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If you’re investing time and money in Digital Marketing, then you need to know how your website is performing. Using an web analytics package like Google Analytics offers an off the shelf product that is free and easily installed. But we’ve no doubt your boss will want to know more about this package – as such, here are the answers to the questions they’re likely to ask.
Google Analytics will become your eyes and ears (sort of) as it has the ability to tell you where your site is lagging as well as inform your forward marketing plans. Even your business decisions can be improved with the context web analytics can give you about your product and your audience.
To the Marketing Managers of the world – with Google Analytics you can clearly see value to campaigns, and as such, any credit your role will take. Equally, when times are tough Google Analytics is likely to be your light in the dark when you’re searching for answers.
Yes. There is more to this answer, but ultimately roughly half of the sites sampled in W3techs review had Google Analytics in place, so it can’t be a load of tripe. However, there are some considerations; namely session limiting and sampling, but that’s why Google Analytics Premium exists.
It is not the only analytics solution out there though. Piwik is another free analytics solution, and at the other end of the scale Adobe Omniture Site Catalyst is a paid for service which can be highly tailored.
Minutes, if you have access to your site and can add code. Writing the right code takes a little longer, however Google have taken some of that pain away with the introduction of Google Tag Manager. Using GTM also decreases the reliance you have on using a Web Developer to add the code. You can create the tag in the GTM console and add it to your site via a Container you have in place on you site.
Not in the least. It can be used for:
Not only can you report back on what traffic sources or pages are making your boss money…
…but you can create a custom report or dashboard and schedule it to be emailed to the major stakeholders for optimum visibility…
The analysis really gets interesting when you consider what grouping of traffic sources are producing the goods for your site. It would be very naïve to assume a visitor lands on your site and converts just like that. If only it was that easy…
This is where getting to know Multi Channel Funnels will give you a ton of insight into the conversion behaviours of your site’s audience.
This may not really be a question your boss will ask, but it’s a good umbrella for explaining the ability you have to further enhance your analysis of your site’s performance online.
That should be a summary of the types of things to have up your sleeve the next time the boss walks your way. For all other questions, or to find out more about how Koozai can help get in touch today.
Confused businessman working at desk via BigStock
Talking Analytics With Your Boss Via Stripgenerator
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.