Setting your brands reporting up for success
The power of online marketing is the data and systems at a digital marketer’s disposal. Data drives decisions and ongoing campaign optimisations, however, reporting can be additionally used to give you real-time insights, marketing automation and live campaign management in one form or another.
Before any large-scale marketing or traffic generation occurs for a brand, it is important to look at your reporting marketing intelligence and gauge your readiness to understand, use and automate your reporting and campaign management functions.
4 Key Actions
This can be achieved in a variety of ways and depends entirely on your website setup and the system you are using to capturing your leads. For most new businesses this may be as straightforward as a contact form on your website or CMSContent Management System (such as WordPress) or for older brands, a CRMClient Relationship Management integrated lead capture system, such as SalesForce.
It is important to align these key interactions with your brand early on. Ensuring any existing strategies are fully tracked allows for more valuable reporting and serves as a guideline for any new platform implementations or user journey reviews.
Data that you should be tracking & storing within your platform includes at the very least their traffic source and contact details. This can additionally help equate social actions and social campaigns actions to overall brand and business goals/marketing objectives. By understanding where your customers or leads are coming from is the first step into unlocking new channels for your brands’ growth.
Most PPC tools (Like AdWords), 3rd-party Ad management systems (such as DoubleClick) or social networks (like Facebook) will ask you to run a tracking pixel for campaign optimisation and conversion tracking.
The majority of campaigns today run without these essential tracking pixels and at first glance, it can be a daunting prospect for the marketer to face. Now you need a developer and it will take time and in most cases, the campaign just goes live without it.
Tracking Pixels are a short piece of code that sends off a ping to that tool or social network server, allowing them to optimise your campaigns on the fly (e.g. by trending actions, better performing placements, or time-of-day effectiveness). Problem is that they are a daunting task as first, no matter if you have custom built website or if you are using a CMSContent Management System like WordPress. More often than not this can involve multiple departments, with marketing drive technology as an ultimate eventuality.
The best solution here is a tool like Google Tag Manager, installed once it offers a friendly online GUIGraphical User Interface (within the cloud, if you would).
This goes back to the overall marketing strategy or business objectives. Having additional data points (i.e. not just someone visiting a page but including sources, extra details, actions on-site) allow you to optimise traffic sources and paid campaigns more effectively. Keep in mind that at the end of the day your website analytics platform should be the end-all for measuring your brands’ overall performance in the digital space. Goals can be setup within a few minutes and tied to specific actions or conditions on your site. Easily consume this data and analyse your traffic sources for those that perform best.
Using a tool like Google Analytics allows you to automate many alerts when certain events occur. This could range from leads being submitted (useful for the marketer) to 404 header alerts (ideal a quick response from the SEOSearch Engine Optimisation manager).
High-value actions tied to monetary values, purchase events or user-journey events are useful for real-time ROIReturn on Investment control and optimisation on-site and off-site.