Now a days digital marketers are fueled by a Brand Vision.
How to use data and use it strategically for delivering business results is the core of advanced deep dive web analytics based on your business goals. Analytics is the foundation of how the business can reach great heights. Looking at the data and having a
Most people use statistics the way a drunkard uses a lamp post, more for support than illumination- Mark Twain
Then new Consumers:
Mobile reaches more than TV in India today. This impacts what they do. Growing media consumption has shifted between traditional and new environment and advertising thinking. New Competition, New media ecosystem (POE), new markets (regional geographies) and new technology are the parts of the new world.
Bringing analytics learning to provide business insights based on your business goals.
Types of analytics:
Web analytics, search analytics, social analytics, media analytics are four major analytics types.
Setting Goals in Analytics:
Goals and KPI’s help identify actions that lead to revenue, brand propagation and actions lead to abondonment and analytics help you achieve these goals. Half information is more dangerous, so setting the analytics to tag ‘each’ page and campaign is crucial. Media mix designs can be taken if you track each channel properly. Segmentation will come from what goals you have.
Segment Judiciously between brand and non-brand with separate goal for each bucket. Geography, landing pages, traffic sources, devices, registered vs non registered , day parting, converting vs drop offs and keywords segments need to be considered individually and collectively.
Consumer touch points have increased and a separate approach need to be implemented for each source and the medium with relative factors. If mobile traffic is growing, you need to have a WAP enabled website as early as possible. Keywords show how the brand association with people is.
Evaluate the Data:
- Time on site – where , how much, why?
- Average visits – how many, variance by segment?
- Abandonment: Where, why?
- Traffic Sources: which, on site behavior?
- User Journey – what does it tell you? Funnel
Top Web Analytics Reports:
- Conversion Analysis
- Landing Page report
- Paid search analysis
- Organic search analysis
- Site search commerce
- Campaign report
- New Visitor Analysis
- Visitor Network Analysis
Look Deeper with Sales Funnel:
Number of people came, what did they do? Setting benchmarks can be possible with the Funnel analysis across different segments.
Website = Shop
A small testing can make a large difference. Changing landing page and shifting buy now button can result in better conversion.
Search Funnel attribution model (last click or first click) need to follow the user behavior and analysis via A/B Testing and widening the Cooking Window for Consumer Cycle understanding. Delta airlines use the attribution model for a positive impact to find out that searching and buying lifecycle timeframe was about 7 weeks.
Winning actions stemming from insights fuel product enhancement, media mix, website content, creative impact, brand identity and technology investments as well.
Make sure you make the person incharge of data who understands your business!