Our analytics team is kind of like the oil in Harvest, keeping our campaigns running smoothly. We like to start every engagement with an audit of web analytics and campaign tracking code. We’ll make sure that goals are being captured properly. We’ll look for conflicts in tags and make sure that redundant tags are removed. We’ll deploy tag management if it isn’t in place and check for any speed issues that could be harming site performance.
The data sources we are typically working with are more complex than you would normally see from a simple web development perspective. We need to understand the path that customers took to reach your website as well as their behaviour on site. This means taking data from web metrics like Google Analytics or Adobe Analytics, from bid management software like Marin, and from adservers like Sizmek.
From a reporting point of view we will integrate multiple data sources, including first-party data like call centre conversions or TV campaign weightings. Then we can output reports into dashboards or reports in Powerpoint or Excel – whatever you need.
But our goal is to go further than this and to deliver actionable insight. For us, the stress here is on actionable – there’s no point in discovering that your target audience’s favourite colour is blue if you can’t do anything with that knowledge. Data can help us to tighten up targeting, but identifying the best times of day or day of week, or location, or preferred device to reach our customers. It can also help us to sharpen our messaging, through ad creative testing and – once the prospect is on your website – via Conversion Rate Optimisation.
Often our data services are delivered as part of a longer-term engagement – we can’t do digital marketing without getting lots of this stuff sorted out.
But you can also work with us on a project basis. Here are some ideas for where we can add value to your digital marketing:
- Web analytics audit and set up. We’ll deep dive into your current setup, check that goals are set up right, that the appropriate integrations are in place and that marketing channels are tracking properly.
- Dashboards. We can set up automated dashboards for you, either entirely within Google Analytics or by taking data into our reporting tool.
- Conversion rate optimisation. Working alongside our UX team we will look at drop-off points in your conversion funnel and devise experiments to improve response.
- Attribution modelling. Our standard reporting setup integrates cleanly with Abakus, who use game theory to identify your optimum channel and creative mix.