MultiMinds: Your Digital Analytics Partner Manage - Measure - Monetize Fri, 20 Apr 2018 14:32:29 +0000 en-GB hourly 1 MultiMinds: Your Digital Analytics Partner 32 32 113448895 Data Collection as the first step towards Data Activation Fri, 02 Mar 2018 14:19:56 +0000 The post Data Collection as the first step towards Data Activation appeared first on MultiMinds: Your Digital Analytics Partner.


In comparison to many European countries, Belgium always has been a digital marketing laggard. Last year I noticed that leveraging data-driven marketing is gaining more and more interest from big Belgian companies. In most cases, those companies already had a huge amount of data stored in a data centre or in the cloud, but they didn’t have a clue on how they could act on all of that data.

Many of the projects I was involved in, started with an inventory of all of the existing data sources and technologies, and a maturity assessment of the organisation. An exercise that more often than not, was quite confronting to the stakeholders. Sometimes people were unable to define all data sources, even while they were there for years.

Once everybody has a clear view on the ‘as is’ situation we gather business objectives and attribute Key Performance Indicators (KPI’s). After this you pet yourself on the back, you’re halfway there. Clearly defined objectives and KPI’s make it easier to move forward in the right direction. It also makes it very clear on what you want to measure, and knowing if you reached your objectives. These metrics and requirements are listed in a measurement plan. One of the most important sections of that documents is the data layer.

A data layer is an object which is made available in the code of your platform, mostly a site or app, and holds variables that contain information on a user, session, event or product. It ensures a robust and independent source of data to feed your digital marketing technology. If data is the new oil, a data layer is the oil rig that makes it possible for you to pump it up and fuel your digital marketing engine.

Once you got the developer to integrate a data layer on the correct place on the page (as high as possible if you’re planning to leverage it for A/B testing and personalisation) you only have to ask them one more thing: the integration of the tag management script(s) (could be multiple scripts if you’re integrating an A/B testing solution through a synchronous – this means that script runs sequentially based on the position on the page – version).

After the QA with the developers, you don’t need them anymore (for the time being) and they can dedicate their focus again on “real” dev stuff. Also, bringing them snacks and being kind goes a long way.
You’re now ready to send data from your tag management system to your different marketing technologies/tags (digital analytics, affiliates, search engine advertising, …).

Now you know 😉

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A stranger at Conversion Camp Thu, 12 Oct 2017 07:39:39 +0000 The post A stranger at Conversion Camp appeared first on MultiMinds: Your Digital Analytics Partner.


A few weeks ago, I had the opportunity to attend a Conversion Camp event in the Netherlands (Utrecht). No, I wasn’t converted to anything when the day was done, but I did enjoy the various sessions that were given by the attendees. The catch here is that I am a technical person, and the event was more focused on marketeers. I was a developer peeping into the fairly mysterious world of marketing.

Conversion Camp is an un-conference about all things related to conversion optimization (CRO). “Un-conference” means that the attendees need to host sessions, other attendees can join the sessions, and then everyone discusses the specified topic. A slogan you might hear at un-conferences is “Speakers should be attendees, and attendees should be speakers”, meaning that there shouldn’t be 1 speaker, and a bunch of listeners. Instead, every session should be an interactive experience between all attendees.

Let’s have a look at the sessions I have attended:

Session 1: Marketplace Website KPIs
The first session was hosted by someone working for a company that matches parents with caretakers. Parents and caretakers alike are able to sign in on the website, and look for either kids to look after, or to look for someone to look after their kids. The host was looking for insights and inspiration as to what the main KPIs of the website could be. About 12 attendees were present at this session, and they happily participated into thinking about these KPIs. In the end, no answer was set in stone, but I’m sure the host had some new ideas to work with.
Session 2: Display vs Search Advertizing
This session was hosted by a person who was looking for more effective ways to advertize, and most attendees as well. The fact that an advertizement that works for someone else will not necessarily work for you, and that you should look at what your competitors are doing, was the main discussion during this session.
Session 3: Site updates gone wrong
During this session, everybody shared their stories of things that can have gone wrong, or can go wrong, when a website is being updated, or optimized. Please enjoy this little list of things that came up during this session:

