How does a customer navigate through my website? How effective are my advertising campaigns? Is the customer proceeding with the purchasing process correctly and without problems? How do I customize my website to boost sales? All of these, and much more, are questions that web analytics and digital analytics can answer.
What is web analytics?
It is a process that aims to analyze the behavior of visitors of the website. It aims to find data for site optimization, attract more visitors, keep the existing ones, increase conversion rates and much more. The process then includes phases such as measuring, collection, analysis, reporting and the tools used for these phases themselves. When talking about the term digital analytics, one can imagine the same process, with only one difference, which is not being limited to websites only, but also addressing other marketing channels, such as social networks, mobile applications, advertising systems and other electronically accessible data.
For us, analytics is a daily occurrence, but we still encounter the opinion that the importance of analytics is minor, and that one can scout out all the information in Google Analytics on his own. But the opposite is true, as it is difficult to achieve the expertise that Digital Architects have thanks to devoting themselves to this matter on a daily basis. It is even harder to keep up with regular updates and changes to the tools used (e.g., in the summer of 2018, Google’s toolkit was renamed as Google Marketing Platform, and offered some new functions).
It all starts with implementation
Today, you will not conquer the world with the basic Google Analytics code on your website and common reports. Not to mention that if you really mean it with marketing, you must be able to properly measure the customer’s entire path. Here we encounter the problem that in the flood of options, tools and their frequent updates, there are errors and illogical settings even in the basic measurements.
After finishing the cleaning or the implementation project, we have already completed the key phase. Then a phase of data collection follows, the length of which depends on the website traffic and on what data and with what significance we want to analyze. There is a difference between evaluating the whole on the basis of a selection of 100 visits, 1000 visits or tens of thousands. Marketing tools such as Google Analytics, Google Ads, Sklik, Heureka, Criteo and others, as well as tools like SAP, the internal Shoptet system, etc., can handle a large number of things, and to a certain maturity level of a company, we think it is sufficient to connect these tools to the visualization tool, which will answer most questions.
From a certain maturity level of a company, we begin to encounter limits for which these tools are not intended. We don’t get answers to a lot of questions from now on, or the process to get the same answer always differs.
A/B testing, long-term customer value and long-term optimization
Our cooperation with the client does not end with the implementation project and analysis. For our clients, we are a guide in the world of digital analytics, we introduce them step by step to the possibilities of what can be done. We reveal to them matters such as A/B testing, long-term customer value or attribution models, and so we guide them on their way to the long-term optimization of their marketing activities.