Angelica Arabe

Angelica manages the external content strategy of Walter Analytics - including monthly client newsletters and Walter Insights. Angelica works with the team to ensure that our clients are kept up to date with the latest developments in digital marketing - and follows industry publications to ensure continuous learning for our consultants.

Digital Success: Automation & Segmentation Increases Profit [Free Download]

Our first issue of Digital Success was primarily distributed to our clients and our agency partners as a print magazine. The original purpose of the publication is to act as a medium to let our clients know the how marketing analytics continues to shape today’s marketing standards and impart actionable insights they can apply to their business through the process of storytelling.

The welcoming reception to our first issue of Digital Success inspired us to create and continuously improve more and more downloadable content aimed to educate and guide. We’ve now gone full circle, and we’re finally back to our roots with the second issue of Digital Success.

This issue of Digital Success delves deeper into automation, segmentation and personalisation and how these industry’s trends can be utilised to grow your business. Included in this e-magazine are articles from Walter Analytics’ in-house content creators and consultants imparting you our own stories about:

  • Leveraging automation, segmentation and personalisation
  • Interpreting data better
  • Utilising automation processes to increase your sales
  • Client success story
  • Our top tool choice review

Download Digital Success: Automation & Segmentation Increases Profit now!

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!


The Marketing Analytics Year-End Roundup 2016

It’s finally that time of the year!

No, I’m not talking about long holidays and presents. I’m talking about that time of the year to take a look back and appreciate. I’m talking about that time of the year when we take a look back and appreciate the days gone past and be thankful that they came to be instrumental in our progress.


In the case of Walter Analytics, we can definitely say that we’ve come a long way from where we started back in January of this year. We’ve undergone many changes and advanced our skills and knowledge; and while it’s true that there still a long way to go for the team, we’re very happy and hopeful that this change will continue in the following year.

In the spirit of taking a backtrack and looking back at our progress, we’ve chosen 10 of our most well-received content and hope that you find it not only entertaining but education as well.

Decoding SnapChat’s Popularity

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(5 min. read)

Influence by the Numbers: Understanding Influencer Marketing 

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(10 min. read)

Predictive Analytics: Why It Matters

In the recent years, big data has become a significant focus point for businesses. Gathering massive amounts of data is now routine for most of us. It’s not a question of whether or not it is important to collect information on your customers. The key points that should come to mind are the type of data to collect and analyse, and from there, the process to predict consumer behaviour based on patterns and trends derived from the data. Predictive analytics is on the rise, and now everyone can benefit from it. [READ MORE]

(5 min. read)

Virtual Reality: Reshaping Digital Analytics 

Although Virtual Reality is not exactly a platform for the masses, it is the most innovative approach to delivering content as of today. The platform, still in its early stages and loads of new creative ideas has already challenged the digital analytics. Virtual reality has the potential to redefine how we think about measuring the bread and butter of digital analytics: attention and action. This article helps you to understand the behind-the-scenes on this new trend. [READ MORE]

(10 min. read)

Custom Analytics Report: 10 Tips for Presenting the Right Data

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to show you the best way to present and report your data. This process is applicable to all kind of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data. [READ MORE]

(5 min. read)

How to Run an A/B Test with Google Analytics 

There are various A/B Testing tools available if you search around, most of which are paid software. But since not everyone is ready to shell out money just to test them out, we’ll highlight one of the known free tools around which is Google Analytics Content Experiments. [READ MORE]

(5 min. read)

Emerging Trends in Mobile Advertising 

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising. [READ MORE]

(5 min. read)

Digital Analytics Can Help You Raise Profits – Part 2 

Walter Analytics has worked with EmployEase for over two years enhancing Analytics and driving the digital growth of the business. This partnership has been a key driver of revenue growth for EmployEase and outlines our framework for working on Analytics with a client. [READ MORE]

(5 min. read)

Personalised Content

Personalised content and design is about providing the best web experience to different target audiences. At the most basic implementation, personalisation is setting up marketing campaigns for different groups of users, with ads for different audiences linking to different audiences linking to landing pages optimised for that audience. At the more complex integration, it is the use of browser cookie information or other technology implementations to dynamically display optimised content and design for a site as a site loads, to audiences depending on previous behaviour or demographic information. [READ MORE]

(5 min. read)

Data in Marketing – Are you making the right choice?

We have seen the widespread adoption of A/B testing in large companies, with medium sized companies starting to make the move to incremental data-driven changes through A/B testing as well. For web insights, new features in Google Analytics include Universal Analytics and Enhanced Ecommerce, and more recently Demographic and Interest Segmenting, has meant greatly increased insights into the behavioural difference between different website users. So many changes in a market can be hard to grapple, and many businesses just don’t adapt at all. To ensure you remain competitive you must make a measured move to keep your marketing budget accountable, and new analytics insights now allow you to do just that. [READ MORE]

(5 min. read)

Thank you for being part of our 2016 and we hope that you continue to enjoy our content in the following year.

On behalf of the Walter Analytics team, happy holidays and may you have a good new year!

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!


Walter Analytics Insights Resource Roundup 2016

The year 2016 is almost up with just 3 months more to go. Over the past couple of years, we’ve experimented around and tried different ways to deliver valuable content to our readers.


We’ve come up with a lot of strategies to ensure that our readers are delivered helpful and informative content. With that said, we’ve rounded up some of our popular topics this year. Let’s take a step back and revisit them:

How Growth Hacking Can Help Build a Sustainable Business

Check out our basic intro to growth hacking and how it can add value to your business.

