Digital Marketing Analytics
Digital Marketing Analytics Drive Revenue Growth
Analytics is about turning data into insights that can dramatically improve your business outcomes, such as what’s giving you the biggest bang for your buck. By developing a digital marketing analytics framework that captures both quantitative and qualitative analytics, you can make better decisions that will give your business a competitive edge.
This is where we come in. Due North develops the right digital marketing analytics framework specific to your business needs. We make sure that we have the right tracking in place to record accurate data from all your digital marketing assets. In doing this, we can produce the reports to see what is working and what isn’t working in your marketing.
Current Reality
We will work with you to identify and determine the status of your business, including:
- What tracking is currently in place
- What reporting you need
- What analysis you are currently undertaking
- What you need from your data and reports and within what timeframe
- How are your finances vs. your resources placed
- What gaps do you see across the functional parts of your business activity (including whole business, business units – such as marketing & sales, and individuals)
The Holy Grail
The Data
We will start by assessing what data is available from both quantitative and qualitative sources.
Data Collection
Where you actually source your data from will depend on the nature of your business, but it could be from across any of these key areas and will depend on what tracking (if any) is already established.
Information Architecture
Key questions to explore as part of your information architecture are:
- Who needs to see what information?
- What decisions are to be made?
- What analytics are required in order to produce these reports?
Identify The Gaps
By doing this you can easily identify the gaps of what we need in an ideal world vs what we have today.
Example Report Output
The Process You Follow
Step 1. Marketing Analytics Framework
Define your reporting requirements and framework. Get clear on exactly what you need to report on and why.
Step 2. Analytics Provisioning
You need to set up all the tracking data capture points and ensure accurate tracking.
Step 3. Integration
You need to bring all the data/tracking together into a centralised system for easy access.
Step 4. Marketing Dashboards & Reporting
How you present all the information in an easy to understand and quick to access way.
Integration & Output Requirements
As part of our recommendations, we will specify how to bring all the data together in one place so that it can be easily accessed and analysed moving forward. This may include recommendations around CMS systems if deemed necessary.
The output requirements brings everything together by determining how the information should be presented. This could include spreadsheets and/or setting up dashboards.
High Level Analysis / Recommendations
In our experience, this is the big realisation for many small to medium businesses – they simply don’t have easy access to the right reports of accurate data.
By having visibility on high-level insights and identifying some quick wins, it becomes easier to see what has been missing in your marketing strategy and results, and how this can fundamentally influence your strategy moving forward.
