What You Can Measure, You Can Deliver

Google Analytics

Most companies measure with Google Analytics – over 66.2% of them – and rightly so. It is the best of the free analytics services – and “free” doesn’t mean basic in this case by any means. Google is the most used search engine in the Western world. They set the algorithms for ranking and they know how it all works in a way that other services can only guess at.

Google Analytics tracks a website’s traffic and so much more. Analytics has gone far beyond the days of site counters and now reports on customer behavior, mobile use, and even offline data from newly emerging technologies like Amazon Echo, Cortana, and others. For mass data collected by larger corporations over extensive channels, Google now offers a premium service, Google Analytics 360.

Google Analytics also makes viewing the data for casual observance easy. There is a high level dashboard view for a quick take on what’s going on. Users needing more information can delve deeper into the data from there and analyze in a way that makes sense through features that build reports on Funnel Visualization, Goal Flow, and Visitor Segmentation. Smart businesses can delve even further with dedicated data scientists or help from a data analytics or analytics & reporting service to really uncover what it is that makes their customers convert and to predict what changes will spur even more of them to not only conversion, but brand loyalty.

How Google Analytics Solves Problems:

With the advent of the smart mobile device came an inescapable reliance on the internet for nearly every need a human being has. We have to think hard about “how we used to do” so many things. We rarely compromise anymore because we have what we truly want at our fingertips.

What this does to the conversion funnel changes chaotically at least every quarter, if not every day. Businesses and technology are scrambling to organize the stampede of user customers. A single business needs to be able to keep track of how those users are interacting with their brand and across what channels. There are so many varying types of users accessing a single company’s website that the company is left wondering if their picture of their target demographic is accurate at all.

This leads to yet another problem: if you don’t know who your customer is, how can you keep up with the companies that have put customer experience and customer-business relationships first?

What about the money? How, in this new chaotic marketplace, can you predict the best ROI? Which segments of your customer base bring in the most cash? Which geographical areas your traffic is coming from so that you know where to place traditional advertising?

That’s where analytics, specifically Google Analytics, can help.

Google Analytics will first and foremost give you a picture of your web traffic and how each of your campaigns are playing out  – including data that will let you know how your offline initiatives are doing as in the location case mentioned above.

Ultimately, it will give you a measurable and predictive idea of which of your marketing plans will have the greatest success. You can build your strategy from data and even reroute plans based on data in real time.  

The benefits of Google Analytics work not only for your marketing and advertising teams, but across the company as a whole. Copywriters will write better when they know where in a piece they lose the most readers. Web developers will see how the page design affects the customer’s journey. Product development might find out that a product they are betting on has a high bounce rate, equaling zero interest.

By showing you each step the customer takes through the funnel, you’ll see where on your site customers turn the way you want them to and where you lose them. You’ll get a better picture of how key words do on your site – which is far more helpful than how they pull traffic across the board. Google Analytics takes you much further than SEO ever will – into a whole new world that you can now manipulate based on hard data.

The Future

By the end of 2017, it is projected that there will be 4.8 million homes with digital assistants. If the average home has four residents, that’s 19.2 million people accessing information with a new technology that is still confounding the marketing world. As everyone hastens to get a leg up in attracting these potential customers, understanding through data analysis is crucial.

The upside is that these devices will give data scientists a more detailed view of customer behavior, especially behavior in an environment where they are relaxed and ready to buy – the home. They will be able to see how a customer interacts with brands at certain times of day and in conjunction with other activities, giving the marketers of that brand foresight into just exactly when and how to target that customer.

How You Can Deliver with Expert Data Analysis:

Google Analytics is designed so that persons at any level within the company can understand and use the dashboard. However, there is a lot to be said for taking full advantage of the program with help from a data analyst that understands all aspects of the technology and can integrate it into focused strategies.

The Harvard Business Review found that data integration from data collected from multiple sources that showed a customer’s full journey, generated up to 8.5 times higher shareholder value.

It’s often not enough to just see the data. You need an experienced professional to not only interpret the data, but to predict it, treat it prescriptively, and to show you where and how to make changes that will lead to more conversions.

A lot of companies are already tracking their data, many of them with Google Analytics, but they’re only using it to make high level assumptions rather than to really investigate and make targeted decisions. By using experienced data analysis service providers, present in major cities like New York or Los Angeles,  you can set on course to crack the data conundrum.

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