Learning to measure for Efficient Business
Hi all! Today I will start by taking you, on the journey to experiencing digital insights, through Web Analytics, so we have multiple videos coming up about using Analytics tools, a great medium for business growth if used properly. Now, Let’s move into this course series!
Even if you have a great business going on, and if you can understand consumers’ data, based on behaviors on your digital platforms on its engagement and drop-offs, learning to see whether it is accomplishing its purpose or not is going to make more sense, on your online assets. It is important. In such a scenario you should be able to at least measure your background data to be able to come up with solid meaningful plans that support your business goals overall.
For any successful business in today’s digital age, primarily what you are trying to do is in terms of business decisions, one thing is very common to ensure, is creating a compelling users experiences via measuring with these multiple data sets that matter to you the most and the best part is, they are easily available to you.
Simultaneously, you will need to attract more new users and gain their trust so that they become repeat visitors in the many more days to come.
While we are talking about analytics, many stronger tools out there make your job easier. Let’s talk about Google Analytics for now. Once you set up your Google Analytics account by using a simple piece of code on your website. You are good to go. There is one more thing that you will be able to do with it, which is, you can easily integrate many other related sources according to your business needs.
However, once Analytics is installed, the tool provides tons of data to help you monitor visitors through your website usage. But this is just the starting point to identify your business traffic and how your business is performing digitally. But there are endless opportunities you can get out of Analytics tools. The more you go, the better reports you get out of it. To name a few, you will get reports which include everything from the dimensions and metrics about your owned & earned platforms and use them for in-depth tracking, developing KPIs, working on meaningful online strategies, performing experimentation as well as keeping track of your business ROI acquired through digital means.
So, Let me break down to few points that would be more understandable to you to help you make a basic Informed Business Decision:
Visitors- You will be able to see where your visitors are coming from, which device they used, Demographics, visitor’s duration, pages they abandoned, etc. It gives a fair understanding of the impressions your business is making digitally overall. Sometimes, chances are you might be able to get a larger number of visits but probably you are attracting irrelevant audiences and chances are they never convert, which is very much possible and are relatable in most of our cases. Thus, you may identify them and filter them out from your report as well as targeting objectives. Also, You might be able to get an idea eventually which of your pages should require more attention and which of those pages are exceeding visitors’ expectations as well. This also allows you to do modification and optimization as part of better targets, user experiences, and ultimately conversions.
Search Engine Optimization- Since Web analytics can be interlinked to most of Google’s products, Google’s Search Console can pass reports to identify which keywords have been bringing visitors to your site, which can be helpful for you to understand which area of keywords you would be working to get better visibility in Search engines organically.
Goals – In simple language, Goals normally mean you want to be able to create a road map connecting relevant and related data, where you create your funnel and help you to track the customer’s journey based on the needed actions you are looking for. By also including those metrics which are primarily required for you or which elements you think can be an indicator of your business success and later analyze whether your goals are met.
Suppose you want to create a Goal that you can include to record, that you want an improved online presence. And you want to create another goal, where you are in need to achieve maximum website traffic with better user experience through sessions & duration for example. And even goals such as Conversions by tracking specific user actions, such as purchases, subscriptions, collection of leads, and so on. In a way you are helping yourself for you, getting into or inspired to be more strategically decisive, where you can address those stages of the customer journey towards the end of the funnel.
Setting up your goals in analytics is essential if your interests, are slightly focused on tracking and measuring your digital progress and also you do not want to be overly obsessed with the multiple technologies in today’s digital world. It will help you to get refined data that are helpful and are on your primary lists to start the measurement process.
Track Campaigns Effectiveness- As a business, you’ll be constantly creating campaigns to reach your customers. right? Say you are running multiple campaigns and are not limited to sms, email, social media campaigns, Advertising campaigns, SEO, influencer marketing campaigns and the list can go on. Now, You will need to be able to measure the impact of these multiple campaigns that you are planning or already created.
If you are not tracking them, you might end up pouring out your time and money on baseless assumptions. So with campaign tracking, you are organizing those campaigns in an easy-to-understand report into your Analytics Account.
These are just a few go-to lists while analyzing. There are multiple things that you can also be able to come up with such as creating Segmentations, Targets, Alerts, and many more.
I will suggest you keep your data & analytics mind consistent though. Otherwise, it may get back to its previous configuration state.
Analytical Process
Let’s talk about how you even start the analytical process, the proper one. Rather than following various answers from online mediums to complications. You need to first understand what could be your Organizational goal as part of the Digital Output. The purpose of your web analytics practices should be specific to your company to make your web analytics experience more fruitful. You will need to come up with action plans to find out the best answers while your strategic meetings with your vendors, Teams, or even with the management occurs.
Your Action Plans focused on various aspects with headlines such as
- How your online portals should Represent the Company
- Target Group along with their Likings & Status
- Refined Data to make smarter decisions
When it comes to the further approach, there may be different ways you can come up with it collaboratively. There is always room for modifications as well. However, let’s talk about 3 primary approaches to the web analytics process that you can use to get your analytical activities on the proper track.
- Creating Strategies for digital marketing
- Implementation & Refinement of web analytics
- Data specific Measurement
I am going to talk about these approaches in more detail in my next post in a walk-through & better description.
Please note, the content has been created based on my own experiences and would differ from how other digital marketers come up with it, in terms of the concepts mostly. Till then stay connected.