Tag Archive for: Analytics

Google Analytics – What Does It Do?

If you manage a website, you need a deep understanding of how users find your site and how your content appears on Google’s search results.  If you’ve been looking  for a program that captures how your customers are interacting with your posts and website, read on.

Google Analytics is an extremely helpful tool when it comes to tracking your marketing efforts. As Google Partners, Onimod Global can assist you with the training, support and resources to help your business succeed and help your company grow and stand out in the industry. Whether its content for social media, or launching your new email campaign, Google analytics can maximize your marketing efforts.

Web Analytics

Web analytics is the measurement, collection, and analysis of web data. Web analytics tools provide useful information about website traffic. This feature is incredibly handy because it shows you how a user interacts with the site, and what content they engage with the most.  If you didn’t need more convincing as to why you should be utilizing Google analytics, we came up with a list of the three most important reasons why you should use analytics:

  1. Helps you take data-led decisions – You can see first-hand the way your website and social channels are performing.
  2. Makes Reporting Easier – Having the data readily available to you is a big plus. You can easily share with others how your campaigns are performing.  You can do this by measuring and acting on the data trends you observe using web analytics software.
  3. Helps you find the story behind the data – Web analytics helps you understand who your customers are, where they’re coming from, and what their interests are. You can use all this information to improve the experience on your site for the consumer and to optimize the channels that consumers use to visit your website.

Google Analytics Tools

There are many analytics tools on the market. While some of them are free, most of them require a paid subscription. Paid analytics products and free products vary greatly in terms of functionality, features, and support. Google Analytics is the most popular analytics program on the market. It also comes with a free version for those who want to test out the product before they pay for the subscription.

The paid version is known as Google Analytics 360. Google 360 offers additional functionality in terms of report validity and sample sizes. This is mainly for websites that receive millions of page views a month. If your website isn’t receiving that much traffic, it might be beneficial to use the free version of Google Analytics.

Google Analytics can track the user or consumer journey, providing rich data around channels used, locations, and devices. These journeys can then be tracked through to on-site activity, goals achieved, and exit point, as well as returning visitors, which indicates loyalty. Here’s a look at some of the benefits of Google Analytics:

  • Easy to install and use.
  • User-friendly interface.
  • Customizable reports, dashboards and data collection.
  • Seamless integration with other Google products.
  • Extensive and valuable insights into web behavior.

One of the biggest advantages of using google is that you can seamlessly connect other google products. The main tools available to link to are Google Ads, Google Search Console, and Search Ads 360, formerly known as DoubleClick by Google. To link these additional tools, you need to access the product linking section within the Property settings. Each of the available tools for linking are listed there and you simply follow the instructions to link the tools.

Taking Your Analytics to the Next Level

The expert digital marketers at Onimod Global develop custom dynamic digital dashboards with Google Studio for all of our clients. The large selection of graphs and charts gives us the opportunity to completely customize your reports making data the most transparent and easy to interpret for you and your company.

If you are thinking about adding an analytics tool to your marketing strategy, Google Analytics should be at the top of your list to try. As Google Partners, Onimod Global has over a decade of experience and expertise when it comes to all things SEO, social media advertising, content marketing and paid search. Got questions about Google strategies or want to learn more about us? Contact us here today.

Marketing Automation: Why It’s Essential and What to Avoid

As more businesses shift away from traditional marketing tactics, agencies should follow suit. The times of one-time projects, lower value relationships, and thoughtless solutions with no unified reporting will lead to failure. The demand for full digital marketing services continues to increase, meaning agencies are taking on new clients while trying to keep existing ones happy. But with the rise for the need of digital services also comes the rise of resources available that makes providing those services easier. 

Some agencies have started using automated marketing systems to increase both sales revenue for both their company and their clients. These solutions allow repetitive tasks like email marketing, social postings, and ad campaigns to be automated, not only for efficiency, but to also create a more personalized experience for users. Not to mention, every step customers make can be triggered and tracked as they go through your marketing funnel. Allowing marketers to make appropriate adjustments to ads, campaigns, website, etc. 

Marketing automation is becoming a must have for agencies to stay relevant, but it can lead to failure if it’s not correctly implemented. 


Why You Should Use Marketing Automation 


Higher Value Relationships 

Marketing automation presents the ability to build and provide hyper personalized services for clients. This includes things like initial automation technology adoption and strategy, creation of email templates, nurture sequences, landing pages, as well as ongoing campaign assets, analytics, and optimization. Providing all these services ,in addition to the initial transition, makes it difficult for clients to change agencies. Not to mention it sets you apart from the competition, as many agencies have not yet integrated automation into their marketing strategy. 