  • Splitting design and functionality changes
  • Forgetting analytics tracking code
  • SEO (redirecting issues, indexing issues, …)
  • Landing Page Tests
  • Exceptions tracking (client side errors)
  • Loading time
  • Too many changes at once
  • Unaware stakeholders
Session 4: Emailing Best Practices
This session was hosted by someone who hasn’t been in the field for a long time, and needed some help with his emailing. During the session, many best practices and things to look out for were mentioned. This session might have opened his eyes to many different aspects of email marketing!
Session 5: Cloud Storage Advertizing
Here, a person was struggling to advertize to the right groups of people. He was looking for a very specific group of people: photographers who were not yet introduced to the wonderful world of cloud storage, or looking for a better system for storing their photos. Very few people attended this session, but having a small amount of people in a session, makes the session extremely interactive!
Session 6: Quitting your job as a CRO specialist
Someone who had recently quit their job as a CRO specialist, was talking about why he had done that. He was working for a company that still had some old-timers working in the marketing department. He attempted various times to convince them of the modern ways of marketing, but was rarely able to receive the budget necessary to do what he wanted to do. In the end, he left the company in search for a job where he can really make a difference.
Session 7: Marketing on a budget
There were very few people in this session (4, including me). The attendees were discussing ideas and tips about how to gather users for a small business or project without spending lots of money on marketing.
Session 8: CRO Horror Stories
To round up the sessions, the last one I attended was one where everyone told their biggest blunders during their career as a marketeer, and after your story, you drink a shot of liquor of your choice. The majority of stories told were about mistakes during A/B tests.

After all the sessions were finished, everybody gathered around for a drink and a snack. After that, we went to a restaurant for some more drinks and dinner. Everyone seemed to have enjoyed the event, including myself.

Should you go to Conversion Camp?
Yes, you definitely should. If you have any interest in the field, I’m sure you’ll find yourself enjoying the various sessions. And if you feel up to it, you should definitely host one, or multiple, sessions yourself!

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Peter Vertongen joins MultiMinds as Data Strategist for Digital Transformation & Omnichannel Marketing Mon, 09 Oct 2017 12:08:12 +0000 Peter Vertongen joined MultiMinds at the beginning of October 2017 as a Digital Transformation & Data Consultant to support the Omnichannel Analytics and Data Management Platform activities. MultiMinds is specialized in analytics and supports clients in the discovery, determination and activation of customer and market...

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Peter Vertongen joined MultiMinds at the beginning of October 2017 as a Digital Transformation & Data Consultant to support the Omnichannel Analytics and Data Management Platform activities.

MultiMinds is specialized in analytics and supports clients in the discovery, determination and activation of customer and market insights, based on marketing and other company data. In addition they also partner with clients for the implementation of new technology in terms of data and analytics. For this reason, MultiMinds works closely with – amongst others – Adobe and Google. They are certified partners of Google and Adobe

Peter Vertongen: “I have known MultiMinds from the very beginning and I have always admired the vision of Siegert and Philippe. Throughout the years we noticed a common ambition to build an independent Belgian enterprise aimed to translate data into a competitive advantage. Their vision on Omnichannel Analytics and their plans surrounding amongst others Data Management Platforms are really well thought through. In my opinion we are at the top of the Benelux when it comes to these services. The no-nonsense company culture and entrepreneurship of the MultiMinds team really appeals to me.”

Siegert Dierickx and Philippe Vlaemminck, Managing Partners of MultiMinds: “Peter joining our company brings clear added value with a great strategic mind and 15 years of digital marketing experience. At Colruyt Group and CGI he was responsible for their digital marketing activities with a strong link to analytics. Asides from strengthening our technical expertise, Peter will help us to expand our range on strategic services for our customers. This way we can accompany our clients in their Omnichannel activities in an even better way.”

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The big buzz of Blockchain Mon, 28 Aug 2017 09:46:23 +0000 The post The big buzz of Blockchain appeared first on MultiMinds: Your Digital Analytics Partner.


While Bitcoin has been slipping steadily in the consciousness of the mainstream masses, it’s “Blockchain” today that is the biggest buzz word. And, although people tend to compare these, Bitcoin and Blockchain are not the same.

