missing UTM parameters.<\/p>\n<p>When a system can\u2019t identify the source, traffic gets labeled as \u201cdirect\u201d.<\/p>\n<p>In most cases, it represents unknown or untracked sources rather than true direct visits.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"When_does_it_make_sense_to_use_a_data_warehouse\"><\/span><strong>When does it make sense to use a data warehouse?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A data warehouse only makes sense when you need to combine multiple data sources.<\/p>\n<p>For example, GA4 data, CRM data, and ad platform data in one unified system.<\/p>\n<p>If you\u2019re only working with one or two tools, it\u2019s usually unnecessary complexity.<\/p>\n<p>It becomes relevant when you need a single source of truth for decision-making.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"How_do_you_use_big_data_to_make_better_marketing_decisions\"><\/span><strong>How do you use big data to make better marketing decisions?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Big data only creates value when it connects data across channels and systems.<\/p>\n<p>This allows you to see the full customer journey instead of isolated touchpoints.<\/p>\n<p>It helps you understand which actions actually drive revenue and long-term growth.<\/p>\n<p>The goal is not more dashboards, but better decisions based on context.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"What_is_the_biggest_mistake_people_make_with_big_data\"><\/span><strong>What is the biggest mistake people make with big data?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The biggest mistake is assuming that more data automatically leads to better insights. Many end up with dashboards without direction and data without action.<\/p>\n<p>Without clear business questions, big data creates complexity instead of clarity.<\/p>\n<p>The key is to start with the decision you want to make &#8211; not the dataset itself.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the biggest pitfalls most people fall into is basing all marketing on emotion and not data. Today you&#8217;ll learn exactly how to set [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5280,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82,78,79],"series":[],"class_list":["post-9231","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-big-data-en","category-growth-hacking","category-online-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Big data for beginners: Learn web analytics today<\/title>\n<meta name=\"description\" content=\"Big data made simple: master Google Analytics step by step and learn how to use data to boost your online marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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