Web analytics4 min read
Why do we believe in Web Analytics
Web Analytics is the one and only way to maximise your online marketing efforts and improve user experience taking a data-driven approach. Every successful online marketing specialist understands that he/she needs to recognise WHICH online initiatives bring (or don’t) the highest business value and WHY.
Collect the right data = make the right decisions
First, Web Analytics allows you to Collect the right and most accurate data from your website or app.
Second, it helps you to Analyse the efficiency of marketing channels and visitors’ user behaviour, so that you can make the right decisions by discovering opportunities and allocating areas that need immediate improvement. Knowing which channels carry the highest or lowest value and understanding how visitors are using your web asset by revealing what they like or don’t, is essential to developing a strong online strategy.
Third, based on the information you have analysed, you can Adapt your strategy, tactics and actions accordingly in an agile manner. Web Analytics is a great full-circle method for leading your business to success.
How Web Analytics works
Web Analytics is an established, solid, and well-proven model, which aims to capture valuable and clean data, visualise it in an easily digestible manner, and support data-driven decision making. This allows you to take measured and aligned with your business goals decisions.
- Measurement plan
To achieve maximum effectiveness in Web Analytics we need to identify Key Business Goals (KBG), which we can then translate into Key Digital Objectives (KDO) and map them out as corresponding Key Performance Indicators (KPI). In some cases these include quarterly or yearly targets, which enable us to measure performance.
- Data sources & workflow
With a well-defined Measurement Plan in place, we define what data sources will provide the required information and what tools and processes will enable us to collect, analyse and visualise insights.
- Implementation plan
This very important step is where we determine how individual KPIs will be measured by specifying appropriate dimensions, metrics, filters, segments, events and goals.
- Tagging plan
A Tagging plan is a spreadsheet that we can use as both a project management tool as well as a reference document. This is where we add all events (and their properties) to track, where and how we’re going to track them and why. It is important to keep track of and stay focused on all your website metrics.
- Tracking & configuration
Test, test and test again! This step is where we need to keep an eye on your project on the daily and optimise it accordingly by looking at the current results. We will sometimes maybe need to perform some data cleaning, configure tools, set up flag alerts, and implement tags in order to test data collection. But don’t worry, optimisation is a big part of any successful business.
- Dashboard design
Humans are visual creatures so the easiest way to comprehend big data sets is to make it as visually pleasing as possible. The way we do it is by customising your dashboard in a way that makes insights easy to perceive and make sense of.
In order to make things easy for you too, we craft a personalised Handbook which explains each metric, so that you will be able to read, interpret and benefit from them.
- Governance & reporting
But our work doesn’t end there!
Even though we might’ve finished implementing all processes and analytics tools, our team of highly skilled professionals will continue to monitor your website’s activity and provide additional training, if and when needed!
So, what other services do we offer?
Our most sought after services include (but are not limited to):
- KPI workshops
- Measurement planning
- Analytical tagging
- Analytics platform implementation & set-up
Some of the tools we are using include: Google Analytics, Google Search Console, Google Tag Manager, Google Data Layer, Bing Webmaster Tool, etc.
- Dashboard design & set-up
Some of the tools we are using include: Google Analytics, Google Data Studio, Klipfolio, Cyfe, Supermetrics, etc.)
- Stakeholders educational workshops
- And more…
*All of our services are carefully selected and customised based on our clients’ profiles. We strongly advise you to give us a call, so that we can have an individual consultation and provide the most effective plan based on your business needs and goals.