The Great and Powerful Wizard of Oz spends all his time pressing buttons and pushing levers to make his message powerful. Some people run away scared, while others respond with swift obedience. How does the wizard know if he is being effective? When he told Dorothy to kill the Wicked Witch of the East, he didn’t take her word for it – he required proof. He required the broom stick.
As marketers, we might believe that our message is reaching our audience, but we won’t really know the impact unless we have the proof to back it up. In the digital marketing space, that proof comes in the form of a ridiculous amount of data. When working with emerging media, the website often acts as the hub. Because audiences from a variety of marketing tactics are all converging on this one digital space, tons of data is generated. These are just a few analytical tools based on some common goals.
GOAL: INCREASE WEBSITE CONVERSIONS
Google Analytics [Funnels]
In Google Analytics, a funnel is the set of steps or page views a visitor takes to achieve a goal, like completing a sale or filling out a contact form. By tracking a funnel, you can see drop off points and determine what needs to be fixed. For example, on an e-commerce site, a funnel might be the shopping cart, payment page, and confirmation page. If a lot of traffic drops off on the payment page, there could be an issue with the payment page, or it could mean that visitors are leaving to go in search of a coupon. A large number of completed funnels indicate some level of success.
GOAL: INCREASE WEBSITE ENGAGEMENT
Eye tracking and heat mapping tools offer insights into customer interaction with the website. While funnels provide an overview of pages users visit in sequence, eye and click tracking offer a more detailed view of actual user experience. Data collected by this type of tool would pinpoint areas on the website that are potential stumbling blocks to actual sales, and could assist with page layout to ensure key information is accessible and visible to users. An easy, free way to do this is by installing the analytics extension on Google Chrome.
GOAL: IDENTIFY AREAS FOR EXPANSION
Google Analytics [Audience Segmentation]
Data related to visitor locations can help when determining new locations to open. If a lot of visitors from one area are searching the site only to discover there are no store locations nearby, a feasibility study might need to be completed to determine if it would be a good location for growth. Similarly, large percentages of users accessing the site via mobile device could indicate a need for responsive design (you should have this anyway), or a mobile app.
There a thousand more analytics and tools. I would suggest you read 8 KPIs Your Content Marketing Measurement Should Include for a quick list of measurements you might find useful. For continuing insights, I would suggest following Avinash Kaushik’s blog.