Bitcoin is a digital crypto-currency and has been around for almost a decade. Blockchain is the technological concept that drives digital currencies such as Bitcoin. However, many more applications exist outside the world of crypto-currencies. So, what exactly is Blockchain and how can it be leveraged in different industries?

It’s not that easy to explain Blockchain in one simple sentence. A lot of definitions are floating around, so let’s have a look at a couple:

A blockchain facilitates secure online transactions. A blockchain is a decentralized and distributed digital ledger that is used to record transactions across many computers, so that the record cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network.
Blockchain refers to a type of data structure that enables identifying and tracking transactions digitally and sharing this information across a distributed network of computers, creating in a sense a distributed trust network. The distributed ledger technology offered by blockchain provides a transparent and secure means for tracking the ownership and transfer of assets.

If you’re a person with an engineering background or walk around with a PhD. of computer science in your back pocket, these definitions might make some sense to you. But, if like me, the only thing in your back pocket is some chewing gum, it sounds like something Sheldon Cooper from the Big Bang Theory would say.

Let’s take a look at a practical example

Imagine you want to buy a house. Instead of going back and forth between the sellers and the notary, this process could be made much more efficient using Blockchain.

1. You request a transaction (you want to buy a house).

2. This transaction is sent to a network of computers, called nodes.

3. The network validates the transaction. It goes through all previous steps. It validates the existence of the house, the previous owners, the owners before that, all the way to those that first build the house. Only if all steps can be checked off, the transaction can take place. This eliminates the chance of any kind of fraud taking place.

4. The transaction is verified. A verified transaction can contain all kinds of “cryptocurrency”. Anything that has digital value, such as a contract, a record or any other valuable information. It checks if all previous owners were the legitimate owners, and whether you have all necessary documents and money to become the next legitimate owner.

5. Once each previous transaction is verified, a new block of data is created and added to the chain of all previous house owners, containing the information that you own the house. Now, this data is permanent and cannot be changed anymore.

6. The transaction is complete, congratulations, you just bought a house!

So, with the use of blockchain, all transactions are recorded, going back to the very first transaction, and without the possibility of being altered. It may sound complicated, but blockchain makes transactions better. Whether there are a thousand previous steps such as a supply chain, or only one single online transaction, everything is recorded.

Each transaction is put into a block, and every block is connected to the transaction before and after it, and all these blocks of transactions are blocked together. This created an unbreakable chain, a Blockchain.

Blockchain offers numerous benefits

Decentralized: Blockchain isn’t stored in a single place, this makes it nearly impossible to hack data. When a node (or computer) drops out for some reason, all data is still kept. It’s impossible to break the chain. Not one person or organization can alter or hold ownership of the system.
Transparent: by definition, all blockchain data is public. Everyone is allowed to hold a piece of data. Before any transaction can be made, each person/entity has to give concession. Only when the concession is achieved across all participants, a transaction can be made. This also means that each single adaption is being permanently recorded, making it impossible to commit fraud.
Trust: the previous benefits also result in an elimination of the risk of error. Blockchain creates trust.
Efficiency: Blockchain reduces the need for paper documents, and speeds up transactions.
Lower transaction costs: third party intermediaries can be eliminated (such as the notary in our example), reducing overhead costs and transaction fees.

Blockchain has a variety of uses in many industries. When starting new technology based projects, it’s certainly a good reflex to consider if Blockchain can play a role in it. And for digital analytics agencies like us, Blockchain will be inevitable. Validated data, transactional contracts or chained customer journeys are just a few examples.

Blockchain has a rapidly growing community and a huge number of Blockchain-related start-ups are popping up all over. It’s something that cannot be ignored anymore and has the potential to be one of the most transformative technologies of this century. And by now it’s clear that it’s on the verge of disrupting quite a few industries.

If you are not very familiar with it yet, it is definitely something worth investing your time in.

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Using R to create a trended report from Adobe Analytics Tue, 23 May 2017 08:28:57 +0000 The post Using R to create a trended report from Adobe Analytics appeared first on MultiMinds: Your Digital Analytics Partner.


If you frequently work with Adobe Analytics, you probably created trended reports as well. It’s a great tool; but recently I bumped into a small issue. I got a question from a client, for which – I thought – I could easily give them an answer.
But soon I noticed the issue wasn’t so easy to solve. Without going into any further details, this was my problem:

I needed a trended report, for 7 variables. But Adobe puts a limit of five on this, so there were always 2 variables missing. (For your information, the same limitation to 5 variables is set by Google Analytics as well.)

