As we’ve talked about, the question remains; what are digital efforts if there is no purpose?
Google Analytics is the one place to start to give your website traffic some meaning. Sure, it’s not the be all and end all, but it is a free tool and allows integration of many other things to make it richer.
Like most software tools – S^*T in S^*T out. So, the higher quality information that is entered and set up and the more people and parameters around its usage, the better your information will become.
Defining what the key KPI’s of the business are and how all parts of the marketing mix fit into this is key.
There are various levels of tagging and instances you might use, including:
setting up tags that allow you can set up rules i.e. when someone comes to X page like a shopping cart, X is to happen
you can start to see what traffic is being delivered from where, especially paid mediums - therefore understand investment, even if it is just messaging
you can start to see what conversion percentages are and optimise to a benchmark.
Of course the KPIs can move and change as projects are implemented and learnings are gained. But a summary that everyone in the business understands is a great discipline.
Key tip - Don’t start any advertising without goals in place as you will not know the true nature of success. Sign up to a Demo are the a great place to start also