Ryan Mitchell
Marketing Analytics Strategist
Ryan Mitchell is a marketing analytics strategist specializing in campaign measurement, customer journeys, and marketing performance. He writes about analytics, reporting, and data-driven marketing strategies, helping SaaS and B2B teams measure what matters across every stage of the customer journey.
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No-code analytics tools: Benefits, types & examples
You shouldn’t need SQL knowledge or a developer every time you want to understand your business data. No-code analytics tools let marketers, product teams, and business users explore data, build reports, and monitor performance through visual interfaces instead of writing queries. From tracking customer journeys to analyzing marketing campaigns and creating dashboards, these platforms make […]
The importance of machine learning in analytics
Analytics is now part of everyday decision-making. Most organisations collect data continuously from systems, websites, transactions, and external sources. The challenge isn’t access anymore. It’s turning constant data flow into decisions people can act on. That’s where machine learning in analytics earns its place. Instead of relying only on static dashboards and fixed reporting cycles, […]
How to integrate offline and online data for a 360°customer view
Customers don’t interact with businesses through digital channels alone. They book appointments, visit stores, speak with staff, and make purchases in person. But these interactions often remain disconnected from the data businesses collect online. Integrating offline and online customer data helps connect these touchpoints, making it easier to understand customer journeys, identify service bottlenecks, and […]
How event tracking and test automation work together
Your signup form works. Your automated test passes. Everything looks fine. But what if the signup event never reaches your analytics platform? Your product might be working perfectly while your reports show fewer conversions than you actually generated. And if your marketing team uses those reports to evaluate campaigns, the problem goes beyond a missing […]
White label analytics explained for agencies and SaaS teams
A client opens a performance dashboard and sees a different company’s logo. The insights may be useful, but the experience reminds them that the reporting belongs to someone else. White label analytics lets agencies, consultants, and SaaS companies deliver dashboards and reporting under their own name. It can include branded domains, emails, client access, and […]
Chasing vanity metrics? Here’s how to shift your focus to real impact
You’ve just wrapped up a new marketing campaign, and the numbers are rolling in. Your social media engagement? Through the roof. Website traffic? Skyrocketing. It feels like a victory, right? But as the dust settles, you start to wonder: What’s actually changed? Are these numbers really helping your business grow, or are they just… numbers? […]
UTM parameters and how to use them correctly
You can drive plenty of traffic and still have no clear view of what actually worked. That is usually where campaign reporting starts to fall apart. UTM parameters give marketers a simple way to organize traffic across channels. Adding clear labels to your links helps you see where visits are coming from and which campaigns […]
Omnichannel analytics explained with examples and metrics
A customer discovers a product through social media, compares it on a laptop, asks support a question, and buys at a physical location. Four systems may claim parts of that journey, but none necessarily sees the outcome end to end. Omnichannel analytics connects eligible interactions across channels so teams can understand customer journeys, diagnose gaps, […]
Reporting vs. analytics: What’s the difference?
Have you ever opened a report and wondered, “What exactly am I supposed to do with this?” You’ve got the numbers, the charts, but they don’t exactly tell you where to go next. That’s the classic gap between reporting and analytics. Reporting gives you the basics: what happened, the numbers, the charts. Analytics takes it […]