How to Use Social Media Channels for B2B Strategy

Here’s how you can take advantage of the various social media platforms to take your B2B Strategy up a notch!

Why You Need Video In Your Content Marketing

Video content has been increasingly popular and made even more so by social networking platforms due to its ability to engage the audience. If you’re still not convinced or still second-guessing whether to add videos to your content arsenal, we’ve highlighted the reasons for you to think it through with this article.

How To Use Google Analytics To Know Your Customers: 3 Practical Tips

Get to know more about your customers and their behaviour in the purchasing funnel using Google Analytics. We’ve compiled 3 practical tips to guide you.

Marketing Analytics Q&A: How Growth Hacking Improves Customer Acquisition

In case you missed our Growth Hacking Q&A, we’ve compiled some of the best questions during the session!

How to Take Advantage of the New Mobile Advertising Updates

Following Google’s latest update on responsive display ads, separate device bidding, and the Expanded Text ads, we decide to enumerate ways on how you can take advantage of these changes.

Why Mobile Users Matter in Display Advertising

Discover why mobile is always a point to consider in every marketing campaign.

Emerging Trends in Mobile Advertising

If you’re keen on connecting to a continuously evolving and diverse market, mobile is the way to go. Check out the emerging trends in mobile advertising and take advantage of them in your next marketing campaign.

Marketing Analytics Q&A: Analytics Battle Plan for 2016

The year 2016 is nearing its end, but this article still packs quite a punch! Use this as your guide to start planning for the year ahead.

Top 5 Tips to Succeed in Email Marketing

If you’re looking to create an email marketing campaign plan, then be sure to check out this article for tips!

Are there any topics in particular that you would like to be featured on our blog? What would you like to be featured next? Feel free to comment it down or connect with us!

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

Addressing New Goals During a Website Update With Analytics

Earlier, we discussed the obvious signs that you need to redesign your website and how to determine the issues that need to be fixed while redesigning your website. The next step is to look into new goals for the updated site and how to address these goals.

Addressing New Goals During a Website Update With Analytics

In this article, we will discuss some common goals for a website redesign and how to address them.

Here are some of the general goals that may come to mind during a site update:

1. You want to improve your website traffic

By analysing your website traffic, you will have a fair understanding of your traffic sources enabling you to identify which channels to focus your marketing efforts. Optimising your website for search engines will also be effective if you properly analyse the data from your analytics reports.

2. You want to improve content on your site

With digital analytics, which pages have high exit rates and which of your keywords deliver the highest traffic. You can apply the data and analysis to align with your new website design. Analysing your traffic sources can help you create your copy to match the channels where you get the most visitors for a boost in engagement.

3. You want to improve user experience and conversion

With analytics, you can use the data to identify which User Experience element is costing you your website traffic and conversions. Slow loading pages and 404 errors are some of the UX issues you can identify with analytics.

Tracking your goals and funnels and event tracking using Google Analytics will help you determine which parts of your website worked best for your conversion goals which you can retain in your new website design.

Remember that the goals mentioned above are just a few of many possible goals and that A/B testing before implementation is always recommended to achieve your website goals.

Are you interested in discussing new possible goals for a website redesign? Feel free to connect with us.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

Solving Issues With A Website Redesign Using Analytics

Earlier, we discussed issues that may serve as signs that your website is in need of an update or redesign. The next step is to determine what possible issues cause those signs to manifest.


In this article, we’ll discuss how to identify potential issues to use as a reference for the redesigning process with the use of Google Analytics.

Before anything else, make sure that you have properly set up Google Analytics tracking on your website.

1. Check SEO rankings and organic search referrals

To determine if you need to improve your SEO further, you will need to know more about your visitors and organic traffic. Go to Traffic Sources > Search > Organic if you want to know what your visitors were looking for when your site came up on Google Search results.

For an overview of your traffic sources, go to Traffic Sources > Overview. For an in-depth view of your website traffic from other sites, go to Traffic Sources > Referrals.

2. Check customer journey on the website and look for hotspots where the traffic gets stuck

You can use Google Analytics’ Users Flow Report to determine the path your visitors take throughout your site and where they exit. Head to Reporting tab > Audience > Users Flow.

If you have conversion issues, using Google Analytics Event Tracking, you can track your visitors’ actions during the conversion process. Go to Content > Events > Top Events for the report. To view your Goal Reports and Funnels, head to Conversions > Goals > Funnel Visualization.

3. Check exit pages

Pages with the most percentage of exits are likely to have issues that you need to fix. These pages are dragging your website down with such issues.

4. Check your website speed

Remember that the ideal website loading speed is 3 seconds or less. A website loading speed of 5 seconds or more may prove detrimental if we take the users into consideration. You can view this report by going to Content > Site Speed. For individual pages, go to Content > Site Speed > Page Timings. You may also use the Google PageSpeed Insights Tool.

5. For e-commerce, check the funnels

If you have already set up e-commerce tracking in your Google Analytics account, go to Conversions > E-commerce > Transactions to determine which parts of the conversion funnel are in need of further optimisation.

6. Check error 404 reports

More often than not, 404 errors are caused by broken links or typographical mistakes in the referral link or typos created by the visitors themselves. You can track this by going to Content > Site Content > All Pages or Content > Events > Overview.

Are you interested in discussing how to solve issues during a website redesign? Feel free to connect with us.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!