Digital Analytics is an integral part of our performance-based marketing approach, tightly coupled with all marketing services. In our experience, the most common stumbling block in analytics is mapping digital metrics to real-world performance indicators. How much is that ‘like’ worth to you? Does your marketing spend translate to an acceptable ROI? We don’t presume to know all the answers, we simply ask, ‘what does success look like for your business?’ and take it from there. Our analytics team is geared to build a structured analytics framework for your business, employing different tools to gather, filter, process and create actionable insights to give you answers.
We follow a five-step analytics process; the business audit, define success indicators, create a framework for measurement, gather data, analyse and optimise.
Each business, each website in our opinion requires a unique approach. The online objectives for a start-up could differ quite significantly from a mature business. An understanding of the business, auditing its online footprint, the intended approach for marketing and similar would define what data makes sense.
We typically categorise success indicators as discovery / visibility, engagement and action. Often, these indicators work in sequence, allowing us to map how customers discover your brand, engage with you and how that interaction is converted to meaningful actions such as a purchase or a sign-up.
You’d be surprised how often we come across poorly implemented analytics solutions. Sanctity of data is paramount, and we ensure data gathering is complete and tested. A missing script or a cross-domain tracking issue could spell disaster when you try to make a data driven decision.
During the planning stage, we map out the entire process of the content journey, from production to distribution. We determine the responsibilities, duration and whether the content is aligned with your business goals, as well as the setting for which KPIs to monitor. The fun begins with production and content distribution across your desired platforms. We give close attention to reach the specified and identified buyer personas and target audience. Additionally, content is optimised for different formats and pushed through existing networks and influencers.
Our analytics team will review your data holistically. Be it a campaign, your app or your website strategy, as a whole. Patterns are reviewed, benchmarks are established, causality and attribution modelling would be the norm of the day. We typically also look at your industry and competitors to offer context to your data.
By breaking down analytical data into actionable insights with detailed explanations, cause and effect analysis and mapped effectively to your success parameters, we hope to empower our clients to make key business decisions with confidence. Our hope is to provide recommendations that are meaningful, help you quantify your investments and eliminate biases or preconceived notions from the decision-making process.
Practically anyone can install Google Analytics. If that is the extent of your analytics requirement, we are probably not the agency for you.
We typically thrive in active environments with larger data sets and on-going marketing campaigns. We strongly believe it’s quite rare to find ‘silver bullet’ answers that translate to immediate success. It’s a painstaking process testing multiple variables, gathering data and making informed decisions. We also believe businesses don’t operate in isolation and market dynamics impact your bottom line, thus making it imperative to look at macrolevel data.
Our analytics services entail a structured approach integrating multiple tools, different testing methods and on-going reporting, mapping each data point into an overall picture. Browse through our case studies to see how we’ve helped clients increase sign-ups by 300% just by tweaking web forms, how we’ve helped grow web traffic at the lowest costs and most of all, how we’ve successfully helped clients across multiple industries double their revenue.
A minimum 3-month duration is required for an analytics engagement, while services are offered free of charge when you subscribe to three or more digital marketing services.