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How to go to Google Analytics 4

Google Analytics 4 o GA4, es la nueva versión de Google Analytics pensada para medir no solo lo que pasa en un sitio web en más profundidad que con GA3, si no que también sirve para medir lo que pasa en una app. Esto es importante para gente que dispone de web-apps y ahora tiene por un lado las cifras de la app y por otro las cifras de la web. Con GA4 lo tienes junto en una visión global y por separado en visiones independientes.

Su llegada comporta nuevos informes, nuevas formas de medir y la desaparición de ciertas métricas antiguas. Todas sus funciones aun no están activadas (por ejemplo no deja conectar con Search Console aun… ). Pero ya que estamos a principios de año, es importante que hagas el cambio cuanto antes, así tendrás todos los datos del 2021 en los dos Google Analytics.

A los códigos del Google Analytics antiguo Google les llama Universal Analytics codes o (códigos GA3 para el resto de gente). Los códigos antiguos empiezan por “UA-“, los nuevos se llaman Global Site Tag y empiezan por “G-“… Lo digo para que reconozcas cuando estás delante de unos o delante de otros.

Iniciar Google Analytics 4

Para que Google Analytics 4 funcione deberás cambiar los códigos que ahora estás utilizando en tu web. Para ello dirígete a Configuración de tu Google Analytics (el icono de engranaje de abajo a la izquierda), y una vez dentro, en la columna central verás una nota que te indica que cliques allí si quieres pasarte a Google Analytics 4.

Activar una nueva propiedad de Google Analytics 4

La primera pregunta que te hará es si quieres crear una nueva propiedad o quieres conectarlo a una propiedad existente de GA4. Tu quieres una nueva… no te pregunta si quieres conectarlo a tu anterior GA3, te pregunta si lo quieres conectar a otra GA4. Así que clica en crear nueva.

Revisar la configuración de tu propiedad

Dale al botón “ver tu configuración” (o lo que te ponga según el idioma) y clica en instalación de etiqueta o “tag installation”. Verás que una vez hecho, te indica que no ha recibido datos las últimas 48 horas. Esto es porque aun tienes los códigos antiguos. Mi consejo es que no saques los antiguos, incluye lo nuevos y mantén los dos. Por qué te aconsejo esto, pues porqué con GA4 empiezas de cero y no hay datos históricos, no podrás comparar tus datos 2021 con los datos 2020… además puede que eches de menos algunas métricas y de vez en cuando quieras entrar en el antiguo. Puedes mantener los dos, sin ningún problema.

Activar la medición avanzada

Activa esta función para conocer mejor qué hacen las visitas en tu página. Por ejemplo, sabrás si hacen scroll o no, si se descargan un pdf, si utilizan tu buscador, qué enlaces han clicado para salir de web, etc. toda una serie de acciones realizadas en tu web que te interesará saber. Las encontrarás todas descritas si pulsas en el admin de esta función (el engranaje de la derecha).

Instalar los nuevos códigos

Ahora que ya tienes la configuración correcta, llega el momento de instalar los nuevos códigos. Pulsa en “Global site tag” o como lo tengas escrito en tu idioma (está justo debajo de la medición avanzada) y allí encontrarás el código que hay que incluir en la cabecera “Head” de tu web.

Incluye los códigos en tu web o en tu WordPress

Si tu web está hecha a mano, incluye los códigos a mano en el fichero “head.php”. Si tu web está construida utilizando WordPress o cualquier otro gestor de contenidos, utiliza un plugin para hacerlo. Lo ideal es que utilices el mismo plugin que ya tenías para poner los códigos antiguos, simplemente pega el nuevo código debajo del antiguo. En algunos casos, las plantillas (o “themes”) ya tienen un espacio para los códigos. Mira si este es tu caso. Para saber si los códigos de GA3 los pusiste con plugin o desde la plantilla, revisa los plugins instalados y mira a ver si tienes alguno que hable de Google Analtyics. Si no hay ninguno, seguramente pusiste el código en alguna parte de la configuración de tu plantilla. En caso de emergencia y de que no encuentres los códigos antiguos, no pasa nada, descarga un nuevo plugin de Google Analytics (éste está bien Google Analytics plugin). Por último, si utilizaste un plugin en el que en lugar de pegar el código entero, solo tuviste que pegar la UA- en ese mismo plugin encontrarás la opción de poner más código a mano. Busca la casilla correspondiente y pega el nuevo código entero (no sólo la identificación, todo el código) ya está. Tendrás los dos códigos a la vez.