Recurring Revenue 

Marketing automation is what can make an agency go from completing endless one-time projects, to being a consistent, must have resource for a number of companies. Marketing automation is necessary for almost any client and many companies struggle with technology. Many companies also struggle with knowing where exactly they need to personalize messages and where they shouldn’t. That’s where you should come in, and ultimately move towards a retainer-based relationship and consistent revenue. 

Proving Value 

Clients always want to know they’re getting the best ROI possible. When marketing automation is carried out correctly, there should be no issues presenting results. It gives you the ability to show measurable results with comprehensive lead-to-revenue reporting. Since it’s rooted in data, you’re provided the necessary numbers to help clients pinpoint what should be focused on and what should be tossed. Marketing automation also becomes more valuable and a better investment the longer it’s used. The more data there is, the more accurate the results will be, and can hopefully show month to month improvement. 

It’s Necessary to Stay Afloat 

According to Ad Age’s Agency Report 2018, U.S. agency growth is the slowest it’s been since 2010, except for those offering digital marketing services. With the need for digital services growing, marketing automation is basically becoming a must to stay in business. Companies need more data than ever to feel confident about their spending. Marketing automation can assist with all of these aspects when executed correctly. You can create new streams of revenue, attract new clients, provide real evidence of ROI and a service too complicated to take on in-house. 


Marketing Automation Mistakes 

A misconception has grown around automation that is can salve for any slowdown in marketing growth, including the need for generating new leads. This leaves many marketers with sophisticated tools automating the middle-of-the-funnel, but no real strategy or solution to generate new leads to nurture in the first place. This commonly results in marketers purchasing email lists to nurture instead of generating inbound leads. While this is a quick solution, it doesn’t work long term. This strategy fails to create a solid foundation for healthy, long-term customer relationships. Instead, it produces spammy content and incredibly low ROI. 

Another mistake is using marketing automation to force customers through a funnel with arbitrary touch points and irrelevant content. Marketers try to pass customers on to the sales department as quickly as possible, creating a disjointed customer experience. When marketing automation operates in a silo like this, points of friction are introduced that stall and strain what could have been productive, long-term customer relationships. Instead, there should be a contextual experience built on each customer’s individual needs. 


Final Thoughts 

Marketing automation can be a powerful and effective tool. To make it work it’s essential to understand all components and distinctions. Marketing automation should always be backed by an inbound strategy centered around the prospect, using all the information known about a person to inform the automation strategy. The ultimate goal is to deliver the information people need to make a purchase, when they need it, right where they’re looking for it. 


More From Onimod Global 

At Onimod Global we are experts in marketing automation and customer relationship management software. Our work is creating digital synergy and cross-channel digital marketing campaigns driven by machine learning analytics and human intelligence. Together ensuring your brand meets the consumer when and where they need them. Learn more about what we do, or become a client today



4 Keys to Digital Marketing Maturity

In early 2015, Adobe surveyed nearly 1,000 digital marketers in the United States and Canada to learn priorities and tactics to be deployed in 2015. Industries included in the survey spanned everything from financial services to entertainment and retail.

The conclusion? Digital marketing is moving into a new era. First came the era of innovation. Search put consumers in control. Mobile devices set them free. Social networks connected them. And with each revolution, technology was invented to create, measure and control methods to reach consumers.

But Adobe says digital marketing has “grown up.” We’re at a stage where knowledge, process and a customer-focus drive strategy — not tools and tactics. After years of toying with various new capabilities, marketers can finally stitch everything together to achieve real, meaningful business objectives.

Adobe’s data shows that organizations that have consciously invested in holistic improvements to their digital marketing program are seeing bigger payoffs. A large minority (36%) see elements of their strategic plan as moving them to greater maturity, but these elements are not necessarily linked, where digital maturity is a byproduct, not an overarching goal. Most, however, take an organic approach, with no formal plan for maturing their digital marketing capability. They respond to new conditions but don’t plan ahead for them. Only the elite — one in five — say they have made specific plans and investments with digital maturity specifically in mind.

The Elements of Digital Maturity

Adobe says organizations can evaluate their future digital maturity across four broad categories.

  1. Structure — How are divisions, departments and teams organized to best reflect market conditions?
  2. People — What is the company’s approach to building skills? How are people hired, trained and retained?
  3. Process — How do things get done? How are they resourced, managed and supported by technology?
  4. Technology — What platforms, systems and tools are available, and how they have they been integrated?

While Adobe says each area has its own importance, their research suggests that organizations realize the most gains when these four elements work in tandem. Often organizations will find that they are further along in some dimensions than others. The challenge is to build in areas of weakness without losing momentum in areas of strength.

You can take the same survey Adobe fielded to other financial institutions and test your organization’s digital maturity. To take the test, click here.