If you have Adobe Premium; this issue could be easily fixed by using the Workbench. And if you have a Windows computer, the problem can also be fixed by using the plug-in for Excel.

But guess what, I work on a mac, and I don’t have Adobe Premium. If I pottered long enough, I could have fixed something with the use of a virtual machine such as VMWare Fusion (this runs alongside MacOS X), but this would be too much of a hassle.

Because of my background in data analytics, I decided to look into R, and there the answer was awaiting! R Studio, as so often, was my savior. I could find some information online on how to use R to create a trended report with more than 5 variables, but it took going back and forth between a few sites to finally get the solution. So, without further ado: here is the detailed guideline on how to create a trended report in R using the RSiteCatalyst package.

If you are already experienced in R, you may skip the first step. Just to provide a complete guide, I documented all my steps.

1. Set your working directory

First things first, make sure you are in the correct working directory. This is important if you want to save your data later. Setting up or changing this is very easy:


2. Install package

This step is easy, just install the package and activate it.

3. Authentication 

If you want to get data out of your Adobe analytics account, you need to authenticate yourself. Therefore, you need to know your key and your secret. Both can be found in Adobe Analytics through this way:
Admin > admin tools home > manage company settings > Web services.

Here you can get an overview of the people who have access, their name, username and shared secret. Under “key” you have to put your Web Service Username (this is your login followed by your company, and separate by a colon). Under “secret” you have to put your Shared Secret, this is a combination of letters and numbers. The code goes as follows:

4. Report suite

Select the correct report suite out of which you want to extract your data. To get an overview of the report suite ID and name just type GetReportSuites(). The rsid name is the one you will need in the next step to indicate out of which report suite you want to extract the data.

5. Creating the trended report

We can already create our trended report! It is super easy, here is the code

As you can see, I worked with a classification. You do not have to use this when you don’t need it. The reason I created it was because I had dates in Adobe Analytics, but needed names of the week. So, I created a classification summing up all the same days of the week.

Just be complete, a short description of the different options you can use in this trended report:

topIf you want to limit the number of rows to include. This is a list, e.g. c(10,5)
startThe number of the row from where you want to start (default = 1)
selected List of specific items (of the first element) to include in the report. The reason I used this, there is no limit to 5 elements like in Adobe Analytics itself
searchList of keywords for the first specified element. This overrides anything that you specified in “selected”
search.typeString specifying the search type: 'and', or, 'or' 'not' (defaults to 'or')
date.granularityTime granularity of the report. This can be year, month, week, day or hour
segment.idId(s) of segments, if you want this trended report for a specific segment
segment.inlineInline segment definition
classificationSAINT classification. This applies to “elements”. If you have more than one you need to indicate to which element this applies
anomaly.detectionSet to TRUE if you want to include forecast data (this is only valid for day granularity with small date ranges)
date.currentTRUE or FALSE - whether to include current data for reports that include today's date
expediteSet to TRUE to expedite the processing of this report
interval.secondsHow long to wait between attempts
max.attemptsNumber of API attempts before stopping
validateWhether or not to submit report definition for validation before requesting the data
enqueueOnlyOnly enqueue the report, don't get the data. This returns a report id, which you can later use to get the data

The trended report automatically shows the date in the first column. If you want to put this in a different format, such as days of the week, you can use this code:

You may also notice some empty columns, automatically added in the trended report, such as url, and If you do not want to see them (when you did not fill this in) you can just remove them easily by typing:

Now you have a great report showing more than 5 variables. Here is how I visualized it:

This gives you a similar graph as in Adobe Analytics, but containing more than five values.

The last thing I did, and which you may have noticed as well, in Adobe Analytics you can also select the day of the week that you want to see in the trended report. For example, only Saturdays, or only weekdays. This can be solved as well. I did is as followed, just by aggregating the data per day of the week. There is probably a shorter code for this, I am not an R wizard yet, but it works.

This gives you separate reports per day of the week. To give you a better idea of what I mean, here is an example of the above for Friday and Wednesday, visualized.

