Marketing Analytics

Often, marketers make decisions based on data from individual channels without considering the “bigger cross channel picture”. We cannot take into account only data coming from Facebook or from the website alone, or only select a certain period of time for reference, as this data will appear “isolated”, therefore might be considered inadequate or subjective. On the other hand, marketing analytics considers all marketing efforts across all channels over a certain time span, which makes decision-making reliable and efficient.

We can support you on the following marketing analytics workstreams:

Conversion data collection across site, app, stores, crms and phone lines
Identify and track micro conversions such as lead forms or newsletter signups
Performance context report setup using Google Data Studio or Power BI
Report interpretation and provision of actionable insights
Providing data-driven strategic advice
Defining and running experiments across landing pages, ad copies and advertising channels

Why is marketing analytics important?

Often, marketers make decisions based on data from individual channels without considering the “bigger picture”. We cannot take into account only data coming from Facebook or from the website alone, or only select a certain period of time for reference, as this data will appear “isolated”, therefore might be considered inadequate or subjective. On the other hand, marketing analytics considers all marketing efforts across all channels over a certain time span, which makes decision-making reliable and efficient.

Why should you use marketing analytics?

When you start using marketing analytics, you will be able to answer questions such as:

How are our marketing programmes performing? What can be improved in the long run?
How are we performing compared to our competitors? Are we utilising all possible channels?
Are our marketing resources adequately allocated? What should we prioritise?

Services

You can contact us regarding the following marketing analytics workstreams:

Data collection

Establish objectives and assess current tracking solution to verify data integrity
Install marketing analytics tools (Google Analytics, Google Ads Conversion Tracking, Facebook pixels, GTM, etc.)

Track & Report

Track, analyse and report on the performance of all marketing KPIs and metrics continuously
Develop and utilise reports and dashboards to support decision making

Data analysis

Identify key statistics, interpret findings, report insights and understand the numbers behind your marketing strategies
A/B test any changes you are willing to implement

Omnichannel attribution

Enable store visit bidding in Google and/or Facebook
Connect your CRM data to your online marketing to ensure you invest there where omnichannel ROI is largest

Mobile attribution

Enable cross device movement by setting smart micro conversions for mobile
Ensure you connect the right evaluation to micro conversion and bring those into your bid strategy

Cross-channel attribution

Connect all of your paid marketing channels to your (cloud) marketing database, set up floodlight configuration or install external tooling
Customise your data driven attribution model

Our approach

We prefer to work alongside your in-house marketing team and partners to implement structural improvements to your marketing analytics strategy and implementation. Our clients have experienced increased profitability from optimising current (or deploying new) digital strategies and applying the transferred knowledge.

We work on a project basis – there is no need for expensive monthly retainers and you pay only for the results you get.

Contact us and let us know what challenges you are currently facing and we will prepare a customised action plan that takes into account your business needs.