1. Digitally Mature Organizations Invest In People, Process and Tools

Many companies think of new capabilities narrowly, in the context of technology. But those with a planned approach to digitally maturity understand that it also means integration into existing processes, sufficient staffing and alignment with strategy. Mature organizations are strong at adopting and nurturing new capabilities and picking up the responsibilities that come with them.

Mature digital marketers recognize that optimization is achieved in small ways on many fronts. This is true for every tactic, channel and customer initiative. For example, huge returns on paid search in the middle part of the last decade gave way to incremental gains based on repetition, analytics and testing.

An organization embracing a “Culture of Optimization” continually leverages data to identify areas of digital improvement. They test, and make frequent and iterative changes. Quite simply, they figure out what works and what doesn’t.

For an organization to establish a true “Culture of Optimization,” this work is on-going, and is instituted across all digital properties. According to Adobe, part of creating your “optimization toolbox” involves significant cultural shifts — a new mindset, with new processes and maybe even new roles. The challenge, Adobe says, is not to just deploy an assortment of techniques and practices, but to be effective and efficient in how they are used.

2. Mature Organizations Adapt to the Consumer

Companies of all sizes, in every sector, like to think of themselves as “customer-centric” — particularly financial institutions. The reality is that many don’t have the processes in place to really listen to consumers, nor the capacity to meet them where, when and how they want.

This disparity is prone to exist almost everywhere brands and consumers interact, but it’s most evident in the mobile channel.
The rise of mobile is the biggest catalyst of change
in marketing today. However, many banks and credit unions have been slow to adopt comprehensive mobile strategies — and thus slow to create the sites and applications their mobile customers need.

Mature digital marketers recognize the strategic advantages of mobile and are reaping the rewards. They far outperform their peers, achieving a mobile conversion rate 12% better than average. And the reasons for this success tie back to fundamentals; how companies approach mobile is a reflection of their broader pursuit of maturity.

Mobile isn’t just a channel. In fact, Adobe says mobile should be woven into the very fabric of your marketing strategy. Every process should at least include the question, “How is mobile relevant here?” Companies should strive for a more strategic approach with experiments and initiatives contributing to greater mobile maturity in every area. Mobile is a new frontier of measurement, customer experience and technology — all of which require training and ongoing education.

Adobe says mobile optimization and personalization are keys to ensuring the experience meets consumer expectations. And yet only 23% of digital marketers plan to optimize their mobile experiences with A/B testing, multivariate testing or segmentation.

Customizing mobile content is another leading indicator of a company’s digital maturity, which can yield an average 66% increase in mobile conversion rate. But even among the most sophisticated digital marketers, only a handful optimize content at the user level.

3. Planned Maturity Builds an Advantage Through Learning

Adobe says there’s no finish line when it comes to digital marketing. Smart marketing organizations recognize that they’ll never achieve technical perfection or mastery over every corner of digital. Instead, they try to put the systems in place to learn from many sources of information and act on those lessons.

Knowledge is never more powerful than in areas where it is scarce. Emerging digital capabilities give the companies that master them early an advantage. For instance, automation of the testing process alone was shown to increase conversion by 15% in Adobe’s study. That kind of advantage is one of the principle goals for those with a planned approach to achieving digital maturity.

In the short-term, organizations with a deliberate, strategic approach see even greater improvements in conversion rates. For example, digitally mature respondents report mobile
app conversion rates nearly 50% higher than those
with an organic approach.

But the most important impact of their investment
in knowledge may well benefit planned-maturity organizations in the long term. By staking their claim to emerging opportunities like mobile customer experience, real-time and location marketing, brands are ensuring growth. Usage and budgets in these areas are still in their infancy, making this the time to learn, make mistakes and build expertise. As they come into their own, mature brands will be ready to profit.

4. Mature Organizations Think Ahead

Strategic initiatives without funding are little more than good intentions. Most organizations want to build their digital marketing capabilities, but Adobe says they’re not willing to extend their budgets to do so effectively.

Digital marketing has embraced a number of inbound marketing techniques to complement (and in some cases replace) paid channels. But Adobe cautions companies focusing on
this side of their capabilities, saying they have to look farther out to evaluate success and justify the investment. Building content and optimizing its delivery is not merely a campaign-to-campaign practice. This approach works in tandem with an investment in areas like analytics, social and marketing optimization.

For those financial institutions responding to change instead of leading it, Adobe says “push advertising” plays an inflated role in their digital programs. It is a thread to the past, one area where they understand what they’re buying, how to buy it and roughly what they might get in return.

For companies pursuing digital maturity, advertising is only one part of the story — a piece of a larger and more diverse mix that better reflects the complexity of how people behave and how digital marketing is evolving.

You can download the entire PDF report, “Four Advantages of a Planned Approach to Digital Maturity,” instantly from Adobe by clicking here (no registration required).


HT: The Financial Brand