Hopefully this can help you, in one way or another…

If you have a comment, question, better code, encountered the same issue or any remarks concerning this article, please put it in the comment section below. The more we know, the better!

That’s it for now, see ya!


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Why The Latest Forrester Wave on Digital Intelligence Doesn’t Make Sense Thu, 20 Apr 2017 09:24:53 +0000 The latest Forrester Wave on Digital Intelligence platforms is out (The Forrester Wave: Digital Intelligence Platforms, Q2 ’17). It is no surprise that Adobe is leading the gang, again. It seems they are leading almost every Forrester Wave that is out. But it is also fully...

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The latest Forrester Wave on Digital Intelligence platforms is out (The Forrester Wave: Digital Intelligence Platforms, Q2 ’17). It is no surprise that Adobe is leading the gang, again. It seems they are leading almost every Forrester Wave that is out. But it is also fully justified: they are one of the only vendors that have actually managed to integrate all their different solutions into one efficient platform, but also offer them as standalone solutions.

This latest research on Digital Intelligence Platforms is not purely focusing on digital analytics solutions, but goes way broader. Hence the evolution of the market and its maturity growth.

The focus in this latest review is based upon 3 main capabilities:

  1. Data Management
  2. Analytics
  3. Optimisation

It would make sense to me that only solutions that have capabilities in all 3 areas would be included. But apparently for this research it was good enough to be active in only 1 area to be selected. As a consequence, I personally find this comparison completely irrelevant.

Of course Optimizely and Mixpanel will score far less than Adobe. Optimizely is a pure optimisation player and Mixpanel an event driven behaviour analytics solution. While Adobe brings (integrated) data management, analytics and optimisation capabilities to the table.Forrester Wave: Digital Intelligence Platforms

It’s comparing a car to a bicycle.

But the Wave included some more surprises.

Although Google competes in each of the 3 capabilities, and provides integrated solutions (Tag Manager, Analytics, Optimize, BigQuery, Attribution, …), they are perceived only as a Contender, and not even as a Strong Performer anymore (compared to the Digital Analytics Wave of 2014).

Both on a strategic level as well as looking at the current offering, vendors such as IBM and SAS are perceived as stronger competitors than Google. Based on my experience as stakeholder and decision maker in multiple RFP procedures, I find this evaluation quite strange. In fact, I have no idea why IBM is still present in these market researches. Their Watson platform is pretty cool, but most of their other solutions require so heavy maintenance and so NOT agile in the current and future digital space where companies need to (re-)act quick.

Anyway, on a slightly more tragic note: for the first time in decades, Webtrends is no longer part of the solutions that are included in this research. This is the end of an era…!

Although we all saw it coming: Webtrends Analytics was still based on log file analysis, and the long announced Infinity Suite wasn’t ready to go to market. So the acquisition of the Infinity Suite by Oracle in March 2017 wasn’t really a surprise. I had expected it much earlier.
But expectations are high on the future Oracle offering and what they will bring to the table. The Infinity Suite setup was very promising, and I am confident that they will become a strong contender for the current digital intelligence platforms, although the success will also depend on the level of integrations that Oracle will develop.

And what about Webtrends? Will they disappear forever? I guess not. They still have a solid client base, but more with the Optimize solution than with the former analytics solution. And as Webtrends was especially offering full services around Optimize, my guess is that they will build a (new) company around this offering. So if even Optimizely is included in this Forrester Wave, we’ll probably see Webtrends back as well next time. As well as Oracle, as one of the contenders.

Anyway, I do find these Forrester researches valuable but more for the individual scores per evaluated functionality than on a global level. And I found out about 2 solutions that are new for me: Cxense and Evergage. I have never heard of them before, but on first sight, they look interesting.

I’m curious to hear your opinion about the latest Forrester Wave. Or your experience with Cxense and Evergage. Feel free to share your thoughts below in the comment section!

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Is your company ready for the GDPR? Mon, 06 Mar 2017 12:01:20 +0000 The post Is your company ready for the GDPR? appeared first on MultiMinds: Your Digital Analytics Partner.


Take your agenda and on May 25, 2018, write down: “Take the day off”. It will be the most rewarding day because all your friends in the data industry will be hard at work. The reason? It’s the day GDPR will become law, and you will be totally relaxed because you are ready for it. Right? Right! Well just keep on reading if this all sounds a bit hazy to you.

