Analyzing Analytics – Is Your Online Marketing Working?
You don’t need an advanced degree in analysis to analyze your website analytics. You just need to follow some simple steps to decide on whether your online marketing is working or not. Complex data analysis may be a bit more than you need, but analyzing the analytics to get a general overview is not too difficult.
In terms of what’s readily available, particularly for social media, there are four layers of measurement:
- The media layer with social tools and analytics about audience reach and engagement.
- The web layer, where after engaging on social media, someone interacts on your website.
- The middle layer is marketing automation, which is tracking engagement at an individual level.
- The bottom layer is your sales and CRM.
PTC Computer Solutions is in agreement with the experts on analytics in that we believe the first step toward strategy is measurement and data. After analyzing the data, there is the need to derive insights from it. Once you determine why certain things happened, then you can figure out what to do next.
Simple things marketers can do with Google Analytics
Marketers need to start by defining goals and goal values in their analytics. That changes the application from “what happened” to “how it’s impacting your business.”
For example, choose a goal, like newsletter signups. Then determine what dollar value to put on a newsletter subscriber (what a subscriber spends through the website). Once completed, it will become apparent as to things like estimated revenue of traffic. This is the value of traffic coming from social media and search to your site.
How to track conversions in Google Analytics
As long as you set up goals and goal values correctly, conversions get baked right into the application. To determine what makes for a successful conversion, marketers and bloggers need to define the measures of success. Mailing list signups are important, since that’s how you can drive sales of products. You might also add a a “book me to speak” section on the website. Tracking the success of different elements of your site will give you insights in to the success of these different parts.
Use an email service provider that allows for Google Analytics integration. Constant Contact, iContact, and WhatCounts are all good for email marketing. Another option for tracking conversions is using UTM (Urchin Tag Management) codes.
Create a tag that specifies the source, the medium and the link’s campaign. For example, the source is from your newsletter list, the medium is email and the campaign is the subject line or day you’re going to send it. That’s how to break out the traffic that comes to you.
Email is the original social network and the digital glue that holds everything together. When you first sign up, every social network asks for your name, mobile number and email address. Email is the common currency of the web.
Google Analytics Add-ons
Google Analytics has its own dashboard tool built in. Users can schedule it to email a PDF of the dashboard to executives on a certain day every week.
The one app we find compelling is called the Analytics Add-on for Google Spreadsheets. It allows you to bring live Google Analytics data into a spreadsheet. To see the analytics on more than one website at a time, use the app to build a unified dashboard and have all of your reports in one spot.
Are you using Analytics to Analyze your website correctly? Do you have advice or findings to share with others? Please leave a comment below and join the conversation. If all of this befuddles you, belittles your being, begs your brain to be foddered, belying your intellect…not to worry, PTC Computer Solutions is an expert on this stuff and is here to help. It’s what we do. Contact firstname.lastname@example.org or go to our website at www.ptccomputersolutions.com for more information. We are always at the ready.
Online marketing is an incredibly dynamic environment with a tremendous number of moving parts. It is a constantly changing world. You do what you do best. Let us do what we do best. Keeping involved and staying ahead of the latest improvements is what we do at PTC Computer Solutions. If you are looking to get noticed on the Internet but don’t know where to begin, let PTC Computer Solutions help you get started or help improve your current website and website marketing plan and budget.
Among everything else we do, PTC can plan a full marketing strategy and budget for your company and complete any marketing efforts, web or otherwise, you wish to achieve in order to deliver a consistent and effective message to your prospects. Contact David W. B. Parker (when you think of “W. B.” think of WeB) at email@example.com or go to our web site at www.ptccomputersolutions.com for more information.
By David W. B. Parker
PTC Computer Solutions