Our Approach to Marketing Analytics
Marketing analytics isn’t just about effective reporting. Our approach looks at your data and provides the “why” behind every performance result. The data and insights we gather enable you to make effective decisions about your channels, campaigns, and strategy so that you know what to prioritize and how to take action.
What We Do
Google Analytics Audit
You can’t accurately understand which of your channels are performing well unless you are properly measuring traffic acquisition, user engagement, and your most important conversion points. Our Google Analytics Audit evaluates and confirms that the data you’re collecting is reliable, actionable, and relevant to your business goals.
How We’ll Work Together
We’ll start by crawling your site for GA and/or GTM code coverage, and identify any pages that need attention. We’ll also make sure your admin settings and integrations are configured properly and collecting the right data. We’ll help you set up and configure goals, and analyze performance trends that may indicate poor quality data. When we’re done, you’ll have a single source of truth for your analytics data that you can act on with confidence.
Google Tag Manager Implementation
Take ownership over what data you gather without having to rely heavily on front-end developers or IT teams. Google Tag Manager creates a streamlined process for adding tags to easily measure your goals, track performance, and decide on the next steps without bogging down the speed of your website.
How We’ll Work Together
Our analytics team will implement Google Tag Manager to consolidate all analytics and retargeting scripts, create new tags, and track programmatic events. We’ll set up tag configuration to track what you want and when you want it based on your business goals, allowing you to measure your most important marketing initiatives.
Google Data Studio Dashboards
Visualize your data and marketing analytics with a custom-built Google Data Studio dashboard. Quickly assess and report on your business’s KPIs and campaign effectiveness, and centralize important metrics from multiple sources all in one easy-to-digest display.
How We’ll Work Together
Our team will put together a list of everything to include in your report, based on your organization’s business goals and KPIs. From there, we’ll build a custom dashboard that features the metrics you want to track. We’ll create a live connection from your analytics platform and data sources so you can reference performance results in real-time, and gain insights on what campaigns, content, and business processes may need to be optimized or further capitalized on.
CRM Integration
Get end-to-end tracking and visibility into your customer’s journey, from their first website visit to becoming a customer with CRM integration. Learn what sources drive traffic into your sales funnel, and identify trends that deliver your most qualified leads. We’ll help you maximize your closed-loop analytics efforts by gaining insights into the value of your marketing efforts.
How We’ll Work Together
We’ll use Google Tag Manager to track when every visitor arrives at your website, and send that to your CRM platform with each form submission. The user ID then becomes a bridge to connect data from both systems. We’ll provide a detailed spec document that outlines all of the changes we made, and any additional optimizations your team may need to complete to facilitate the integration.
Analytics Training
Take ownership of your data with personalized analytics training, designed to help you make the most of the information that’s at your fingertips. Learn to use your GA dashboards to measure important metrics and gather advanced insights into your performance.
How We’ll Work Together
Based on your team’s knowledge and needs, we’ll conduct a customized analytics training that covers everything from the basics of utilizing your dashboards to the more complex ways you can drill down into your data. Our goal is to set you up with the skills you’ll own beyond our engagement, and give you as much power in governing your analytics and data as possible.
