Data is gold
Our receptionist Pepper would turn away the guy that said the following quote if he showed up at our doorstep:
Half the money I spend on advertising is wasted. The trouble is I don’t know which half.
We need to know which half is working so that we can consistently focus our efforts in the areas that deliver the most exceptional results for our clients. That means we want to know if users are more likely to buy from your site at 8am or 7pm, in India or Indiana, on Chrome or Firefox.
Google Analytics Consultants
Our preferred analytics package is Google Analytics (GA) because it’s the best. All of our analysts are Google Analytics individually qualified, the highest recognition of expertise in the field. One of our Brainlabbers even designed new features in the product frontend and backend, as well as running advanced GA training for Europe at Google. Our data scientists can also work with Omniture (or help with the transition from Omniture to GA).
As a scientific digital marketing agency, our very existence depends on collecting accurate data. That’s why we carry out a Google Analytics implementation audit for all our clients to make sure that every aspect of their tracking is correct. We’ve seen implementations go wrong and that means key business decisions are made using inaccurate data.
Depending on the complexity of the implementation, we’ll search and destroy some of the following common mistakes:
- Unused or unnecessary filters and profiles
- Unlinked AdWords campaigns
- Inaccurate content reports
- Untagged marketing campaigns
- Missing goal strategy
- Pages missing code
- Homepage redirects
- Cross- and sub-domain tracking
Once we’ve fixed all your tracking woes, we’ll implement some of the following features depending on the complexity of setup:
- Universal Analytics upgrade
- AdWords integration
- Advanced traffic segmentation
- Ecommerce revenue tracking
- Form tracking
- Funnel analysis
- Filters excluding internal traffic
- Goal (conversion) tracking
- Payment gateway integration
- Flash and AJAX event tracking
- Internal site search tracking
- Automated report scheduling
- Integration with CRM data/customer backend data
Google Tag Manager (GTM) is the “one container to rule them all”, an absolute must for a future-proof tracking setup. It needs a lot of code and configuration to do some pretty simple stuff but that’s because it’s a general tool that can be pieced together in so many different ways. The good news is we’ve done hundreds of GTM installations ranging from simple GA implementations to new data layers and long macros, as well as cool stuff like weather API integrations to record the weather for a particular user.
Endless data spews are not helpful and no one really reads them. Focusing on insightful and business-changing reports is the safest route to introducing a data-driven culture.
At Brainlabs we don’t just send reports for the sake of it. We take the time to understand the key performance indicators of our clients’ businesses so that reports become useful action points rather than another deleted email. Our reports are also a chance for us to show our clients what a brilliant job we’re doing.
Depending on client involvement, we can set up daily, weekly, or monthly reports that focus on metrics that matter. We sometimes build custom reports that present data in unique ways and we’ve even built custom dashboards that aggregate all the critical information that our clients want to see. If it’s possible, we’ll make it. There’s nothing we love more than a client who challenges us for more data.
Transparency is another crucial element of our reporting systems. We ensure that you have full reporting access to all of your campaigns so that you can check in on us at any time.
The purpose of tracking digital marketing is to enable you to re-invest in the channels or keywords that deliver results. But what if a user finds you through multiple channels or keywords, as is the case with most high value purchases?
A Nielsen study from last year showed that the average purchaser booking a holiday online visited an average of 22 sites, searching 52 times before purchasing. Evidently, it’s not sufficient or statistically accurate to track the last action a user took before arriving at your site and attribute credit to that single action. If someone clicks on a search ad and buys something on your site, we want to know if they saw a display ad somewhere else beforehand. And if they did, how long ago?
Without factoring in different paths to purchase (or action), advertisers end up re-investing marketing dollars in the wrong places. At Brainlabs we use a number of attribution models in all of our analysis and bid management to calculate rather than guess what is bringing the most value for our clients. Part of the Brainlabs Methodology is factoring in the impact that tests and optimizations in one channel may have on all the other channels.
Once we gather all the necessary data and scientifically analyze it, we use a combination of the following attribution models to assign different weight to the various contributors. This is the arena of dense mathematical calculation, not for dataphobes.
Gathering accurate data about your digital marketing campaigns is critical for a scientific digital marketing agency like ours — it underpins the entire Brainlabs Methodology. Often our clients’ online marketing campaigns drive sales beyond the digital world. Like our clients in the high value goods or B2B sectors that take all of their orders over the phone.
Depending on the particular challenge, we recommend a number of different call-tracking companies to provide the best bespoke solution for our clients. This can range from installing one telephone number dedicated to internet leads, to buying thousands of numbers and linking them to specific keywords that users clicked on before calling. Either way, we’ll help you make the right call (lol).
For clients with bricks-and-mortar stores, if a user browses your online store then purchases something in your physical store, tracking can be very tough. For our most valued clients, when a user clicks on an ad we’ll go and wait outside that user’s house and follow them to see if they come to your store. OK, that’s a joke, but we do our best to gauge online-to-store (O2S) activity by offering printable coupons online or monitoring traffic to pages that signal offline intent, like store locator pages.