Collecting, analyzing and extrapolating data is what separates the pros from the amateurs in digital marketing.
With the age of digital looming in the 2000's, marketing changed forever. Today, successful marketing is a combination of deep learning, scientific reasoning, astute psychology and strategic executions through engaging art forms.
Today, successful marketing is where data and art intersect.
The web has empowerd shoppers and brought about profound consequences for anyone selling an idea, product or service online or offline. You need to take concrete steps to acknowledge the new climate and market - or be left behind. Luckily, the web is perfectly suited to a methodology of continuous improvement and iteration to face the realities below.
Users lead. Businesses follow.
Users are unbelievably flighty and impatient. Online, it is just too easy to find alternatives. If your website does not load quickly, is not accessible on a given device, or does not allow a visitor to easily find your phone number - a competitor's website will.
The almighty algorithm decides.
Algorithms, like Google's Search, make or break businesses everyday by determining which websites are the most relevant or authoritative for user search queries. Your online presence demands supreme vigilance.
You have to compete.
Users can conduct product research and comparison shop with extreme precision in just a few clicks. You can bet that they will be checking out your competition, and not just locally - small businesses have to compete with the likes of Amazon of other giants too.
Companies who invest in the people and tools needed to draw insights from data have a considerable advantage over those who do not.
A website is not a series of isolated pages filled with text. It has the potential to be a key financial and operational part of your business.
Stratagem takes the time to gain insight into your company culture, leadership, history and personality to develop a web analytics strategy that appropriately targets your unique goals.
A measurement plan defines your business's goals and the key metrics that can be used to measure their performance. Stratagem outlines a plan to define your business KPIs (key performance indicators), set realistic goals for them, and then determine the strategies and tactics that will be used to achieve success.
A correct Google Analytics code implementation is paramount to begin collecting accurate data. Stratagem will help ensure that your unique tracking code is installed and firing correctly, as well as filtering out redundant data like company traffic.
Enabling goal tracking allows you to see data about users who completed a conversion action on your website – such as completing a purchase or submitting a lead form. You can also track events on your website like clicks, video views and downloads. Both goals and events (likely defined in your measurement plan) require setup through Google Analytics.
Attribution modelling assigns “credit” for conversion actions to touchpoints along conversion paths. Users may arrive at your website by many different marketing channels, and understanding where they are coming from and what actions they are completing allows you to accurately assess where to allocate ad spend.
It is easy to get overwhelmed by too much data. Clear and concise reporting is a necessity for understanding performance and making optimizations.
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