Wednesday, September 25, 2013

5 Essential Web Analytics Tips for Smart Online Marketing

During the past, marketers were always searching for useful data—analytics data that could justify the dollars (and time) spent advertising promoting their product or service. But now, there is certainly often an over-abundance of information. It’s everywhere—web, mobile, social, offline and so on So where do you start? What should you do with the data? Listed below are 5 fundamental analytic truths you can follow to help you get where you want to be.

Tips #1: Think People and Process, Not Just Technologies

How do you measure ALL the data you might have coming in? Well, besides the analytics tools (as we all appear to be obsessed with technology), it’s important to possess the people and process in place too. Understand how, and when, to bring in (or build) an electronic analytics team. From there, develop a measurement arrange for each of your marketing initiatives. This plan ought to be outcome-focused, and should include input from the various stakeholders to understand what matters to them. Like your digital marketing manager would be thinking about metrics for example visits by campaign, user interactions (engagement), conversions, and perhaps repeat customer behavior. Your support manager, however, is probably not interested in some of the above. They want to know if those browsing support portal are finding answers for their questions quickly, so KPIs for example issue resolution time would be required for them. Take some time and care to thoroughly understand your stakeholders’ measurement needs. ASSOCIATED TUTORIAL: How you can Create a Data-Driven Culture

Tips #2: Segmentation - Do or Pass Away

Today, there’s more to data than just count pageviews (yes, many organizations unfortunately still report on complete pageviews and overlook all the non-pageview interactions for example video, downloads and rich media). Today’s analytics platforms for example Google Analytics, MixPanel, Flurry and others, are extremely powerful and allow us the ability to exceed simplistic hit collection, and also dive into rich data and patterns. It is simple to report and derive insights with visitor segmentation, have quick presence into buyer or non-buyer behavior, group content by asset kind, measure gated or ungated content consumption, and relatively very easily any cohort analysis. These are just a few views that may be utilized when segmenting your data. There are numerous ways to slice and dice the data to assist you gain the most beneficial insights on the visitors. Just find those that best suit your requirements.

Tips #3: Gone Would be the Visits - It’s All About the Visitors

System this data readily available, we have to look beyond visit-based (or session-based) analytics to some more user-centric view. Again, the analytics platforms today supply the means to examine the whole visitor experience and user cycle. Explore data for example where visitors originated from, what course they took between pages while on your site, and where they spent probably the most (or least) time during their visit and then in two or three visits later they converted and become customers. With this particular information, you’re able to gain increased understanding of visitors and how they interact with your content through the entire buying cycle. And, for the marketing ninja’s available, bringing offline visitor interaction into the mix is not really beyond reach nowadays.

Tips #4: Optimize The Most Important

As we mentioned earlier, it’s beyond the time of just tracking click-thrus or pageviews. You now want to optimize conversions on the everything digital. Take it one notch higher and optimize within the Lifetime Value of a customer. Put into place a method that gives you the capability to measure behavior and interaction across multi-devices and multiple channels with regard to (most) users which come from mobile, web, etc. By tracking by doing this, you’ll have a more complete view showing how each visitor interacts with your business an entire.

Tips #5: Deriving Insights Can not be Done in Vacuum

You’ll maximize the return on gathering, reporting as well as analyzing data, if you choose so consistently. Commit to the process and create a list of priorities along with a measurement “roadmap. ” Audit whatever you have periodically. Websites and mobile apps are constantly growing, so ensure your analytics implementation is in-line with such modifications. Then, save time (and frustration), and move through manual to automated reporting. Or else testing, it’s never too late! Pursue some quick wins and shine just like a star! Leverage data visualization tools such as Tableau and allow your stakeholders to have a clear road to insights.

No comments:

Post a Comment

Back to top ↑
Connect with Us

© 2013 Blogging Resource. WP Mythemeshop Converted by Bloggertheme9
Blogger templates. Proudly Powered by Blogger.