… is the foundation, the framework and the core of successful marketing. A continuous process of measurement, analysis and optimization, analytics reveals everything that goes on at a website or online store. Where do the visitors come from? How long do they stay? How many pages do they visit, and which ones? Do they make a purchase, or cancel before taking the plunge? When do they leave the site? These in-depth details allow companies to draw up actions to improve their channel strategies and optimize their channel and budget allocations. Best-sellers are pushed, poor sellers are adjusted. Web analytics is based on three pillars: traffic analysis – to boost visitor figures in qualitative terms; web controlling – analysis of user behaviour to create optimum landing pages and content; and conversion funnel analysis, which delivers key insights about products and increases conversion rates.
Well-designed tracking is a basic prerequisite for web analytics. Lucrative analyses depend on smoothly functioning user-specific tracking to deliver the goods. We help you to define the right tracking concept, select appropriate tools and implement the required tags.
Whether you decide to use Google Analytics, Econda, Webtrekk or a different tool, we support you in the selection, implementation, setup and optimization of your analytics account. Which tool is the right one? The decision depends on your specific requirements. We create a structured concept for setting up your account in line with your needs. If you have a tool already set up, we run an audit and identify areas of optimization.
We help you to create and interpret dashboards and reports of all kinds. And we take the plunge in a deep dive, examining the bigger picture to answer specific issues such as: What’s the impact of your display or TV campaigns? Are your generic SEA campaigns attracting new, high-quality visitors to your site? Is your content relevant, and how do users interact with it? Or what’s missing from your sales process?
Many aspects need to be considered when it comes to finding the right tool for your needs. What targets, contents and KPIs do you want to track, analyse and optimize? What additional features do you want to measure (TV tracking, user segments, click paths, funnels etc.)? We provide impartial and independent advice and support to help you make your choice.
We work with you to define your targets and strategies, starting by drawing up a strategic overview of the concrete analyses you aim to run using your website data. In addition, we provide operational support for your complete setup.
We conduct audits at technical and conceptual levels, analysing the tracking code, the information from your data layer, channel allocation, targets, funnels and much, much more. Based on the audit results, we then provide advice and recommendations for improvements and optimization.
Where do your new and returning visitors come from? When do they return to your website, and how? Are they placing orders, or are crucial touchpoints missing along your customer journey? We have the answers.
We identify how your website users behave, which pages they visit and how many, which pages they leave from and why, whether some steps in your sales process could use optimization, and which paths lead to orders by new customers.
DEEPDIVE-ANAYLSIS AND CONSULTING
DEEPDIVE-ANAYLSIS AND CONSULTING
A combination of traffic and on-site analysis provides in-depth key insights that enable you to optimize your marketing measures, strategy and success.
Good online marketing involves so much more than generating traffic. Scraps of digital information are almost as plentiful as the stars in the universe.
% of all data generated is analysed and reused
MB of new data information per second, per person, will be collected by 2020
% of data comes from individuals, but 80% of it is hosted and used by companies