Web Analytics & Reporting

EXAMPLES OF WEB ANALYTICS, CAMPAIGN MEASUREMENT AND REPORTING USED TO DRIVE ENGAGEMENT:

Here's how we might use analytics to enhance a marketing campaign:

• Run a marketing campaign targeting web visitors displaying product interest, but not converting. Interest can be identified by counting the visits over a period of time, the number of page views or time spent on the website. These web visitors will see your marketing message on other websites, and campaign targeting can be controlled based on duration (30, 60, 90 days, etc.). You can also control how often the person sees your message.


• Analytics and reporting shows that your best website conversions (8% conversion rate and value) are coming from pay-per-click (PPC) advertising. This, however, also means 92% of this traffic source is not converting. Run a follow up marketing campaign targeting the 92% non-converting traffic and use messaging to reinforce the brand and product value.


• A strategic goal is to grow brand awareness and build brand perception in a specific county. However, desktop PC usage and relevant search for this marketing method is minimal. Reporting and analytics show strong mobile usage from country marketing, with Facebook being the primary traffic source. The decision is to ramp up mobile Facebook advertising and segment traffic from the country into multiple ongoing marketing campaigns.

Web analytics and search term ranking reports are used to fully understand the value (lead generation) of current search traffic to the business, as well as identify high-intent search terms with low rankings and high search volume, where improved rankings are required. Ongoing reporting is used to assess progress and the impact to business.

Research shows that over 75% of the leads generated online in B2B marketing are from people not ready to buy, meaning ongoing awareness and engagement is important, so as to not let leads go cold.