Analytics & Optimization

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54% of companies that extensively use marketing analytics end up with higher profits than average.

Marketing Progression

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Conversion optimization is all about maximizing revenues from existing traffic. SEO and content marketing focus on getting more traffic, but conversion optimization turns that traffic into revenue!

Marketing Progression:

  1. Awareness

We build awareness through various channels including:

  • SEO
  • Blogs / Articles
  • Infographics
  • Video / YouTube Channel
  • Podcasts
  • Guest Posting
  • Digital Ads (Google, Facebook / Instagram, LinkedIn)
  • Lead Magnets
  • Social Media
  1. Evaluation

Users who see your awareness campaigns evaluation if your message meets their needs / desires.

  1. Conversion

Users make a decision that you can provide what they need, and fill out your form, call your phone number, attend your webinar, and become a client.

  1. Loyalty

After user become clients, you continue to provide valuable information and client experiences that make them want to refer you to their friends.

All of the SEO work, ads, social posts, infographics, white papers, pdf downloads, e-books, and blogs are all for the purpose of generating conversions! Far too many people do all the work to create a site, and even traffic, but then don’t convert those visitors into customers.

Marketing Analytics

What Is Marketing Analytics?

The aim of marketing analytics is to optimize return on investment (ROI). In order to do this, you must be able to see your marketing performance. Yet, tracking the marketing metrics is only part of the picture. The data in itself doesn’t accurately reflect your business.

Adding the analytical layer to the metrics, allows you to put those performance metrics in context of your business. (This is where AI marketing tools fall short. AI can crunch number better than humans, but it can’t attribute value, and know what metrics mean on its own.) It’s only after we attribute value and meaning that the data becomes a tool for future marketing guidance. So marketing analytics is the process of gathering and tracking marketing performance, in the context of your business, in order to inform future marketing efforts and increase ROI.

The first step in marketing analytics is to actually track the marketing metrics- the data. A variety of tools are used to accomplish this.

What Are Common Marketing Analytics Tools?

  1. Web Analytics

The most common analytic tool for tracking marketing efforts is Google Analytics. It’s a free tool, with basic metrics in the default mode. Custom reports, dimensions, filters, variables, triggers, and tags can be created and combined to track just about anything! The drawback is that most of these additional features require professional help to set up. Other analytics tools that we use is Piwik Pro, and Mixpanel. Which one is best depends on your needs & requirements.

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  1. Visual Behavior Analytics

Hotjar and Lucky Orange are two of our favorite visual behavior analytics tools, though there are plenty of others available. These tools allow you to track how your website users actually interact with your page. This is done through heat maps & mouse/scroll recordings among other things. Google Analytics can tell you that people are exiting your site at a higher rate from a certain page. Adding visual behavior analytics can allow you to see why that is!

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  1. SEO Analytics

SEO Analytics allow you to see what users are actually searching for, assess page SEO health, possible on-page optimizations, backlinks, and more. We use several different platforms and applications for this. One of our favorite tools for this is Semrush. Another crucial one that you’ll want to have set up is Google Search Console.

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  1. Social Media Analytics

Each social platform have analytics tool to help you see how posts and campaigns are performing. Facebook Insights is particularly useful for most clients. You can see how people have engaged with your Facebook campaign, demographic info, click through rate to your website or landing page, revenue generated, and more.

Meta ads manager gives useful feedback for your ads campaigns on Facebook and Instagram. You can see conversion rates, overall ad spend, and determine ROAS (Return On Ad Spend). Looking at all of these can tell you if your ads are generating you revenue or if they aren’t penciling out. 

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  1. Email Analytics

Email analytics can be handled in several ways. Each platform has analytics that allow you to see performance metrics. Some of these are better than others. Then there are tools like Hubspot, Marketo, or Pardot that can give you a more integrated view of what’s going on, yet those can get pretty expensive.

It really goes back to the needs of the client. Understanding the most important metrics for your business and workflows is key to implementing the tool that will give you the information needed, without unnecessary cost.

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Key Performance Indicators

(KPIs)

What Are Some Marketing Analytics That Should Be Tracked?

It would be a good idea to track the following metrics on your website to ensure that your marketing dollars are being effective.

  • Page Views:
    This is the how many pages of your website a user viewed.
  • Sessions:
    A session is a group of interactions a user has with your website within a certain time frame. This is often from when a user enters your website domain, until they exit your domain.
  • Users:
    This is how many visitors had at least one session with your website.
  • New Users:
    Just what it sounds like! The number of first-time users.
  • Average Session Duration:
    The average amount of time a session lasts.
  • Bounce Rate:
    This is a really important metric. Bounce rate is the percentage of users who exit from your site after briefly viewing only one page. A high bounce rate means less revenue, and optimization is needed.
  • Conversion Rate:
    Conversion rate tells you the percentage of users that completed a goal. This could include submitting a form, clicking a CTA, or actually buying a product.
  • Traffic By Channel:
    This allows you to segment your traffic to better understand where it is coming from.
  • Traffic By Device:
    This tells you what kind of device people are using to browse your website. (Mobile, Desktop, etc.)
  • Time On Page:
    Time on page is another metric that can lead to value insights. It shows you the average amount of time a user spends on your site or webpage.
  • Call-To-Action (CTA) Click-Through Rate:
    CTA click-through rate (CTR) tells you how many people are clicking a “call to action” (button).
  • Shopping Cart Abandonment Rate:
    This is yet another super important metric to make sure and track! Your cart abandonment rate tells you how many people are putting a product into their cart, but not finishing the checkout process. There can be a bunch of different reasons for this, so clear visibility into your cart engage is really, really important!
  • Funnel Drop Off:
    This shows you where people are exiting your customer journey.
  • Cart Win Back Rate:
    Cart win back rate is the percentage of users that abandon a cart, then get an email or other interaction asking them to finish checking out, and then come back and actually finish buying the item that was in their cart.
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