Maybe you’ve been out of touch in outer space on Elon Musk’s latest spacecraft for way too long: GDPR stands for ‘General Data Protection Regulation’ and will drain your company’s bank account if you’re not prepared. In a nutshell, you will need to have an exact inventory of the data you gather, who owns it, where it is stored and what contingencies are in place when a data breach should occur. If you want the details you can find the full write-up here.

So let me briefly explain how we can play a supportive role here. At MultiMinds, data is our bread and butter, we track websites and apps, and work our magic so you can decide what audience to target for your next ad campaign. From our perspective, in the context of the GDPR, we are known as ‘Processors’. We act on behalf of our customers to manage their data. Thus, by the nature of our work we have a pretty good grasp on how to handle online data. We operate at the source and have both the skills and the tools to evaluate data compliance on a continuous base.

Of course, the GDPR is broader than just online data. It covers any form of data and also has substantive legal ramifications. So, naturally, MultiMinds is not uniquely qualified to handle all these aspects on its own. That is why we partnered up with a ‘data management’ company and a legal party. The first ones are experts when it comes to information governance, information architecture, data quality and data lifecycle management. Their focus is to compare this with the GDPR requirements and the level of ambition of your data protection plan. To put it simply, while we take care of data flowing in from the outside world, they handle, register and inventorize all internal flows.

Also, to prevent a reactionary legal response, you want a legal team to join the party. These legal services include performing a legal data protection audit, bringing your data processing activities into compliance with legal obligations towards data subjects and data protection authorities, setting-up and managing data processing agreements with third parties, and regulating your international data transfers. They are also experts in drafting all types of legal documentation that the GDPR requires you to put in place. And when things should take a bad turn, they can represent you before the competent data protection authorities and national or European courts in all privacy-related matters.

We hope you now have a good idea why the GDPR is so important, and trust that MultiMinds is a competent partner to help you navigate this challenge. If you want to learn more or are convinced you need help to prepare for the GDPR, just give us a call and we’ll be happy to come over or set up a meeting. And instead of a threat for your business, we can pivot this to an opportunity that will prove advantageous in the long run.

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Announcing “Mindstorm”: a custom dashboard solution Sun, 15 Jan 2017 12:38:19 +0000 The post Announcing “Mindstorm”: a custom dashboard solution appeared first on MultiMinds: Your Digital Analytics Partner.


We have some exciting news to share today. A while ago we started working on our very first in-house product. MultiMinds has always operated as a service provider working with some of the best products and services on the market. Yet, sometimes these products fall short of what we want to achieve with them for our clients, and one of the areas where we always wanted to do better is custom reporting.

Project “Mindstorm” is the codename of a custom dashboard solution we’ve been working on. We’re still a couple of breaths away from a public launch and the final product name has yet to be decided, but we thought it would be fun to give away a little sneak peek.

Why the need for a custom dashboard service

A huge part of any digital analytics project is about measuring results and communicating data in the form of custom reports, ad-hoc analysis and actionable dashboards. For in-depth analysis and insights we have a lot of great products at our disposal. But for straight-forward reporting, we’ve used everything under the sun, never without some level of frustration. Between simple Powerpoint presentations, online dashboard services and visualisation software there’s always been a number of trade-offs. Powerpoint presentations are not sustainable, online dashboard services hard to customise outside their feature set and visualisation software usually trades in simplicity for functionality.

Vision and sneak peek

Our vision for “Mindstorm” is to combine all the advantages without the trade-offs. It’s a unique proposition because it is a “managed” custom dashboard service. Just like many of the online dashboard services it allows us to rapidly set-up data dashboards for our clients, but because “Mindstorm” is an in-house managed solution we can fully tailor our dashboards to the client’s exact needs. This means we can offer greater context, integrate with proprietary data that would otherwise be hard or impossible to do and deliver a quality dashboard service with unseen performance.

Let’s have a look at some of the key features:

Tailored Dashboards

With over 15 different visualisations our dashboards are highly customisable, both in form and function. Advanced segmentation, benchmarking or combining different data sources are just one request away.

Unique Design and Finish

For many clients brand is important. We go one step further than white-labeling and deliver dashboards that adhere fully to the client’s style guide.


