Mobile and web analytics

For modern marketing, analytics is the foundation stone without which nothing would work properly. You would hardly know how many conversions you have and how effective your ad campaigns are, all the tests and hypotheses to adjust your site would be without validation (and would probably fail), or you wouldn’t know who your customers are and how they behave. Marketing automation or assigning costs to specific campaigns wouldn’t work either. Therefore, every important project should have an analyst!

Digital marketing has become more and more technically demanding in recent years, but the tools are much more accessible. And most importantly – analytics is the path to conversions. It’s not so much about the tools themselves as it is about understanding the whole issue of measuring and interpreting data. Then, it doesn’t matter what tool I use to evaluate the data, but I have to understand it.

What is web analytics

Web analytics is a process that aims to analyze the behavior of visitors on a website. The goal is to obtain data to optimize the site, attract more visitors, retain existing users, increase conversion rates and much more. However, it doesn’t end with the website itself.

Mobile and web analytics are rapidly transforming into digital analytics, which is what we are most involved in with our clients. We don’t deal with data on the web only – we connect transactions from internal systems, add data to users from CRM, analyze campaigns or the impact of traffic from social media. In short, we add other important information from the website or apps to the basic data to provide a more comprehensive view of the performance of the website/e-shop and marketing as a whole.

We often encounter opinions that analytics is of minor importance and that the client can look up all the information in Google Analytics on his own. However, the opposite is true – analytics is important, proper expertise is difficult to achieve, and for most companies, it is ultimately worth outsourcing an analyst or analytics team rather than accumulating know-how within the company. Digital analytics is our bread and butter – we innovate, we learn, we keep up to date – so we can be great partners in managing your data. Together we have decades of experience and thousands of hours of practice.

Take a look at our references

• Outdoor Concept – We are most experienced in the e-commerce segments (outdoor equipment and clothing), in the construction industry and in the segments of services offered and performed in a purely online environment.
• Saint Gobain – New web analytics implementation for the web ecosystem, tag manager implementation, detailed documentation and measurement optimization
• Parcelspot – Linking online and offline data, freight price calculations and prediction models

It all starts with implementation

Ordinarily, we do not start cooperation without an initial audit, where we analyze and define everything necessary for the subsequent implementation. This prevents unexpected problems, unresolved queries, delays in the implementation or increasing the costs of the contract.

After the basic implementation of the code into the web, most web analytics tools already show “some” data. However, these are subject to automatic collection – without a proper setup, their predictive value is very low.

Customer journey

As part of a turnkey digital analytics solution, we set up and evaluate measurement not only of the customer journey, but we need to understand how specific user groups use the web. So we can’t do this without proper data interpretation either.

Implementation is not a one-time thing

Implementing measurement codes or setting up Google Analytics are not one-time activities. Nowadays, websites, technologies or advertising systems change very often and there is a need to keep all codes and tags up-to-date, checked, audited, so that everything works.

Recent examples of similar changes:

• switching to the new measurement conversion codes at Sklik
• transition to GA4 (Google Analytics 4)
• emerging server-side-tagging capabilities
• working with GDPR marketing consents and cookies in Google Tag Manager
• emergence of new marketplaces (Glami, Biano, Shopalike, Modio, etc.)
• changes to tagging from a Google Ads perspective – Global site tag (gtag)

Google Analytics is usually the primary tool for web analytics. Google updates its tools very frequently, setting the direction of the whole industry. Updates are released monthly, especially for GA4. This is a live thing where you simply need the intervention of an analyst on a regular basis.

With this in mind, we work with our clients on developing not only the measurement itself but also the analytical and marketing maturity.

How does the collaboration begin?

Over the years of practice, we have developed a new project onboarding scheme that we apply in almost all standard cases. Non-standard ones include projects that should have been finished yesterday or unrealistic ideas about the difficulty of individual analytical tasks (a big topic in recent years is, for example, attribution or conversion optimization).

Shall we get into dealing with analytics for you? See how we would proceed in a simplified overview.

1. Initial meeting with the client to get an idea of the project, thought processes and project meaningfulness and measurement
2. conducting an audit to assess the maturity of analytics and marketing (Marketing Meter)
3. Analytical workshop with the client (ideally comprising development, marketing, business/product owner) – discussing audit outputs and talking about what is important to measure and evaluate + address business objective ideas that the client has asked to work with
4. Setting the business case (what to measure, what can be evaluated and what actions can be implemented) – we usually try to build a basic measurement package that can then be developed
5. creation of a concrete offer, agreement and start of cooperation
6. transition of accounts to us (sharing, familiarization)
7. realization of the technical implementation with developers using the data layer (requires interaction of the client’s development team), measurement setup
8. testing
9. delivering the documentation (including a recorded video of our analyst commenting on the documentation)

In case of a one-time setup, we then hand over outputs and accounts and conduct at least 2-3 hours of bespoke training to familiarise you with the setup and get our perspective on analytics.

What does the continued cooperation look like?

Data analysis

After the implementation, the work with data comes (data analysis, data transformation) or visualization into managerial or operational reports. All the follow-up work depends on the scope of the project, marketing investments and traffic of individual projects – it is a question of whether you want to decide on the success of marketing at the level of hundreds of visits or tens of thousands.

The continuation of our cooperation after implementation usually takes place at the level of data processing and transformation. The main reason for this is that even a smaller project or organization uses various advertising platforms, corporate software and analytical tools (Google Analytics, SAP, Pohoda, mailing platforms, Criteo, Google Ads, Facebook Ads, among others). There is a wealth of data in these systems that only when linked together can answer your key business questions and tell the real stories of your customers. So you are really getting to the heart of analytics and that is data interpretation.

This is where your maturity and the appropriately chosen visualization or analysis matter the most. From a certain maturity onwards, we get into situations where it is better to move data stored across systems to an external data warehouse, connect it and visualize it here. Our clients like to use data warehouses from Google, Keboola or build their own solutions.

Long-term cooperation in digital analytics

In long-term collaboration through monitoring, alerts and tests, we keep the measurement in shape, develop additional measurement options (remarketing tags for new marketing channels, collecting previously undetected interactions, etc.), create reports, consult on key decisions and prepare visualizations for specific business questions. At the same time, we solve problems that arise with web development. We guide our clients through the world of digital analytics and develop their analytical maturity.

For larger projects, it is common that we work with several websites (e-shop, brand microsites, subpages for competitions, a magazine outside the company website, etc.). After our implementation, there is a uniform methodology of what the measurement should look like. When a new project comes in, it seamlessly fits into this methodology and into the common measurement system.

We are also gradually uncovering topics such as AB testing, predictive analytics, attribution modelling, more detailed PPC campaign analytics, regular training for marketing and analytics teams, shopping cart analysis and customer tribe audits. We guide our clients through the long-term optimization of marketing activities and data pipelines (i.e. the flow of data from the point of collection to the manager’s monitor).

We have done a lot of big and small projects. Take a look at our references or products. In our products, you will find specific areas of digital analytics that we can help you with today.