Google analytics helps digital marketers qualify and quantify data from their business and the competition to drive continual improvements in their customers and potential customers online experience.
Define And Document Business Objectives
Defining business objectives is the first step in creating a measurement plan. Once a company has identified its business objective which the reason the company exists, marketers can use specific tactics and strategies to support the business in achieving its goals. A business could give create a mobile shopping app, use banner ads advertising sales items in its store or sell items through a website.
To increase awareness of a brand, a business may cultivate customers by engaging them in conversations that center around the companies products through blog posts and customer reviews.
Use the Right Tools, People, and Processes
The digital marketer’s tools may include Google Analytics, automation software, social monitoring and distribution. Hiring a digital analyst isn’t necessary. Businesses with an online presence need people who are committed to learning how to collect and analyze data. Digital marketers need to determine who is on their team and what their responsibilities are. Processes keep analysts committed to collecting and measuring data. Google Analytics can now track point-of-sale systems that are cloud-connected, video game consoles, mobile phone applications and connected home appliances to give businesses a comprehensive view across all consumer touchpoints including their website.
Improve Core Analysis Techniques
There are different ways to analyze data. The two techniques that are critical to data analysis are segmentation and contextualization. Segmentation allows for the isolation and analysis of subsets of data. For example, segmenting data by marketing channel will show which channel works best for increasing sales. Analyzing segments of data helps digital marketers understand what factors affect changes in their aggregate data. For example, each row in Traffic Sources reports table lets the marketer compare traffic segments to determine which sources are generating high-value customers purchases.
Another important analysis technique is contextualization. Adding context to data helps businesses determine if they are meeting performance goals. Context can be measured two ways—externally and internally. External contextualization can be benchmark data from the company’s industry competitors. This data can help a business understand how it performs against other companies in the industry. Internal contextualization is set based upon past performance. By using historical performance as a benchmark, key performance targets can be set.
Understand How Customers Behaviors Have Changed
Online marketing has changed the behaviors and expectations of customers. It has also changed the way companies compete successfully in the marketplace. When a consumer searches for information, they go to Google, check online reviews, or ask friends or family members on Facebook and Twitter. Before a consumer makes an online purchase, they may use email, social media, web browsing or search before making a decision. Successful marketing relies on a plan to reach customers across multiple channels.