Paso final: entra en el nuevo Google Analytics

Si clicas en el icono de “home” del menú lateral, ya entrarás de forma automática en la nueva versión. Si vuelves al listado general de propiedades, verás que ahora tienes una nueva. La antigua tiene el código que empieza por UA, la nueva empieza por G. Mejor que a la nueva la cambies el nombre y le pongas GA4 para que sea más fácil de reconocer.

Bueno, esto es todo.

Si tienes algún problema al realizar el cambio, indícalo en la zona de comentarios y miraré de ayudarte. Encontrarás varios videos en Youtube que te explican lo que yo te he explicado por escrito… lo digo por si te gusta más hacerlo de forma visual. A la que tenga un rato, yo misma crearé un vídeo y lo incrustaré en este artículo.

I go all right

A hug

Montse.

Fields in which artificial intelligence is applied ... and new non-scientific professions

This week I give again the lecture on Artificial Intelligence and non-technical professions. It is a talk that universities hire me to publicize the professional opportunities related to Artificial Intelligence among students of non-technical careers. Students of Philosophy, Economics, Business Administration, Tourism, etc. usually attend.

The truth is that artificial intelligence has many applications and therefore offers many opportunities to technical profiles, but also to non-technical profiles. These are some of the main fields in which we interact with artificial intelligences on a daily basis, many times without being really aware of it:

1. Facial recognition

A large number of new mobile phones are opened by recognizing our face. So every morning, without being aware of them, we submit our facial physiognomy to the scrutiny of an AI that decides whether or not we are who we think we are. Facial recognition is used by Facebook to detect photos of us in which we are not tagged, it is used by airport personnel and police forces to detect

2. Artificial Intelligence and natural language processing

Every day we use the voice devices of our mobile phone, our Google Home or our Alexa. Artificial intelligence is applied both in predicting what we want to say exactly, as in understanding the words themselves and executing the orders. Also in SEO we use our knowledge in AI to optimize the positioning in Google.

3. Artificial Intelligence and vehicle navigation

When we open our browser (be it Google Maps, Waze, or whatever) and mark our destination, an artificial intelligence calculates how long it will take to get there and takes into account the traffic, construction work, and any other incident. Also the autopilots work with this type of Artificial Intelligence, to which the information from sensors, cameras and radars is added. Every time you get on a plane, 90% of the flight time is done by artificial intelligence.

4. Machine Learning or machine learning

El Machine Learning es la rama de la ciencia que busca el desarrollo de técnicas que permiten a los ordenadores aprender por sí mismos. Cuando haces una foto con la cámara de tu móvil, una inteligencia artificial la retoca automáticamente a partir de la imagen que consigue con las varias cámaras que posee tu dispositivo a la vez que utiliza la información sobre cómo debería ser esa foto, a partir de miles de modelos de imágenes de las que ha aprendido cómo mostrar lo que has fotografiado. También cuando miras Netflix y te recomienda nuevas series y películas que seguramente te gustarán, el machine learning está por medio haciendo que Netflix cada vez te conozca mejor pueda hacerte mejores recomendaciones.

5. Artificial life

These days, in the middle of the COVID-19 pandemic, many of the predictions of infection and contagion rates are made with calculations created from simulations of populations created in artificial environments that show qualities typical of living beings.

6. Expert systems

AIs assist in medical diagnoses and also in your Google Analytics. The term expert system refers to an information system that is based on knowledge of a highly complex and very specific application area. It serves as a consultant and expert assistant for the users of its interface.