Mobile ready

All our dashboards are designed with a mobile-first philosophy and are fully responsive. Want to check your stats on the go or use your tablet for a presentation. No problem!

Kiosk Mode

With a built in kiosk mode the custom dashboards are ready to decorate the halls, offices or meeting room of your company.


Deep Integration

“Mindstorm” is designed to easily connect with any service or data source. Be it Google Analytics, Twitter, MailChimp or an in-house data warehouse. We’ll connect all your data.

Contextual Info

Numbers are useless without contextual information. We’re working hard to add a number of features to easily provide the required context in order to optimally communicate your data.


The Roadmap

We intend to roll out this service publicly in the coming months and we already started using “Mindstorm” as pilot project with some of our existing clients. We’ll keep you updated on the progress on our blog so be sure to check in once in a while. Or if you’re interested in learning more, drop us a line and we’ll get back to you.

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Participation Metrics in Adobe Analytics Thu, 12 Jan 2017 15:45:20 +0000 The post Participation Metrics in Adobe Analytics appeared first on MultiMinds: Your Digital Analytics Partner.


Adobe Analytics offers many interesting features, and in my opinion, the participation metric is definitely one of them.
In this post I will talk about the benefits, why you should use them, and also teach you to enable them in your analysis workspace.

What is a participation metric?

A participation metric is a visit based metric that assigns full credit from success events to all values of a variable.
In simple words, it allows you to determine which pages, campaigns or any other custom variable values are contributing most to your site’s success. It assigns full value to all the touch points that lead to conversion.

Let’s look at an example:

The participation metric is often applied to revenue. If we want to know which pages customers visit before buying something, this would be an excellent case.

When you look at revenue, the value is allocated to the different touch points based on the selected allocation model. This can be “first allocation”, “last allocation” or “linear allocation”. If a customer goes from page A to B, then to C and finally buys something for 100$, revenue would be assigned as followed:

Linear allocation is the most used method. Participation is similar to this, except that full credit is given to all values, like shown on the right.

Using this you can say, for example, “out of all purchases, 67% went through the home page”. This also allows you to determine the pages that do not contribute to purchases.

How to enable them in your analysis workspace.

Participation metrics are not available in your analytics workspace by default. Normally they have to be enabled in the admin section, both for specific custom traffic variables or out-of-the-box traffic reports. But there is a way to make participation metrics available in another, easier way:

Step 1: Go to the calculated metric builder

You can find this under “components” > “calculated metrics”. Click on add and create a new metric.

Step 2: Create a metric

Let’s continue with the revenue example. Start by giving it an appropriate title, such as “Revenue participation”. If you want, you can fill in a description as well. In this case, we can change the format to currency, since we are talking about revenue.
Next you just drag and drop the metric “Revenue” from the list on the left to the definition box.

Step 3: set it as a participation metric

This is already the final step. It is that easy! The trick is simple. Next to revenue, in the definition box, you can select the “gear” icon (as indicated below) and select “visit participation”. That’s it, you created your own revenue participation metric.

The same procedure can be followed for any other conversion metric. Now your participation metrics are available everywhere, also in your analytics workspace.


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Digital Marketing Trends 2017 Wed, 21 Dec 2016 10:29:52 +0000 The post Digital Marketing Trends 2017 appeared first on MultiMinds: Your Digital Analytics Partner.


A lot has happened in 2016 when it comes to digital marketing, and with 2017 just around the corner everybody wants to know which trends will continue and which new topics will emerge. As a marketer, digital analytics or business owner it’s your job to stay on top of things and make sure your company is ready for 2017.

From a complete shift in device-usage, to a strong increase in online sales, many trends of 2016 will keep booming in 2017. Concepts that were introduced in 2016 will become every-day products in 2017, just think about virtual reality or augmented reality (no, they are not the same). New concepts will be introduced, and content management and native advertising will become a big part of many companies’ strategies.

Download the infographic for free.

Take 2017 by the horns and get ready for a shift in the marketing landscape. Adapting new trends and learning how to implement and optimally use them will give your company a great advantage. This infographic offers you a nice and clear overview of the most pertinent trends for next year. If you would like more information, or help on improving your digital marketing, don’t hesitate to contact us. We will be glad to help you.


Download your free Marketing Trends 2017 PDF

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