We’ll design your analytics strategy to closely align with your business objectives. This will ensure your custom reports provide your team with clear business intelligence.
You will also be able to quantify the effectiveness of our digital marketing and technology services in real-time. We’ll work together to assess which strategies and channels are providing your company with the highest value and ROI.
As a result, you may decide to invest more into a specific digital marketing channel.
We’ll begin with a fairly high-level assessment of your industry within the digital space. We will study your competitive landscape in order to understand the degree of effort required within each channel for your brand to succeed.
Once we understand your industry, we’ll study your brand and estimate its digital reach and market share. These market research insights will help guide your business decisions on how to position your brand for long-term success.
Your digital property will need to be properly tagged in order for us to generate a proper baseline. We’ll create custom reports based on your KPIs, business requirements and channel specific strategies.
For example, we may create a report which tracks prospects as they travel through your digital marketing funnel. This report could reveal the degree of user interaction with lead generation forms and email marketing campaigns based on which blog posts they read or social media engagement with your brand.
Channel specific inbound marketing campaigns such as content, search and social must be continuously tracked. Their effectiveness should not be considered independently since these digital channels are highly integrated.
For example, a report for an organic search campaign may reveal significant progress in rankings and long-tail keyword reach. In this case credit should be shared between all the channels and sub-campaigns which influence rankings (i.e. on-page SEO, off-page SEO, social marketing, content marketing, etc.)
The key to analytics for content marketing is to identify how each piece of content influences client behavior. Properly filtered data will reveal user intent which should be leveraged to optimize content and value.
Imagine being able to identify a formerly unknown referral source of prospects and as result making a decision to provide additional content at the source. How do you think this would influence the lead generation metrics on your site if these prospects were already presold and ready to buy?
Whether we’re talking about organic, local, paid or on-site search, the overall digital search space has significantly evolved in the past few years. Creating intelligent reports is essential since users intent varies within each search channel.
For example, tracking first time visitors/prospects that arrive via non-branded search queries is quite different from analyzing site search data for repeat visitors who are both familiar and loyal to your brand.
Now imagine using 3rd party aggregate user data for market research and competitive analysis purposes. Not only could these insights help guide your content marketing strategy but will allow your team to set realistic expectations based on the competitive landscape.
We’ll measure the effectiveness of your social campaigns by analyzing your social graph. We will look at your followers across multiple social platforms to understand who they are and how they perceive your brand.
Cutting edge digital tools will help us identify when your followers post content and find new influencers in your industry. Imagine having the ability to easily compare your social graph to that of your competitors. This will not only help identify social media gaps for your brand, but also assist with recognizing opportunities while learning from competitors and industry affiliates.
With the right analytics tagging implementation we could help you extract insights into the most granular user behaviors on your site. These reports will help you identify the reasons behind user drop-offs or bounce rates and optimize for targeted calls-to-action.
At the end of the day, you’ll need to ask yourself, what does all this data and all these reports mean for my brand and my company? What are my top three analytics objectives?
They may include: