We talk a lot about the Digital Analytics Model, which lets you identify all the exciting Key Performance Indicators you’ll use to measure and determine whether your Digital Ecosystem is succeeding or not.
But the big question is...
How do I start?
In a nutshell, you need to PLAN first and foremost. Having a solid measurement plan documented and is able to be understood by multiple stakeholders, is important.
We use the Digital Analytics Model to do just that . It will help translate your website’s top objectives into goals, KPIs (target, metrics and timeframe) and segments.
How do I track that?
Lots of things are “trackable” - more than you can probably guess! Our advice to clients is always: fill it out like you were in a perfect world. Don’t worry about the technical side of it - leave that to us (or at least until last).
But now you’ve got a bunch of ideal metrics and you’re at the point where you need to figure out if or how to actually track them.
We’ve recently gone through this process with one of our larger clients, who has four parallel business objectives across multiple business units. In fact, they had 25 Key Performance Indicators and even more special segments in their Digital Analytics Model!
Luckily, most of the metrics they need to track will come out of Google Analytics, which is extremely flexible. So we developed an Analytics Implementation Plan to guide our developers in how to make the most of that flexibility and set up their new website to track each and every one of those 25 KPIs.
Google Analytics only tracks page loads, by default, so we've identified other kinds of user interactions that should be tracked to help report on the client’s major objectives.
These could be things like video plays, file downloads, form submissions etc. Many of these can be reported on in other places, but having them in Google Analytics makes this simpler and in a central location. It also let’s us automate reporting and connects each of these actions with the rest of the customer’s behaviour on the site.
How do I report on results?
Sometimes the reporting part is the most overwhelming. However, with all the tracking set up correctly, Google Analytics allows you to automatically report each business unit’s KPIs and send the report/s directly to the appropriate person.
We assist and teach our clients “how to” dissect and analyse the reports and then encourage the dissemination throughout their business unit.
By understanding and acting on the results and tweaking of the measurement plan throughout the year, our clients can undertake continuous improvement of their website and entire Digital Ecosystem.
This means things like:
Optimising webpage content for specific actions,
Smoothing how customers move around the website,
Ensuring that links to the website go to the best landing pages,
Identifying and fixing usability “sticking points”,
Improving conversion rates.
So, remember, the most important - and underrated - aspect of digital marketing is analytics therefore, you must PLAN how you are going to measure and track what “success” looks like for your Digital Ecosystem.
We can’t wait to show you the results of our work with this large client...more news coming soon!
Get started with a Digital Analytics Model for your business or share some of your digital KPIs in the comments!