Web Analytics For Digital Marketing

Web Marketing Analytics

You know that marketing analytics (often referred to as web analytics) is important so you check your Google Analytics on a regular basis.  You review your website traffic analysis and you can see that people are coming to your website but you’re not getting the sales or leads that you would expect to get.  

You have to wonder to yourself, “what the heck are these people doing on our site and why aren’t they doing what we need them to do”.

Google Analytics is indeed a powerful web analytics tool and almost every question that you have about your digital marketing performance and/or your website’s performance can be answered with the information that is captured by Google Analytics and sometimes that’s the exact problem.  There’s just too much information or you have to be a data scientist to extract the data properly to get the answers to your web analytics questions.

Our web marketing analytics services focus on three primary areas of focus to assist you in knowing what is happening with your digital marketing efforts.  Those three areas of focus are:

• Measure
• Analyze
• Manage

Web Analytics: Measure

If you’re not measuring your web analytics, you are just guessing, when it comes to your marketing investment.  At the core of any analytics program is the ability to capture data or to measure what is happening and Google Analytics does an impressive job of capturing data.

However, as your marketing strategy becomes more detailed and you use more channels to drive potential customers to your website, the need to “setup” your web analytics tool, like Google Analytics, to capture the right data from the various sources that you will be using to drive website traffic.

Our web analytics experts at 3Sixty Interactive will help you in planning ahead, before you launch that next digital marketing campaign, on how to make sure that your Google Analytics tool is setup properly to capture the correct data, for every campaign.

Web Analytics: Analyze

Are your digital marketing campaigns supporting your company goals?  

The work that our web analytics experts do to look at and evaluate the raw data, that your Google Analytics web analytics tool is capturing, is when we can match up the data with the goals that you have for your company.

We’ll start by establishing the goals that you have for a campaign, landing page, or possibly your website.  We’ll then establish the Key Performance Indicators (KPI’s) that need to be measured to that you will always know if you’re getting a positive return on your digital marketing investment.

These KPI’s should mirror your customer’s buying journey since website visitors seldom, if ever, convert on their first, second, third, or often even their fourth visit to your website.

KPI’s that mirror the buying journey will bring metrics into your analysis reports that show activities in the early stages of the buying process.  KPI’s like paper downloads from your website, time spent engaged with the content on a product or service page, or possibly even a signup for your monthly newsletter.  

All of these examples are KPI’s that need to be setup within your web analytics tool.

Web Analytics: Manage

As your marketing efforts evolve and grow, so will the need to evolve your web analytics to continue to capture this necessary data and report it in a manor that will demonstrate the performance of your marketing efforts.

New markets, new products and/or services, new customer segments all represent common changes that require data management that will bring insights into your digital marketing investments.  By creating a process of continual web analytics management you’ll never have to guess about the ROI for your digital marketing.

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