Putting Your Data to Work

Data can drive business outcomes, or be a collection of pretty graphs that fail to deliver insights you can act on.

Follow these tips from our analytics experts to make sure your data works for you…

What’s on the menu?

Before you start using the many tools that Google Analytics, KISSmetrics, MixPanel and others make available, ask yourself – “what is it I want to know?”

Start by creating a list of simple questions that could be answered in a straightforward way by data alone. For example: “Which pages have the highest exit rate?”

Steer clear of confounded issues that involve many factors, such as “why is conversion so poor?”

Get your kitchen in order

Analytics tools have valuable features, but there are equally many pitfalls. Businesses face three main data challenges when getting started with web-analytics:

  • Not enough. A reasonable amount of events and visitor features must be tracked for analysis to be helpful.
  • Skewed. Inaccurate data collection - misleading results.
  • Ineffective. Without the right setup and documentation data management can be cumbersome and ineffective.

To avoid these pitfalls make sure the following is in place:

Google Tag Manager
Google Tag Manager (GTM) makes it easy for marketers to add and update website tags, including conversion tracking, site analytics, remarketing, and more. Always install the GTM snippet according to Google’s recommendation - just after the opening tag.

Google Analytics code up-to date.
Universal Analytics, introduced by Google in 2014, improved the precision of data collection and introduced many new data collection options. Make sure you’re using updated Google Analytics tracking codes on your site!

Conversion tracking
Tracking macro-conversions allows you to tally the number of orders, paid subscriptions and more. Equally important however, is tracking those smallers steps along the conversion funnel. These micro-conversions may be newsletter sign-ups, social media interactions or even errors encountered.

Understanding how micro and macro conversions interact will allow you to form testable hypotheses about customer behavior.

Multiple data sources

Analytics data describes customer behaviour when interacting with your business online. It doesn’t tell you much about the attitudes and motives that drive your customer, however.

For a deep understanding of your customer’s needs a good mix of behavioural data and attitudinal data should be used.

At a glance

Now that your data is in place, you will need dashboards and custom alerts to keep your finger on the pulse. A good dashboard gives you an holistic view on data from multiple sources and focuses on metrics aligned to your organisation’s objectives.

Free consultation

Feeling overwhelmed? Get in touch to arrange a free 30-minute consultation with Results Kitchen analytics expert, Tony Simonovsky. Schedule your free session here: http://stony.me/schedule-a-meeting-with-me/

You know your business, we know the web. Let’s create a solution that will give you the insights you need to grow!

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