Category: Analytics

8 Ways To Make Your Analytics (More) Awesome

Analytics1 Comment

Google Analytics has to be one of the most used, but least understood tools in digital marketing.

While most users have a good understanding of what it does (track visits and behaviour on your website), there is a big gap between generating and acting on data in isolation as opposed to generating meaningful, actionable insights.

To illustrate what I mean, check out this wonderful ad from Adobe that really cuts to the heart of the problem:

See? Making major marketing decisions based on misleading data.

I had the pleasure of presenting at the October #socadl event on precisely this topic and came up with a few cool tips and tricks I use to make my Google Analytics rock.

While you really do need the talk to go along with slides, this should hopefully inspire you to go research these features yourself or alternatively feel free to reach out.

8 Ways To Make Your Google Analytics Awesome from Mal Chia
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Don’t Neglect Your Website

Analytics, Digital Strategy4 Comments

An Avinash Kaushik quote that I find myself repeating almost daily is “Don’t write cheques in social media that your website can’t cash.”

While I 100% agree with what Avinash is saying, I’d go even further and say don’t write cheques period that your website can’t cash. Simply put, your website (or ‘home base’) is probably the most valuable weapon in your marketing arsenal. It’s rare to see a marketing campaign these days (unless it’s purely branding) where the website isn’t at the heart.

Despite that, so many marketers, seduced by the perceived ease and reach of social media (Hint: it’s bloody hard, and reach is an illusion – you will never connect with all 600m denizens of Facebook), neglect their website or blindly continue plugging away with traditional tactics that, ironically enough, send people to poorly constructed landing pages and websites.

Landing pages and indeed websites are the front door(s) to your business, so why spend big bucks on acquiring traffic when all you’re doing is sending them to the online equivalent of a Soviet Gulag?

Here are 7 tips to keep in mind next time you’re planning your digital campaign and landing pages:

  1. Have a clear objective in mind. Know exactly what you want a visitor to do when they arrive at your page. That can be something like filling in a form, downloading a PDF or watching a video.
  2. Make sure you can track it. Whichever analytics package you are using, setup a goal for each macro and micro objective. If it’s something like watching a video or any other interaction, you might need to work with your web developer  to put in the proper code so you can do this.
  3. Design it effectively and align it with your objective. Landing pages should never, ever look like just another page on your website. They are a key conversion point that determine whether a visitor is going to go deeper into your site, buy your widget or handover their details. Not only must it look good and appeal to your customers, but it has to drive conversions.
  4. Hire a copywriter. While online video and audio is growing, the Internet is still 99.9799994392% text (don’t quote me on that). This gets overlooked incredibly often. You wouldn’t let a florist fix your car, so why leave your copy to someone who isn’t an expert?
  5. Always Be Testing (A/B or multivariate). Just because you’ve put your landing page up doesn’t mean the journey is over. This is only the beginning as now you have the fun job of refining and improving the page to eke out every 0.001% improvement in conversion rate. Test everything you can think of from colours, images, copy, fonts, forms, etc. but don’t go crazy. How much and how often you test can depend on how much traffic you get.
  6. Speaking of traffic, align your traffic acquisition tactics and creative with what your landing page. Probably the biggest contributor to bounce rate (a single page visit) and non-conversion is the web page meeting the promise of an ad, post, video, etc. It’s important that your website does what it says it does, without confusing or misleading your audience.
  7. Tell your story everywhere else. Keep your message platform agnostic and make sure it works across multiple touch points.

What do you think? What else should you do to keep your website relevant and convert traffic?

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(Social Media) Numbers that matter

Analytics, Social Media2 Comments

CEO: I think we need to be on <insert current hot social network>
Marketing: Great – I’ll setup an account
CEO: How will we know it’s working?
Marketing: *crickets*

No this isn’t from the script of The Social Network sequel but a scenario that is playing out in businesses all over the world. It seems everyone is getting into social media but no one knows how to start measuring it.

As I’ve said before, part of the beauty of the online space (social, included) is the wealth of data available to marketers and the accountability this brings. The problem is, that unless you have a clear idea about the metrics you are looking for, you run the risk of analysis paralysis.

So where do you start? Do you measure followers, comments, subscribers, visitors, mentions, RT’s, downloads, shares,…?

All too often, I hear social media marketers congratulating themselves on having x number of followers or however many posts. But what does that really mean?

Reporting on the number of followers, fans, etc. you have really doesn’t mean much on its own. Granted, they are a good indication of the potential reach you have, but don’t actually mean much on their own. Engagement metrics such as comments and retweets are better as they give an idea of the level of conversation and, well, engagement you are having with your audience, but again this doesn’t mean a whole lot on it’s own.

Instead, what you should be doing is tying those numbers in and seeing what impact social media is having on your business metrics.

If your job is lead generation or sales, then use your web analytics tool to measure the number of conversions that came from social media. If it is to build buzz through campaigns, use a tool like Radian6 or BuzzNumbers to determine success by monitoring changes in mentions and sentiment. Customer service? Check what impact your social media activity is having on customer satisfaction and your call centre.

The bottom line: There is no magic number for measuring social media success. Every business is different so why not start with the numbers that matter to your business.

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4 Killer Tools For Online Analysis

Analytics13 Comments

When I decided to throw my lot in with digital marketing, part of the appeal was working in an environment where finally there was real accountability! Online, data is everywhere – blogs, social media, web analytics, etc. – all with the potential to provide valuable insights into customer behaviour and attitudes towards our brand.

It’s amazing then that few marketers who play in the digital space take the time to truly understand and interpret the data. And if they do, it is often only a cursory glance at Google Analytics. The fact is that Google Analytics and other clickstream tools are only part of the equation. To get actionable insights from your analytics you need to have a full arsenal of tools that also covers (at a minimum) user experience; social media analysis and site surveys.

  1. Google Analytics
    The industry standard of clickstream tools, and better yet it’s free. If you have a website you should at a bare minimum be using GA to understand what people are doing on your website.
  2. Qualtrics
    Once you understand the what, you need to understand the why. A robust online survey tool that allows you to create on-exit surveys (like Qualtrics) will let you find out from your visitors why they came to your site and if they were able to achieve that.
  3. Mouseflow
    Complementing your clickstream data is a tool that visualizes what your visitors did on your website. Mouseflow lets you see how visitors behave on your website by realtime recording and playback of sessions from which you can generate heatmaps for clicks and mouse movements (such as scroll behaviour) as well as some standard analytics.
  4. Radian 6
    While it’s great to know what’s happening on your website, it’s also pretty damned important to know what’s happening beyond it too. Radian 6 is my favourite tool for social media monitoring, allowing you to listen in and analyse conversations taking place all over the world about your brand.

So there you have it, some of my favourite tools for analysing online data with the goal of gleaning actionable, strategic insights.

If you want to find out more about web analytics, I highly recommend heading over to the brilliant and inspiring Avinash Kaushik’s blog.

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