The amount of data available to advertisers and agencies alike can be overwhelming. In 2015, the way we gather, analyse and learn from the data available to us will be crucial to growth and success. During our ‘Trendspotting – rethinking the future’ breakfast briefing we held in October, clients told us that data management and analysis were key issues they wanted help with for 2015. We have devised the following list of 5 must-dos to ensure that your measurement and analytics foundations are up to speed going in to the New Year.
1. Consider the time lag between activity and outcomes.
By moving away from a week-by-week perspective and reviewing data over longer time periods, you will gain a deeper understanding of the customer journey. Move away from the misconception that all of your conversions from last week were driven by marketing activity from that same week.
2. It is crucial to measure your online media against your desired outcomes…
read more think in terms of audience reach and site visits. Post-click and post-impression data are important metrics and must be considered as equally significant measures of your digital marketing activity – if the whole purpose of your advertising is to get people to visit your website, then the fact that they have also clicked on a search ad after seeing your ad does not devalue your campaign (in terms of measuring ad effectiveness).
3. Brand search is an outcome, not a marketing activity in itself.
It is important to understand that online display media drives searches. View the customer journey holistically, not each channel as separate entities. The customer doesn’t think in channels, therefore it’s important to appreciate how your individual digital facets complement each other. You won’t get people searching for your brand if you don’t make them aware of you in the first place.
4. Model your full marketing activity against a range of outcomes to see how it all hangs together. Different campaigns and different channels are going to drive different outcomes – some may drive searches, some may drive web visits, some may lead to online conversions and others to call-centre contacts. Work out what drives which and to what extent.
5. Become familiar with both the assisted conversions and attribution reports within GA and DoubleClick. This will help gain a more rounded view of the customer journey, and allow you to understand which sources of traffic successfully contribute to converting visitors into leads. This will mean you are able to optimise your activity by focussing on the channels that introduce new customers as well as successfully generate conversions. Use these as your default view of how your marketing activity is performing.
It is crucially important for your business to gather accurate, timely data to fuel smarter commercial decisions. Sound analytics and measurement underpin success and give you greater confidence in your digital marketing channels.