If you aren't monitoring the performance of your website and adapting it through insights gleaned from your analytics, then you should be. To help you understand the value that web analytics brings to your digital content experience, we recently held a webinar, Data-Driven Digital Strategy: Measuring Success with Web Analytics.
Ingeniux VP of Business Development, Keith Osiewicz, walked through the importance of web metrics and how you can apply them in your organization to help you develop a data-driven digital strategy.
From the Past to the Future
Many companies take a reactive approach to web analytics. They look at past behavior, sporadically viewing data, reporting metrics without really understanding what they meant, or looking at cause and effect. In these situations, people might question your metrics, but you had no way to answer them.
It's important to take a more proactive approach, one where you follow a carefully defined plan that provides useful, actionable data.
There are three things you need to do to move your efforts to this new proactive future:
- Metrics planning
- Data Gathering
- Metrics Interpretation
Osiewicz took a B2C and B2B scenario-based approach to explaining how to do analytics properly. He described B2C has high-volume, low-cost offerings where marketing tactics like email and outbound tactics are good to do. In the case of B2B, which is low volume, high-cost offerings, he said content marketing, landing pages, and SEO are better tactics.
The first thing you need to do is plan your metrics. There are many different types of metrics you can monitor, depending on your business goals and objectives.
Goals >> Objectives >> Tactics >> Operations
Tactical metrics are for managers - did it happen, how effective was it, how did it compare to prior periods? Operational metrics are for you, the person doing the work. They answer questions such as how good was the execution? Am I sure the results weren't because of something else?
- Think about what is necessary to achieve your objective.
- Define how to metrics.
- Define operational metrics – answer the 'yeah, but..,' establish metrics to alert you to problems so you can react quickly.
There are two ways to gather metrics – the automated way using tools like BI, marketing automation and CRM (Salesforce), and the manual way, using Excel. In your excel spreadsheet, you want to track planned vs. Actual, summarizing year to date and a monthly breakdown of results.
You can get many of your metrics from Google Analytics, and Osiewicz walked through a basic understanding of setting up and using GA. He also noted that Ingeniux CMS 10 includes page-level analytics using GA (or another analytics tool).
Once you have gathered your metrics, you need to measure them and adapt your strategy accordingly. Osiewicz provided three types:
- All the time – do a high-level analysis – Do these numbers look right?
- Review metrics weekly – Did you hit your numbers?
- 2-3 times a year – Graph the investment vs. the results for each tactic to see which tactics are working for you.
You should also look for weekly and seasonal trends. Osiewicz said as you accumulate data you will be able to spot trends.
The Ideal Marketing Tactic Doesn't Exist
Osiewicz pointed out that the ideal marketing tactic doesn’t exist, there are many you can select from depending on the market you want to reach and the profile of your ideal customer or audience. Once you have defined the right tactics, you then need to decide what metrics you want to capture that will give you the information you need to decide if the tactic is working.
You can watch the replay of the webinar on-demand to hear the full discussion from Osiewicz.
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