News & articles.

Variance analysis: sales, revenue or margin bridge?

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Price volume mix analysis: the complete guide

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Datama Webinar: Break Down Your Margin Live in Excel with Waterfall & KPI Tree

The step-by-step demo of the Waterfall & KPI Tree add-in that decomposes a margin variance into Volume, Price, Mix and Cost effects directly in Excel, through to a dynamic boardroom presentation.

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Stop getting your margin analysis wrong

How finance teams are finally fixing it in Excel. Every CFO has been there. The monthly close lands, margin is down 1.2 points, and the CEO is already asking: why? The answer is somewhere in a sprawling Excel workbook…

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Unlocking GA4 Benchmarking: How to Go Beyond the Default Graphs

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Datama x Acteurs Travel: THE data analysis solution for the industry's challenges

The travel sector (hotels, travel, OTAs, tourism marketplaces…) is under constant pressure: seasonality, changing customer behavior, dependence on varied and often costly acquisition channels (Google Ads, Meta, meta s…

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Marketplace & online pure players: why Datama is your strategic ally?

The marketplaces sector (multi-vendor e-commerce, service platforms, comparison shopping, online booking…) is faced with growing complexity: diversity of offers, multiplicity of sellers, high customer expectations in …

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Fixing the missing values issue with Datama “Fill in null value” function

Have you ever faced challenges in properly attributing metrics across different dimensions when analyzing KPIs? Consider this scenario: you have two separate tables. The first breaks down transaction data by country a…

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How to send Datama notifications by webhook via an orchestrator (GA4 BQ GCP example)?

Datama can be used to send messages containing analyses or alerting, but sometimes the data is not available at a fixed time. This is the case, for example, with GA4 interday data for web players. In such cases, Datam…

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Mix effect of weather on sales revenue

Have you ever considered how weather might influence a company’s performance? To what extent can it make an impact, and how? Perhaps you’re aware that weather affects KPIs, but not in enough detail to explain its infl…

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GA4 and BigQuery: towards more complete data with Fresh daily tables?

In our previous article, we explored the behavior of intraday and interday partitioned tables in GA4 and their evolution. Today, we're taking a look at an option available for GA4 360 accounts in BigQuery: the . These…

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Why is the waterfall an essential tool for analyzing and understanding performance?

When analyzing data, understanding the reasons behind performance variations is often challenging. Whether you're investigating a sudden drop in conversions or a fluctuation in revenue, it’s crucial to pinpoint where …

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Google Analytics 4: Intraday Big Query data limitations

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Hourly anomaly detection and explanation on GA4 (Google Analytics 4)

Being aware of anomalies happening your website is a constant challenge and any waste of time could cost a lot. Being notified as soon as they happen and getting the explanation for the change can save a tone of money…

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The importance of looking at short term vs long term performance in Business

In the dynamic landscape of retail business, analyzing business performance is paramount. Dissecting this evaluation into short and long-term perspectives is crucial for sustainable growth and success. While short-ter…

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How to Transition to a Career in Data Analytics: 5 Tips for New Analysts and Career Changers

In 2023, up to 32% of people aged 25 to 44 have considered changing their careers. Changing careers is becoming more common and less stigmatized, with many companies even valuing the diverse skill sets that varied bac…

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Using Datama with Google Analytics 4: A Guide for Web Analysts

Before diving into the analysis of a website's performance funnel, an essential step is to optimize the data to conduct more relevant analyses. With the recent migration from Universal Analytics to Google Analytics 4 …

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Category management: how to identify the biggest business opportunities

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Supercharge your user journey analysis with Sunbursts and our custom GA4 repository

You may already be familiar with sunbursts, the circular diagrams that visualize hierarchical data and analyze user journeys on a website. In this article, we offer a few tips on how to best leverage these diagrams to…

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Revolutionize your dashboard with smart Waterfall from Datama Extension for Tableau

Data analysis is a crucial component in making informed decisions and driving the success of any business. As the demand for data-driven insights continues to grow, organizations are constantly seeking ways to simplif…

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5 Fundamentals of Problem Solving

In business, academia, and even one’s personal life, we are often faced with unexpected situations. The ability to efficiently find solutions for complex problems is an essential soft skill to have in your arsenal. Th…

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Anomaly detection and explanation with Datama

In a constantly changing digital world, the amount of data you have to analyze is always increasing. It becomes long and tedious to do daily analyses of each stage of your conversion funnel, or to analyze the traffic …

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How to take into account market trends in your performance analysis

In web analytics, whether your KPIs (Key Performance Indicators) are up or down, all or part of the variation is not necessarily explained by a bad or good performance of your product or acquisition teams. It can simp…

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How to track your media campaigns with Datama ?

You spend a significant budget in traffic acquisition campaigns on your website through different channels and you want to have a global vision of their performance and analyze in two clicks what are the leakage point…

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How to analyze the impact of your consent tool on your performance indicators?

You have implemented a consent tool or CMP (Consent Management Platform) such as Didomi, Axeptio or others, following the GDRP (General Data Protection Regulation) regulations, and you would like to explain its impact…

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True or False: A/B testing

You are new in the field or you are an expert, you are going to launch your first test or you carry out A/B tests every day; or you are still looking to discover new things around this notion… The Datama team has gath…

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What does CRO mean?

During talks with your colleagues or in marketing meetings, everyone uses the same acronym: CRO. This acronym can even be replaced by the term . But what is it exactly? Let me tell you. 1. CRO? What does it mean? CRO …

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The steps of a well-lead CRO approach

Previously we presented in another article what CRO (Conversion Rate optimization) means. To well understand this acronym is a requirement before implementing a CRO approach. To optimize its e-commerce website, it is …

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How to use Google Analytics to optimise your conversion rate?

Google Analytics, particularly its latest iteration, GA4, is your ideal partner for optimizing your eCommerce website! With the advanced tracking capabilities of GA4, you can delve deeper into user sessions, events, a…

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Some e-commerce trends

What is happening on the e-commerce's marketplaces? Good question: here is a summary of some e-commerce trends

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Getting value out of a sunburst

A sunburst looks smart on a slide but rarely drives action. How extra modelling on top of journey visualisation turns it into real CRO insight.

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How to build my business market equation?

When you’re looking at your business performance, you need to know your market equation to decompose all the effects that results of the raise or the fall of your activity and be able to understand where you should ac…

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What is covariance?

ARTICLE We define covariation as a statistical measure of the joint variability between two variables. You aregoing to encounter this statistical measure more often than you think.For example if you are trying to unde…

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How to analyze your web performance analysis ?

WEBCONF / HOW TO TURN YOUR WEB PERFORMANCE MONITORING INTO A FAST, PRIORITISED AND VALUABLE DECISION? Datama is pleased to share with you the conference realized jointly with Pierre & Vacances on the occasion of the l…

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How to analyse the performance of an email marketing campaign?

As a Campaign Marketing Manager, you oversee email marketing campaigns since you are born and your management fully relies on you to carry out your operations, but how often have you managed to prove to them and to ma…

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Datama Compare for consulting usage

Datama Compare makes your life easier for explaining the gap of a KPI between two segments, which is a classic in consulting and analytics in general. Find out in this deck some use cases of Datama Compare usage, and …

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What on earth is driving my conversion down this week?

Have you ever been trying to explain what was driving the gap of a KPI and just been overwhelmed by the number of effects coming into play? Then you might find the following article quite useful… At Datama, we're pass…

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