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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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.

Continue reading “Act on your business data and outperform your competitors”

Data is the beauty and downfall of web analytics

It may seem a very strange thing to think that data is a downfall of analytics, surely there can’t be such a thing as too much data about your website…?  The long and short of it is that in many situations, people in organisations like to surround themselves with figures, producing reams of reports rather than any actionable insights. Continue reading “Data is the beauty and downfall of web analytics”