Advanced Data Analytics and Reporting
Digital marketers on all levels in an organisation need to demonstrate how their digital initiatives impact the business bottom line, and the value they add to justify existing and future investments. Marketing analytics also helps to better understand where to spend your marketing dollars, where to optimise and identify roadblocks with user experience.
Our Digital Strategy team at Evolution have successfully launched many websites and we've worked closely with our clients to implement advanced tracking and reporting solutions to ensure the new website is providing value for the organisation. Our tailored approach to analytics and reporting ensures that your website is collecting relevant and insightful data on user engagement and behaviour.
Our analytics and reporting services involve three key steps:
1. Crafting a measurement plan outlining business objectives and KPIs
2. Implementing website tracking relevant to KPI’s
3. Build custom dashboards that automatically segment out key data
Measurement Plan
Before implementing any website tracking, we build out a well thought out measurement plan to identify what the real purpose is the website, and form an objective set of measures to identify effectiveness of the site and campaigns. Working with key business stakeholders, we build a measurement plan that considers ultimate business objectives, business goals, key audience segments, key performance indicators (KPSI’s) and targets for each KPI. This forms the basis for the customsed tracking we will implement, and is a key component of the wider digital marketing strategy.
Customer Journey Mapping
The measurement plan will be broken out by the customer journey mapping formed during the UX and discovery process. A customer journey map visualises the process a user goes through to achieve a company objective, such as making a purchase or requesting a quote. The map considers key customer events, customer motivations, and customer pain points. Through understanding this process, you can structure your marketing touchpoints to create the most effective process for customers. This is a key component of the measurement plan, as we align each step of the customer journey with relevant goals and KPIs, as well as key audience segments that need to be considered at each step of the journey.
KPI’s
KPI’s for each business will depend on the nature of the organisation, their goals and user touchpoints. Our measurement plan will consider metrics from all kinds of sources, both digital and non digital. Metrics related to website behaviour, are typically a key part of the measurement plan, especially when considering all digital advertising touchpoints. When building the measurement plan, once we understand the goals of the site, we can translate these goal to specific user actions, from reading an article, watching a video, filling out a form to purchasing a product or applying for a quote.
Custom Tracking Implementation
Once we have defined business objectives, goals, KPI’s and targets in the measurement plan, we will deploy tracking to website that allow us to measure performance against KPI’s relevant to website behaviour and understand user behaviour to optimise the website and marketing campaigns.
Website Analytics tools such as Google Analytics are built for millions of different types of websites, to service the local landscaping business website, to large ecommerce websites such as Amazon. Therefore the data these tools provide by default, do not provide data relevant to your organisational goals and targets. Therefore custom tracking implementation is needed to provide your business with data relevant to your business.
There are lots of different valuable types of behaviour we can track, and when utilised, this data will effect your bottom line.
- Online donation tracking
- Ecommerce funnel tracking
- Content engagement tracking
- Tool tracking
Google Data Studio Report
To get value out of the data collected, the data collected of course needs to be segmented and analysed.
Once we have implemented custom tracking, the data available to you can be quite overwhelming. When analysing web data, in order to gain valuable insights the data needs to be segmented. We do this segmentation for our clients, creating dashboards using Google Data Studio that segment out the key relevant to your measurement plan. Our dashboards are simple and engaging, we take advantage of key design principles to help you understand the story the data is telling quickly, easily and accurately.
We can employ a number of data visualization tools to suit your needs, such as Tableau, Microsoft Visio, Omnigraffle, but we typically like to employ Google Data Studio as it is a free platform, integration capabilities and ease of use.
- Complex e-commerce journeys
- Content engagement (for content driven sites)
- Membership platforms
- Sales/Booking data