Web Analytics won’t give you all the answers

Web Analytics tools like Google Analytics and Adobe Marketing Cloud  are fantastic tools for understanding what your website/app visitors are doing when they get to your site however, measurement and data capture traditionally only starts when they get to your website.

So how can you understand what happens before or after your website?

There are a number of tools that you should consider to get a view of the bigger picture.

Social Media

What posts are you placing and how frequently?  How many ‘Likes’ and ‘Shares’ do you have on these posts and how many people are following you?  Unless you have a click-through to your website, you can’t see in analytics how successful these post are.  I would recommend considering the data in your social media tools (Facebook, LinkedIn, Instagram, Twitter etc) to understand volume of posts along with audience measurement and topic interest; even in its crudest form this will highlight trends that will help your social efficiency and content strategy.

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Top 10 tips when using Web Analytics

Before I give my top 10 tips for making the most out of your web analytics, there are a few questions I want to ask you first.

  • Do you currently have a website?
  • Do you have analytics on your site?
  • Do you look at the reports in your analytics regularly?
  • Do you make any changes either to your website or the way you drive traffic to it as a result of what the reports are telling you?

I have asked these questions in conferences before and generally by question 4, less than 2% of those in room still have their hands up.  Web analytics is yet another thing we need to look at in our busy days.  But its worth spending that bit of time as will no doubt save you time in the long run.  Addressing those issues that have the biggest negative impact on your site first.

I’m now going to give you a quick introduction to the top 10 things I would recommend you doing with your web analytics, I will stay quite general as these things can get quite technical and I don’t want to bore you in the detail this early in the year.

When I talk to people about web analytics, many people still think that I do SEO.  Unfortunately, that isn’t the case.  Web analytics tools should be used by businesses of all sizes and across all sectors to not only perform better but focus their development, marketing and sales efforts.

Top 10 Tips with Web Analytics

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ABC of Analytics

The A, B, C of Google Analytics and metrics available.

  • Are you a business with a website?
  • Do you have useful content or unique products?
  • Is your desired audience attracted to your website?
  • Are you able to hold and convert the potential customers into loyal customers?

Using tools such as Google Analytics will help you not only understand who your audience is, what they are looking for and how often they are engaging with your site, there are host of other metrics that will help you improve your website and overall business performance but first you need to understand what is success for your specific website.

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Act on your business data and outperform your competitors

Businesses who leverage BI (Business Intelligence) outperform their competitors.  It sounds like common sense to me especially when you start to look at performance in more detail:

  • Financial performance is up 1.8X that of competitors
  • Decision making is 5.3X quicker than competitors, and
  • Data Driven Decisions are 1.8X more frequent than competitors

This is according to Digital Marketing Depot and IDG 2016 Data & Analytics Research.

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Ecommerce sales in May grew at the slowest level for 4 years.

According to the new British Retail Consortium (BRC), May’s e-commerce sales grew at their slowest rate for more than four years.

Online sales of non-food products grew by 4.3% in May, this is down from 13.7% a year earlier.  Non-food sales are at their lowest level since the BRC analysis started in December 2012, the BRC-KPMG Online Retail Sales Monitor found.

Across the UK retail industry, sales fell by 0.4% on a like-for-like basis from May 2016, when they had increased 0.5% from the preceding year. Sales rose by 0.2% on a total basis, down from growth of 1.4% a year earlier. This, said the BRC, was the lowest growth since January, once the distortions caused by a late Easter were taken into account.

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Google updates Store Visits Tool

Google’s Store Visits Tool tracks online interactions and their contribution to walking in store, giving a greater understanding of the multi-channel.

First, by using machine learning, Google has expanded the Store Visits Tool capabilities to measure store visits at scale including visits that happen in multi-story malls or dense cities like Tokyo, Japan, São Paulo, Brazil where many business locations are situated close together.

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Google offers free cross-channel, multi-platform attribution tools on analytics

Google claims that its new product will measure the impact of marketing across multiple devices and channels.  Although still in Beta, Google are working with selected advertisers and will roll out across a wider audience in the coming months.

Built off Adometry, an online attribution company which Google acquired in 2014.  Google Attribution is a new free solution Google offers as part of its analytics.

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