Marketing Analytics
Often, marketers make decisions based on data from individual channels without considering the “bigger cross channel picture”. Different platforms use different definitions for the same metric and each platform has its own standard attribution logic. Marketing analytics and attribution attempts to consider all marketing efforts across all channels. We usually work with customers to allow decision making based on data and logic – always focused on what data is actionable.
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?
Creating insights and providing context on marketing results is what we are good at. We help you set up reporting so your C-levels understand how you are performing. At the same time – we can help to build Data Studio reports that pinpoint exactly what marketing activity needs some attention. And we combine this with continuous scrutiny and testing on the core KPIs that you are using to evaluate your marketing.
What do we do with Attribution?
When you start working with us, we will jointly try to answer questions such as:
- Have we set the right KPIs and can we get smarter about automation?
- 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 the right channels?
- Are our marketing resources adequately allocated? What should we prioritise?
Services
Our Marketing Analytics support consists of several services and components. Feel free to reach out on:
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
- Enable store visit reporting in Google Analytics
- 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
Marketing analytics services
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.
What our clients say
