Analytics and Insights
What is Analytics and Insight?
Digital Marketing offers a vast amount of Analytics. Analytics is a process of measuring user behaviour through computer ‘cookies’ that help you understand their path throughout their journey. Insights is just as important as it will analyse this data to make sense of it.
What is the purpose of Analytics and Insight?
Analytics is what makes online marketing stand out above off-line (or traditional). It is a topic that comes up regularly around online privacy so more and more limitations are being put in place to minimise the amount of data that can be collected. However, there is still a vast amount of information that can be collected using tools such as Google Analytics.
These tools can be easily set up for basic functions, such as a users’ path to the site and activity whilst they are on the site but if they are set up correctly they can give you vast amounts of information and improve the return on investment of your marketing activity. That is the true purpose of analytics, to make sure that your time and money is spent effectively on the right marketing channels and to make sure your site is performing well.
Your agency should be setting this up correctly for you to help with accurate reporting and should also offer regular insights into what is successful and what isn’t, as well as running regular tests to improve your online activity.
No Pork Pies can…
- Set up your analytics package correctly
- Work with you to identify key performance indicators
- Track conversation paths from external entry to final conversion points
- Set up regular reports and insights to help you understand and improve your online activity
- Measure your return on investment through your marketing channels
- Conduct Multi-variant and A/B Tests to improve conversion points and paths within your website.
- Set up attribution modelling to allocate return on investment across the marketing channels and not just to the last click.
Other things to consider…
For a number of reasons analytical packages are never 100% accurate 100% of the time. For this reason you should look at trends in your data rather to inform your decisions rather than looking at individual numbers. Some reasons analytics might not be accurate include;
Anti-virus software can prevent tracking from being conducted on a site, this means not all users can be monitored equally.
Different analytics packages work in different ways, this means it’s rare to get the same figures with two different packages.
Contact us to find out how we can provide insight for your analytics.