There are many other fields, but these that I comment on are the ones that serve me for half a talk, introducing the new professions or at least the professions that I do not see endangered in the near future:

  • As the world is changing and more and more AIs take over many professions, there is and will be a great need to retrain professionals. So adult training is a good field to specialize in.
  • If everything is going to be full of robots, someone will have to educate them. Have you ever tried to educate a chatbot ... it is a complicated task, but someone has to do it ... and we are all going to have robot assistants on our web pages and messaging systems.
  • Many business processes are going to be digitized and automated ... but someone will need to understand the processes and create them properly. Project Management experts have the future assured by deriving part of their knowledge towards processes instead of just doing projects.
  • The main distribution tool is going to be e-commerce… but there are high-value, high-priced products that must be sold personally. The field of sales is still a good career path.
  • The services to people performed by humans and not by machines are going to be increasingly valued. Everything that involves contact between people has a good way out.
  • The creative professions are not threatened either. Artificial intelligence can help us in the design of a marketing campaign both for the predictive part and for the data analysis, but creativity and originality will have to be contributed by a human.
  • Since algorithms are the ones who make most of the decisions, each company will need an ethics committee to determine the decision trees of its AI from the point of view of ethics and morals. A good specialization for Philosophy students.

In general, although according to McKinsey artificial intelligences will affect between 400 and 800 million jobs by 2030 and according to this same source 30% of jobs will be directly replaced by AIs, both people with technical profiles and those who have More literary profiles have good job prospects if they take these changes into account, from now on ... so I don't see it as a threat but as an opportunity.

If you want to know more about the MacKinsey report, go to Xataca they comment and they summarize it in a very understanding way.

If you want to know more about Netflix and AII recommend this article in which the author reviews all the applications.

What is your opinion?

What problems or moral implications do you see in the deployment of artificial intelligence?

We talk to each other

Montse.

What is "purchase intention" and how to measure it on the internet

Purchase intention It is the probability that a consumer buys our product or hires our service, in a given period of time. And it is a basic metric for our conversion funnel.

Why is it important to measure “purchase intention”?

El camino que sigue un consumidor desde que descubre nuestra marca en internet, hasta que compra nuestro producto o contrata nuestro servicio es tortuoso y complicado. En cada paso del embudo de conversión de nuestra empresa hay que descubrir cómo será el conjunto de usuarios que forman parte del público objetivo de cada paso del embudo. La “intención de compra” suele encontrarse antes de la fase final de nuestro embudo y debemos ser capaces de medirla.

Al principio del embudo, para medir el interés por un producto tenemos métricas como el “alcance de una publicación” (cuánta gente la ha visto en nuestra web o en nuestras redes sociales) o un poco más abajo del embudo la “interacción con una de nuestras publicaciones” (también en nuestra web o en nuestras redes sociales) por ejemplo, gente que ha hecho “like” o gente que ha “compartido”. Pero con estas dos métricas (alcance e interacción), aún no podemos tener clara cuánta gente tiene “intención de compra”…

How to measure “purchase intention”?

The "purchase intention" must be measured at the moment in which the user is faced with a real possibility of purchase. That is, in front of a product sheet. This will normally happen on our website, although if we have sales on Facebook or on another platform, we can also measure the "purchase intention" there.

To know the "purchase intention" we must measure:

  1. Clicks to product sheets -> our website
  2. Clicks to the list of physical stores where our product is sold -> our website and social networks.
  3. Use and redemption of discount coupons -> redemption on our website, distribution of the coupons by the Influencers with whom we work.

Creating the funnel

With what we have commented, we could already create a simplified version of our funnel:

  1. Interest in our brand (measure: scope of publications)
  2. Interest in our products / services (measure: interactions)
  3. Purchase intention (measure: clicks on product page + store list + coupons)
  4. Purchase Initiated (measure: clicks in the shopping cart)
  5. Purchase completed (measure: effective sales)

I hope these tips have been useful to you. What is your funnel like? How many steps does it have? What do you measure in each step? Do you want me to take a look at it? We follow the conversation in the comments.

If you want to know more about metrics in social networks, here is this article in which I explain the 10 things you should measure.

A hug.

Invitation to the International Congress of Adaptation of Business Models

In October, the International Congress of Business Model Adaptation will begin, on October 5, 6, 7 and 8. This is an event that we have created together Quadrant Alfa, The room Y The Human Branding. We think that in times like these, it is necessary to do everything in our power to help companies recover and achieve much more resilient business models (more resistant to disruptions such as that caused by COVID-19).

The congress is specially designed to help companies in 2 aspects:
To understand that a business model is made up of different components and that the adaptation of a component does not imply a radical change, so it is perfectly acceptable for most companies and managers.

