Analytics & Data Analysis
Data really is the cornerstone of good digital campaigns. We are complete Data nuts, from setting up Analytics, ensuring cross domain tracking and conversion data, (including Ecommerce) is all working effectively through to Analysing what that data tells us so that we can set effective strategies and implement them effectively.
More details of our analytics services are below, we can also provide training on these aspects on Analytics – please see our training page for more details.
Consultancy
We are commonly asked to provide consultancy for clients looking to improve the quality of the Analytics data they have and effectively analyse what it is telling them. All data needs are unique and we offer bespoke solutions tailored to clients needs. Commonly this falls within one or more of three categories:
Problem Solving:
One of our favorite requests is problem solving Google Analytics data issues. Often Analytics setup can be complex and we are called in to help investigate and resolve problems that may be caused by issues including:
- Cross domain tracking
- Mistakes in tracking code or tags
- Complications caused by i-frames
- Third party data not accurately recording – or retaining user information
- Inaccurate conversion or eCommerce data that doesn’t tally against a CRM or database.
Often clients have identified a problem in their data but don’t know the cause and we need to investigate first. Either way, we love it. Accurate data if fundamental to devising and delivering an effective digital marketing strategy and we are adamant that our clients get this. Further, we’ve yet to be presented with a technical problem that we haven’t been able to resolve!
Analytics Setup:
We can help you get your Google Analytics setup right from the start – or redo you Analytics from scratch. Often we do this through implementing Google Tag Manager first (the two do really work very well together) and now we usually upgrade or install Universal Analytics to ensure that our clients get the best information available – including enhanced audience date and remarketing lists. We can also implement multiple Properties and Views, for separate reporting, block IP addresses (including clients own IP or spam bots from infecting site data), develop effective conversion tracking (including Ecommerce) and we are working on solutions to have Analytics make a good cup off coffee in the morning. Really, Analytics is an online marketer’s best friend. We want to ensure that the data you have meets it’s full potential.
Data Analysis:
It’s not just about ensuring that clients have accurate data reporting. We can also work with clients to identify trends in web traffic, such as audience information, detailing where conversions are coming from, which channels are bringing in the most traffic, which channels are bringing in the most valuable traffic and how well pages on the site are performing.
We have a good range of experience in Analysing data and can work with clients to help benchmark where they should be, run a SWOT analysis on where they are at and help devise strategies from the data that will help them achieve success through online marketing channels.
Benchmarking & Data Analysis
It’s one thing having accurate data reporting, but that data can only be as good as the Analysis. Please tap into our experience where you think we may be of use. We can identify how hard your media channels are working for your site – how much traffic they are bringing in and how well that traffic is conversing. From this we can help shape your media strategy and also make recommendation that can be implemented on the site – or specific pages to ensure that you are achieving the most from your traffic – and hopefully that you can get your visitors to return.
Please let us know if you would like our involvement. we can develop a solution that best suits you, whether it be top line recommendations through to more thorough Attribution modeling. Our clients have found that improvements made to strategy and implementation from the insights gathered from a bit of data analysis makes a tremendous difference.
Google Search Console
Google Search Console (previously called Webmaster Tools) is a fantastic Analytical tool, provided free from Google to help sites that it points to ensure that they are able to meet the standards that Google set. The most immediate benefit from this is improved SEO and Search Console is one of the fundamental tools that we use in SEO audits, review and development work for our clients. Among other things, Search console can be used to identify broken links, technical problems with the site, and importantly it can provide data on keywords driving traffic to the site – and report on how well a website is ranking on the Search Engine Results Page (SERPs) for those keywords – all pretty useful stuff, especially now that that data is no longer reported within Analytics. Many clients want to analyse this data themselves and we can help to ensure that Search Console is set up effectively, train clients to use it and help them to understand the information it is reporting.
Cross domain tracking
One of the most common issues that we see is when has multiple website (including subdomains) which link to each other, but doesn’t retain user information. So, rather than reporting on the original channel that brought the user to the site, the data is just reporting on the last domain the user has come from. Our usual best practice recommendation is to have all domains tracking within one Analytics account with full cross domain tracking implemented. We believe that we get cleaner data that way.
Please let us know if you think that this is a solution that could benefit you.
Ecommerce setup
Ecommerse tracking not only report on conversions but reports the actual value of a transaction. Absolutely vital to understanding the RIO. Whats more, this data reports nicely into AdWords and other campaigns and is extremely useful in Conversion Rate Optimization (CRO), enabling us to ensure that we are paying the optimum amount for traffic through you your site based on the return on that investment.
Conversion Tracking
Some of the most vital data that we need to report on is the final conversions that users complete. This may be a page view conversion, such as visits to a Thank You page, an event that is triggered, such as particular fields being filed out in a form, or the actual value achieved from an Ecommerce transaction. Either way, it is all extremely important for analysis on final impact of your website visitors.
Often client need help with creating conversions, sometimes they just don’t have the expertise, and sometimes there are additional complications that make establishing conversion data that bit harder. Conversion data is at the heart of Analytics and if we can be of use ensuring that this is set up effectively, please let us know. More often than not there is a simple solution, once you have the know – how!