marketing

What is web analytics, and does it all matter?

This article will give business owners the fundamental understanding of what is web analytics.

A lot of business owners are faced with the challenge of making sense of web analytics, thinking that driving traffic to your website is enough to deliver new business. Your website is like a bus and web analytics is the driver — you need to have one.

In reality, many businesses do not really know how to maximise the use their website traffic to drive leads and conversions. The website is built, the SEM campaigns are kicked off but then what happens next?

For modern business, a website can be the most crucial marketing platform that you have. Regardless of what type of advertising that you do, (radio, billboard, newsprint, TV, search, social) your website will generally outperform them all as they’re usually the first point of call for potential clients. They will want a single platform to check your products, services, your hours, your skills, expertise and other valuable information about you. When utilised properly, your website allows you to connect to your customers beyond simple conversations.

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(photo credit: Chris McElroy via linkedin.com)

So you have a website? Now what?

Web analytics measures basic and advanced metrics across your site; how many visitors, where they’re coming from, how long they’re staying, what they look at. It’s a means of measuring, collecting, analysing and reporting on Internet data for the purposes of understanding how a website is used by its audience and how to optimise its usage.

These are all valuable insights into how your website impacts upon your visitor. While having a wider understanding of the behaviour of your customers on your website, it is important to understand that business requirements and insights from web analytics is unique. A SaaS start-up may want to drive visitors to a sign-up form, while a publisher will probably want to measure time on page and similar engagement metrics. It’s important that you understand what metrics matters because this will give you the most relevant information in driving future marketing and business decisions.

If you can measure it, you can manage it.

Get the right people on the bus in the right seat and let web analytics drive each one to their destination.

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(photo credit: Sanchia Aronberg Calling all start up small business people)

 

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business, marketing

Design Better Ad Campaigns, Achieve Better ROI with Segmentation

Ads are everywhere but how can we get ahead in the fierce competition for customers’ eyes without compensating effort and budget?

Not all customers are the same, that is why the one-size-fits-all approach to marketing does not equate to better return of investments (ROI) for marketing departments. Knowing your customers and delivering a specific message directed to a target group is one of the most effective and cost-friendly strategies in achieving your business goals. But we never know where a consumer is going to be, what the consumer wants and which product characteristic the consumer needs at any point in time, so how do we do this?

Segmentation Defined

Segmentation is the division of a market’s customers into discrete groups along distinct commonalities, used to effectively identify and zoom in on customers’ characteristics and behaviors for the purpose of optimizing marketing ROI and customer retention.  Mind of Marketing blog site’s brief example of segmentation win-backs shows that it could be very tricky, however, doable. The process of properly clustering customers to achieve specific business objectives is complex and requires various data-driven analytic tools that are usually only provided by 360 data agencies. The goal-oriented process of segmentation, when done properly, could significantly help in improving your ROI by distinguishing your target customers.

 

Know Your Customer

According to Michael Savio, Head of Insights at Datalicious, segmentation allows entrepreneurs to learn much about their customers leading to a personalization of contacts. Personalization makes for a unique product offering for each customer based on their interests which could be used for future product suggestions. As enamored as we all are with big data, how can we funnel that down to what’s relevant and actionable?

How Datalicious Can Help

Datalicious, a global big data analytics agency, has the pleasure in filling that role by tapping into big customer data and using analytic strategies to help entrepreneurs come up with a proper context from gathered customer information so that you will not fall into false leads. Datalicious can refine gathered data and turn it into relevant insights that are actionable and usable, and help you design personalized campaigns which ultimately lead to customer loyalty.

If you are a new marketer, getting started with big data for segmentation would likely prove to be a daunting exercise. Dr. Frank Wyman enumerated the best practices and key trends in going about your segmentation in his research work. These listed practices tell us to take advantage of big data but in order to do so, you will need the proper platform that could handle the volume and variety of data. The expertise of Datalicious, rooted from decades of serving some of Australia’s biggest companies, could do this for you. Its capabilities to determine what is relevant and to determine the context of information could help you make better decisions for your business.

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