Let's see a whole list of adaptation possibilities that we can carry out in each of the 9 components of a business model. We will highlight how companies adapted them during COVID-19 to inspire you and discover how you can adapt yours.

If you are in the southern hemisphere and in full confinement, knowing how European companies have adapted will help you stay ahead of your competitors and not suffer what we have suffered. If you are in the northern hemisphere, knowing what companies are doing will help you recover faster.

For this we have brought together 19 experts from 5 different countries who, in 4 days of 4 hours, will help us to make the task much easier and above all, to see more clearly how to implement the changes. The presentations will take half an hour to make everything much more agile and you will have time to ask specific questions. The congress is in Spanish.

As a reader of my website, you have a 10% discount on the price of any ticket if you use the discount code MONTSE10 when making the purchase.

You will find all the information here: https://www.adaptacion.online/

These are some of the expert speakers that we will have at the congress:

(If you buy the ticket, don't forget to write MONTSE10 in the section dedicated to the coupon, inside the shopping cart)

Keep in touch.
See you at the congress.

Soft Skills essential for Tourism professionals

This week from Innova Institute de La Salle - URL we have been working on creating a list with the soft skills (or soft skills) necessary for professionals in the tourism industry.

This research is part of a whole series of articles that we are writing about how Covid-19 has affected companies and society.

Last week we mentioned the hard skills that tourism professionals need to overcome the crisis caused by the Covid-19. In this post I presented this article and my participation in a round table organized by UNWTO to help the tourism sector: Hard Skills essential for Tourism professionals.

Let's go to soft skills ...

soft-skills

The original article is not yet published on our blog, but some magazines and newspapers have echoed it and have published it in whole or in part. Here I include some of these publications:

In the magazine El Economista: The key soft skills of tourism professionals for PostCOVID-19

In News and Diaries, they cite the article in The Economist: The key soft skills of tourism professionals for PostCOVID-19

In Today's Economy they have also published the article: The key soft skills of tourism professionals for PostCOVID-19

I hope the article is also of interest to you.

Keep in touch

A hug

Montse.

Hard Skills that tourism professionals need

A couple of weeks ago, from the Innova Institute de La Salle - URL We were analyzing what were the hard skills (or hard skills) in English, that tourism professionals needed to get out of the crisis caused by the Covid-19.

This is the infographic with which we illustrate the article that you can find on the blog of the Innova Institute.

Hard skills tourism

You can read the full article here:

Hard skills for the tourism industry

Following our research, we also participated in a round table organized by the World Tourism Organization.

You can watch the video here:

And several online publications are citing the research and the article.

Economy Today: The key hard skills of tourism professionals for PostCOVID-19

We are now working on an article on soft skills. I share it with the one that has it.

ICT engineers are also the heroes in this crisis

Last week from Innova Institute From La Salle-URL we were collecting “adventures” of ICT engineers in which it is shown as part of the well-deserved recognition of health personnel, there is another group that also deserves special recognition, the group made up of all those who are making it possible for us to work from home, to maintain telecommunications infrastructures and to ensure that networks are fast and secure.

In the article we have interviewed 9 people who explain their particular way of the cross to keep the infrastructure of their companies or organizations running.

On our blog at the moment, we have only published the article in English, but some digital newspapers and magazines have already echoed it.

Full article in English: Nine adventures

I attach here the first to publish it and as the week progresses I will publish the rest links.

In Today's Economy: Nine adventures in which ICT engineers have been essential during the COVID-19 crisis

Keep in touch

A hug

Montse.

COVID-19: Digital adaptation or digital transformation?

From the Innova Institute de La Salle - URL we continue, as every week, analyzing different aspects with which COVID-19 is transforming companies and their environment. This week we reflect on whether it is really leading to the digital transformation of companies or if they are simply adapting to circumstances and everything will return to normal when the pandemic passes.

