Digital analytics is all about using data to drive change. But the data needs to be relevant to your business.
To get the most benefit from analytics you need to tailor the implementation to your needs. In this lesson
we’ll talk about how to create an analytics measurement plan that is specific to your business.
Good data is the foundation for making smart decisions. Managing and implementing infrastructure for this
data may require some time and effort, people, processes and technology. The larger your business, the
more involved this can be.
Let’s talk about the skills you need on your analytics team. You need someone who understands what the
business objectives are and the strategies used to support those objectives. You also need someone who
understands what analytics can do. Finally, you need someone with technical skills who can implement an
If your organization is large, you may need an analytics team that can support different business units. If
you have a small business, your measurement plan will be simpler, and you may be able to fill all these
needs on your own.
Once you’ve organized the right people to be involved with the planning conversation, decide what you need
to measure. Start with a measurement plan which identifies your business objectives.
The next step is to understand your technical environment by documenting your technical infrastructure. In
this stage you will be asking your team questions like:
● “What are our server technologies?
● “Are we active on mobile?”
● “Are we using responsive design?”
● “Do the technologies we’re using make it possible to track everything we need to track?”
One of the most important concepts in digital analytics is the idea of macro and micro conversions. A macro conversion occurs when someone completes an action that’s important to your business. For example, if you’re an ecommerce company, the most important macro conversion is usually a transaction.
A micro conversion is also an important action, but it does not immediately contribute to your bottom line.
It’s usually an indicator that a user is moving towards a macro conversion. It’s important to measure micro conversions because it helps you better understand where people are in on the journey to conversion.
Many times, when we talk about macro and micro conversions we discuss the idea of attribution. Simply put, attribution is assigning credit for a conversion. We want to assign credit to our marketing channels in order to understand the return on our marketing investment for each channel. If we spend $100 on a marketing activity our hope is that we will generate more than $100 in revenue.
The most common type of attribution is called lastclick attribution. “Lastclick” means that all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue. The last marketing activity gets all the credit.
Geolocation is when you visit a site and it automatically know’s your location and might give you a little message that includes your location. I think that’s pretty smart and it’s not actually that difficult to implement onto your website without the use of any high tech software system to do this.
How it works, when you visit a website you also bring a piece of information called an IP address (internet protocol) now this is a line of numbers separated by 3 dots. Now its by using these IP address's, it's how networking takes place across the internet, once your on the world wide web then you have an IP address that can trace your location.
You can get the geographic coordinates of the address, punch those coordinates into Google Earth, and see the building where that IP originated. I have done this. There’s not a whole lot of information in the address but it’s how you use it is the important part for internet marketing.
An example of how you can use the information is to target people from country to country and when visitors comes to your site you can then aim your marketing message towards them and then put their country at the end of the message
Another great way is to convert prices to the the local currency that the people are living in, looks great instead of having a generate price in dollar$ you can target the correct currency which may instill confidence in the consumers and they may make a purchase, I know if I had a tight decision to make between two products I could be mildly persuaded to the website I was dealing with that was using my currency
Other things that you could use the information from taken from the visitors address is you can tell them the
Geolocation is a powerful marketing tool that once people are coming to your site you can increase sales and drive more traffic to your site. If you have a place where you can implement it try it out and see how it goes
A lot of people just don’t understand how important search engine optimisation or better known as SEO is, when they are trying to build up business. Firstly there’s is a myth that just because your business is not online their Google ranking isn’t going to affect them or their sales. WRONG!!, very wrong.
Let me explain, say for instance your business is an Accountancy firm and you don’t have a any products that you sell online and really the only presence you have online is what I like to call a business card website i.e. it contains all the information that you need but lacks any real creative style but it just gets the job done. People that want to know your opening hours and telephone numbers and possibly some details of the company this is perfect, but it’s not really going to generate much extra revenue for the firm. And there’s a little bit of me that’s thinking, you could do soo much better if a little effort was made.
Take this scenario for instance, Bob is after starting a new business and its first business venture being self employed, not he hears all the radio adverts about his tax returns and he takes this as his call to action to get his tax affairs in order.