Data, or it didn’t happen!

Data or It Didn't Happen

All marketers know the importance of retaining data from any campaign or project. If you’re not aware, then read on to find out why it’s important for your business.

What is data?

Many of you will remember first using data at school, for experiments in Science, or in Geography and Maths tasks. Data is any collection of figures that are monitored over a certain amount of days, weeks, or even months and years.

In Marketing, there are many types of software and websites that can track progress and provide you with useful information. This data can then be used to:

  • Help increase conversion rates
  • Increase your sales leads
  • Improve the quality of leads
  • Better understand your prospects 
  • Refine your target audience

Ways of data tracking in Marketing

Google Analytics

The uses for Google Analytics go on, and on… It is one of the most useful, multi-functional tools, and has blessed the marketing world with its resources. We’ll try to keep it short and sweet however, because we could go on for a (very) long time about the use of Analytics.

Tracking

When users to your website view a page, this tracking references a JavaScript file which then completes a tracking operation for Analytics. The Tracking ID retrieves data about the page request through various means and sends this information to the Analytics server.
Tracking IDs allow you to see where your visitors have come from. Whether it’s a call to action on an email marketing campaign, paid or organic Social Media posts or, paid or organic search engine links that go straight to a website page of your choice. Event tracking such as mobile app downloads and form fill outs can also be tracked.

Where your audience come from

If you have no clue where your audience come from, Google Analytics gives you a complete insight of how, and exactly where, your leads reach your website and call to actions. You are shown the overall amount of sessions each channel receives, which can be broken down for specific campaigns and social channels. Offline marketing, such as print adverts, can also be tracked believe it or not! You can set up a unique link for your audience to follow, or set up a Quick Response (QR) Code which takes your audience straight to the web page, which will appear under direct channels.

Embrace keywords

Finding the keywords that will bring visitors to sites from search engines is a must-know for Marketers. Seeing them in a table helps any company ensure their website is appearing for the relevant terms in Search Engines.

To monitor your best performing keywords and ensure you hit them, it would be great if you set up campaigns which target these keywords. Linking back to your Tracking ID, the keywords that users input into a search engine and use to find your website will be picked up and placed into your analytics account. This data will be expanded by the actions taken by the user. If they immediately click off your website, the bounce rate for the keyword will be increased (which is not good). It picks up the session time of the page, along with whether the user makes the decision to complete a purchase which adds to your conversion rate (which is very good)!

Keywords and search engines are decided by the relevancy of the content on the page and the keyword itself. If the keyword doesn’t match the requirements of the page for the search engine, then there is little chance your website will appear on the first page of results.

What about mobiles?

Google Analytics can show you what devices your audience are on when they enter your webpage. This means, if you don’t have a website rendered for mobiles and the majority of your visitors are on mobiles – MAKE IT FOR MOBILES! If not, you are missing opportunities for potential leads, because when customers see a poorly configured website on their handheld, it’s bye-bye from them and hello to a higher Bounce Rate.

How is your site coping?

The behaviour of your website can determine how your customers act on it. Analytics can indicate any slow loading pages, and tell you how long users spend on the site. Both of these can be issues within a page itself, allowing you to alter the content, or amount of media to change how the page performs. If a page is bringing in no data, then this could be down to a broken link, helping you regain users to the page when the issue is fixed.

Overwhelmed?

Google Analytics is an absolutely invaluable source for marketers, but it can be a lot to take in if you are not familiar with the system. If you need a hand deciphering the data, we can help! Get in touch today to speak to one of the team.