The areas that we have analyzed are the following:

  1. Education: The digital transformation in education responds to a process of media literacy adapting to the ways of learning and accessing the knowledge of new generations.
  2. Financial services: Financial services as they are known today are going to change, adapting to more digital models.
  3. Telecommuting for companies and workers: There is a clear difference between what telework is and what thousands of companies around the world have put into emergency practice to continue operating during the COVID-19 period.
  4. Ergonomics in teleworking: It is still unknown when the alarm state will end for COVID-19. For this reason, companies must propose to their workers to adapt their temporary work offices at home, in order to be able to work ergonomically in search of business results.
  5. Government online: Being the ultimate goal of a Government to ensure the general welfare of its entire population, it is difficult to imagine this task without real contact between its protagonists.
  6. Culture and tourism: Both tourism and culture have taken advantage of COVID-19 to maintain contact with users through the networks. Many institutions have understood that their value proposition at this time should be to entertain people in confinement, especially children, and a large part have offered online services aimed at entertaining and entertaining.
  7. SMEs - Commerce: Business development sees digital transformation as a way to improve its results by optimizing its processes and facilitating its management, which is reflected in profits, growth and advantages over those that do not make these investments.

The original article with each section well explained and reflected on whether it is adaptation or transformation has not yet been published on our blog, but some magazines have already echoed it. You can find it in the following publications:

Tic and SMEs: COVID-19: Digital adaptation or digital transformation?

Granada Companies: COVID-19: Digital adaptation or digital transformation?

Today's Economy: What will be the organizations response to COVID-19: Digital adaptation or digital transformation?

In the digital publication Contact Center Hub, they have made a summary with the section dedicated to telework: Teleworking before COVID-19: Digital adaptation or digital transformation? and they also quote us in another article Is teleworking here to stay?.

I hope this information is useful to you and that you also reflect on whether the changes they have implemented in your working life during these weeks have transformed you or you will return to your normal life when all this has happened.

If you want to leave your opinion, do not be shy ... under these lines you have the comments section, I will be happy to have a conversation about it.

A hug

Montse.

10 ideas to undertake in sustainable sectors

Continuing with the publications that we carry out from the Entrepreneurship Research group of the Innova Institute de La Salle-URL, this week we have been working to discover areas related to sustainability, in which there are possibilities of successful entrepreneurship. We have addressed this issue because we think that after the Covid-19 (what is already called the PostCovid-19) sustainability will be a much more considered feature in business models than it has been until now.

The areas in which we think there are opportunities are the following:

1. Agriculture and food industry: The world hiatus caused by Covid-19 is supplying a small truce that is allowing a regeneration of the planet. Environmental awareness has grown, consumption of resources is more responsible, there has been a notable improvement in environmental quality, and people have realized that protecting the environment contributes to a healthier and more balanced life.

2. Sustainable urban mobility: The high concentration of people in the means of transport and its improvable health conditions have made urban mobility one of the main sources of infection, increasing the risk of contracting the virus by between 4% and 6%. Consequently, the authorities and administrations of many countries have been forced to minimize its use and consider developing sustainable ventures in this sector.

3. The circular economy: The European Commission has just published the Action Plan for the Circular Economy. Proposed policies include increased product durability, the right to repair electronic devices, reduced use of plastics, and more accurate eco-labeling, among others. Following this path, the Innova Institute predicts that undertaking on issues related to the circular economy is a good opportunity for the PostCovid-19 scenario.

4. Integrated and efficient water management: Water scarcity already affects globally. What was once a problem for developing countries is now also a problem for developed countries. Water is not an infinite resource, but it is used as if it were. For this reason, the need for a comprehensive water treatment has been evident throughout its generation, use and recovery cycle. Despite everything, in 2030 there will still be 60% of the countries in the world that will not carry out this necessary comprehensive treatment system.

5. Logistics and supply chain: The companies that have provided a fast, safe and reliable service during Covid-19, and are also committed to sustainability, are those that will be strengthened after the pandemic and will generate confidence in customers in the PostCovid-19 era. These companies focus on innovation and quality, acting locally, but under collaborative logistics management models with other companies in the network. Thus, they meet the needs of small batches, with fast service and ensuring quality and traceability in the process.

6. Fashion, the second most polluting industry: El coronavirus ha provocado un enorme parón generalizado en la industria de la moda, ya sea por el cierre de tiendas o fábricas para proteger a sus trabajadores, por volcarse voluntariamente en la producción de prendas para uso médico o porque su producción dependía mayoritariamente de China o Italia. La moda, que produce más del 10% del total de emisiones de CO² en el planeta, es la segunda industria que más agua consume. Los plásticos han reemplazado a las fibras naturales y el poliéster se usa en el 60% de la producción, generando de dos a tres veces más carbono que el algodón sin degradarse en el océano. Greenpeace indica que el lavado de las prendas arroja al mar el equivalente a 50 billones de fragmentos en microfibras.

