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InfoTrust Blog

Retroactive Analysis? Learning about Heap from CEO, Matin Movassate

Posted by Michael Loban on Feb 9, 2016 1:10:04 PM


Matin Movassate is the CEO of Heap, a tool that allows for instant, retroactive analysis of user actions in web or iOS apps. Hear what Matin has to say about who can benefit from Heap, how it compares to other tools on the market and what’s next for his growing company.



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Learning From Susan Etlinger, Industry Analyst, TED Speaker and Consultant

Posted by Michael Loban on Feb 4, 2016 9:33:30 AM


Susan Etlinger is an industry analyst who conducts independent research on data intelligence, analytics and strategy. She helps global 2000 companies to integrate frameworks and processes to enable practical, more efficient usage of data. We had the pleasure of picking Susan’s brain on data ethics, avoiding biases in analysis, the imperfections and limitations of data, and more. 

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Topics: Online Advertising, Analytics Trends, TED,, Market Research

[Interview] Lea Pica: The Gap Between Data Crunching and Data Visualization

Posted by Michael Loban on Jan 28, 2016 9:36:02 PM

One of the most common challenges analysts face as they progress in their careers is presenting their data and insights to their clients and/or senior management. Unfortunately, we can't use the fact that we are analysts, not artists, as our crutch. Analysts have to be able to see beyond the numbers and showcase the story they tell. 

With over a decade of digital analytics experience in e-commerce, publishing, and finance under her belt, from both the client and agency side, Lea Pica is working hard to address the gap between data crunching and data visualization. It is in this gap where Lea believes the real opportunity exists to build a strong foundation in our relationship with our clients and our managers. As the Founder of, Lea's mission to “Present Beyond Measure” is focused on bringing education and training to the digital marketing and web analytics communities, and empower anyone responsible for presenting data to an audience.

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Topics: Web Analytics, Digital Marketing, Digital Analytics, Analytics Trends

[Interview] Sandy Marmitt: Competing For Analytics Talent

Posted by Michael Loban on Jan 27, 2016 4:34:12 PM

The war for analytics talent has become an increasingly hot topic in the analytics space over the past few years. While the exponential growth in the demand for marketing research and analytics talent will continue to present challenges for hiring managers, there are several ways for companies to become more competitive in attracting talent. 

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Topics: Hiring, Recruiting, Analytics Trends

[Interview] Jim Sterne: Einstein, Digital Artists, and The Devil's Data Dictionary

Posted by Michael Loban on Jan 18, 2016 4:36:32 PM

Recently, Jim Sterne, published his new book: “The Devil's Data Dictionary.” I decided to use this opportunity to interview Jim about, arguably the most unusual book about analytics, and certainly the most entertaining one. While on the call with Jim, we covered many other topics - analytics, big data, and what it takes to become a data artist. Jim is the founder of eMetrics, author of numerous books on analytics, and one of the leaders of the analytics industry.

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Topics: Web Analytics, Digital Analytics, Analytics Trends

[Interview] Claire Schoen: Selecting Enterprise Web Analytics Platforms in 2016

Posted by Michael Loban on Jan 15, 2016 1:00:12 PM

Determining whether or not your company needs an enterprise-level web analytics platform can be a huge undertaking. Add in an ever growing marketplace for web analytics tools and you’re faced with the cumbersome task of evaluating which tools really benefit your company’s objectives versus which tools are hyped nice-to-haves.

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Topics: Web Analytics, Digital Marketing, Digital Analytics, Analytics Trends

How to Get Buy-In for a Tag Management System

Posted by Andy Gibson on Dec 2, 2015 8:00:00 AM

Outside of Google Analytics, InfoTrust's other specialty is tag management systems (sometimes referred to as a "TMS" as well). We've worked with thousands of websites over the last few years to migrate to, improve upon or maintain a tag management system for our clients.

Because of this work, we've run into almost every excuse or reason to not use a tag management system. Since we're huge proponents of the benefits of using a TMS for marketers, analysts, and IT/dev teams, I put together a strategy for getting buy-in from your company's necessary departments, like IT/development and marketing (your boss?). 

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Topics: Tag Management

Happy 10th Birthday Google Analytics!

Posted by Michael Loban on Nov 11, 2015 8:58:57 AM

On November 12, 2015, Google Analytics will be turning ten years old. In the industry where much can happen in one month, ten years is quite an anniversary. While everyone is looking ahead trying to figure out machine learning, predictive modeling and customer centricity, let’s take a look back at Google Analytics’ milestones on its path to becoming the most popular web analytics platform in the world.

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Topics: Google Analytics

A Recap of Analytics That Excite 2015

Posted by Dollie Diller on Nov 9, 2015 1:38:09 PM

On October 21st InfoTrust hosted our second annual Analytics That Excite conference and we’re stilling buzzing from all the….well….excitement.

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5 Reasons to Bring a Friend or Colleague to Analytics That Excite

Posted by Dollie Diller on Oct 16, 2015 12:42:45 PM

You’ve purchased your Analytics That Excite ticket and read Andy’s 10 tips on how to get the most out of the conference. Now what?

Think back to the last conference you attended solo – it’s more likely than not that you left feeling completely overloaded with information. So how does one avoid the unpleasant symptoms of drinking from the digital-analytics-fire-hose? Well after endless hours spent researching remedial strategies for information overload, I’m happy to report my findings: bring a friend and/or colleague.

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