Learning to measure for Efficient Business
Hi all! Today I will start by taking you, in the journey to experiencing digital insights, through Web Analytics, so we have multiple videos coming up about using Analytics tools, a great medium for a business growth if used properly. Now, Let’s move into this course series!
Even if you have a great business going on, and if you are able to understand consumers data, based on behaviors on your digital platforms on its engagement and drop offs, so as to learn to see whether it is accomplishing its purpose or not is going to make more sense, on your online assets . It is actually important. In such a scenario you should be able to at least measure throughout your background data to be able to come up with solid meaningful plans that support your business goals overall.
For any successful business in today’s digital age, primarily what you are trying to do is in terms of business decisions, one thing is very common to ensure, is creating a compelling users experiences via measuring with these multiple data sets that matters to you the most and the best part is, they are easily available to you.
Simultaneously, you will need to attract more new users and gain their trust so that they become a repeated visitor in the many more days to come..
While we are talking about analytics, there are many stronger tools out there which makes your job easier. Let’s talk about Google Analytics for now. Once you set up your Google Analytics account by using a simple piece of code on your website. You are good to go. There is one more thing that you will be able to do with it, is, you can easily integrate to many other related sources according to your business needs.
However, once Analytics is installed, the tool provides tons of data to help you monitor visitors through your website usages. But this is just the starting point to identify your business traffic and how your business is performing digitally. But there are endless opportunities you can get out of Analytics tools. The more you go, the better reports you get out of it. To name a few, you will get reports which includes everything from the dimensions and metrics pertains to your owned & earned platforms and use them for an in-depth tracking, develop KPIs, work on meaningful online strategies, perform experimentation as well as keeping track of your business ROI acquired through digital means.
So, Let me break down to few points that would be more understandable to you in order to help you make a basic Informed Business Decision:
Visitors- You will be able to see where your visitors are coming from, which device they used, Demographics, visitor’s duration, pages they abandoned etc. It gives a fair understanding about the impressions your business is making digitally overall. Sometimes, chances are you might be able to get a larger number of visits but probably you are attracting irrelevant audiences and chances are they never converts, which is very much possible and are relatable in most of our cases. Thus, you may identify them and filter out from your report as well as targeting objectives. Also, You might be able to get an idea eventually which of your pages should require more attention and which of those pages are exceeding visitors expectations as well. This also gives you an opportunity to do modification and optimization as part of better targets, user experiences and ultimately conversions.
Search Engine Optimization- Since Web analytics can be interlinked to most of Google’s product, Google’s Search Console can pass reports to identify which keywords been bringing visitors to your site, which can be helpful for you to understand on which area of keywords you would be working to get better visibility in Search engines organically.
Goals – In a simple language, Goals normally means you want to be able to create a road-map connecting related data which are relevant, where you create your own funnel and to help you to track the customer’s journey based on the needed actions you are looking for. By also including those metrics which are primarily required for you or which elements you think can be an indicator to your business success and later analyse whether your goals are met.
Suppose you want to create a Goal where you can include to record, that you want improved online presence. And you want to create another goal, where you are in need to achieve maximum website traffic with better user experience through sessions & duration for example. And even goals such as Conversions by tracking specific user actions, such as purchases, subscription and collection of leads and so on. In a way you are basically helping yourself for you, getting into or inspired to be more strategically decisive, where you are able to actually address those stages of the customer journey towards the end of the funnel.
Setting up your goals in analytics are essential if your interests, slightly focused on tracking and measuring your digital progress and also you do not want to be overly obsessed with the multiple technologies in today’s digital world. It will help you to get refined data that are actually helpful and are into your primary lists to start the measurement process.
Track Campaigns Effectiveness- As a business, you’ll be constantly creating campaigns to reach your customers. right? Say you are running multiple campaigns and is not limited to sms, email, social media campaigns, Advertising campaigns, SEO, influencer marketing campaigns and the lists can go on. Now, You will need to be able to measure the impact of these multiple campaigns that you are planning or already created.
If you are not tracking them, you might end up pouring out your time and money on baseless assumptions. So with campaign tracking you are basically organizing those campaigns in an easy to understand report into your Analytics Account.
These are just the few go to lists while analyzing. There are multiple things that you can also be able to come up with such as creating Segmentations, Targets, Alerts and many more.
I will suggest you keep your data & analytics mind consistent though. Otherwise, it may get back to its previous configuration state.
Analytical Process
Let’s talk about how do you even start the analytical process, the proper one. Rather than following various answers from online mediums to complications. You need to first understand what could be your Organizational goal as part of the Digital Output. The purpose of your web analytics practices should be specific to your company in order to make your web analytics experience more fruitful. You will need to come up with action plans to find out the best answers while your strategic meetings with your vendors, Teams or even with the management occurs.
Your Action Plans focused on various aspects with headlines such as
- How your online portals should Represent the Company
- Target Group along with their Likings & Status
- Refined Data to make smarter decisions
When it comes to the further approach, there may be different ways you can come up collaboratively. There are always rooms for modifications as well. However let’s talk about 3 primary approaches to the web analytics process that you can use to get your analytical activities on the proper track.
- Creating Strategies for digital marketing
- Implementation & Refinement on web analytics
- Data specific Measurement
I am going to talk about these approaches in more detail in my next post in walk through & better descriptions.
Please note, the content has been created based on my own personal experiences and would differ from how other digital marketers comes up with, in terms of the concepts mostly. Till then stay connected.