7. Replacing oil derivatives: La fundación Ellena MacArthur señala en un estudio que el 40% del empaquetado de plástico acaba en basureros, un tercio en el océano y solo un 14% se recicla. Esto dibuja un escenario crítico. Por eso, la búsqueda de sustitución de biopolímeros y la implementación de estrategias 100% funcionales para el reciclaje es una necesidad para la industria. La startup Oimo, ubicada en La Salle Technova, el parque de innovación de La Salle-URL, se dedica al diseño de nuevos materiales ecológicos en España y Reino Unido. Con la voluntad de reducir los 14 millones de toneladas de plástico que terminan en el océano, ha desarrollado un material soluble al agua como alternativa al packaging de plástico. En este sentido, el Innova Institute considera que el emprendimiento sostenible en empaquetados alternativos al plástico saldrá reforzado en el PostCovid-19.

8. Energy efficiency: The Covid-19 crisis has revealed that transformative changes are possible overnight. In terms of energy, it is demonstrated that there is no reason not to phase out fossil fuels and deploy renewable energy and energy efficiency technologies. It is in line with this concept that the European Union has developed a series of proposals to lead the economy towards energy savings.

9. Telecommunications technology: During the confinement of the Covid-19, the traffic on online platforms that allow the organization of meetings, the development of virtual classes and the establishment of communications and conversations has increased considerably. Some of them were already known —such as Zoom, Hangout and Whereby— and others have taken the opportunity to make themselves known or to implement complementary services.

10. The built space: El Covid-19 ha promovido el desarrollo del teletrabajo, pero también ha evidenciado que esta opción tiene condiciones mínimas para su desarrollo. La experiencia previa permite reconocer los modelos de economía colaborativa asociados a estas propuestas como oficinas compartidas, los garajes compartidos y los lugares de cowork. La fuerza de estos movimientos ha llevado a que empresas de comunicación como ETB, Movistar y Mapfre Seguros hayan presentado a sus usuarios espacios de coworking. Sin embargo, se deben asegurar condiciones mínimas para optimizar los resultados, tanto la separación de ambientes entre la familia y el trabajo, facilitar la innovación al interactuar con empresas del mismo sector, la transferencia del conocimiento o al generar alianzas y complementos cuando se dan espacios con empresas de diferentes sectores.

The original article with all the sections well explained you can read it here: The Innova Institute analyzes how sustainable entrepreneurship could be for the PostCovid-19 era

I hope this information is helpful to you and allows you to reflect on the need for sustainability in future ventures.

Keep in touch.

Montse.

Changes in the business models of Cultural companies

From the Innova Institute de La Salle - URL this week we have been working on the analysis of how companies in the Cultural sector are adapting different components of their business models because of the Covid-19.

We have found adaptations of their models in the value proposition, in the ways of distributing their products or services, in the selection of their target audience and other more components. Unfortunately we have not found many changes and adaptations in the income section. Even so, the research carried out is interesting and I think it will give of itself for a not so informative and more scientific article.

The article has been well received by the press and it has been published directly in several magazines, and it has been referenced in others.

You can read it here:

Audiovisual panorama: Nine keys on the adaptation of business models of cultural companies by COVID-19

Entrepreneurs Magazine: How to adapt your business model if you are a cultural company

Today's Economy: Nine keys on the adaptation of business models of cultural companies by COVID-19

Senior Manager: Nine keys to adapting the business models of cultural companies due to the coronavirus

If you are interested in Marketing for Cultural Industries, you may also be interested in an article that I wrote on February 18, 2020 about growth strategies and about the help to create strategic plans of the Department of Culture of the Generalitat.

You will find the article here: Cultural Marketing - Digital Marketing for Cultural companies in 2020

I hope this information from you is useful.

The next article that we will prepare from the Research Institute is about the forced digitization of companies ... it is titled something like "Adaptation or digitization", when we have it finished, I share it through the blog and social networks.

Keep in touch.

Hope it all goes well for you

A hug

Montse.