Monthly Archives: Jul 2019

Digital Analytics

What Does A Flawless Digital Analytics Strategy Look Like?

Digital Analytics Strategy

Let me begin with an inevitable truth. We are digitally ready for the future than ever before. There is complete digitization of customer-facing organizational systems and use of Digital Analytics to determine customer behaviors and trends. And so it would be more than safe to assume that Digital Analytics is the foreseeable necessity that organizations have to rely upon to drive better business results.

The good news is that the organizations are not shying away from spending the big bucks on Data Analytics today. One of the articles from Harvard Business Review on ‘Quantifying the Impact of Marketing Analytics’ states that “companies are currently spend 11.1% of their marketing budgets on analytics and expect to spend more in the coming years.  Since Digital Analytics is revolutionizing the way we approach business today, I guess it would be worthwhile to understand the Digital Analytics strategy that you as an organization can adopt in order to drive positive business outcomes.

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Data Visualization Digital Analytics

What does VP of Marketing wants to see in his Marketing Dashboard?

Marketing Dashboards

E-commerce players work hard to sell products online through various marketing initiatives. You, as an analyst strive to come up with a gamut of recommendations, but would those recommendations capture the imagination of a VP of Marketing or a CMO?

In my opinion, the basic mantra is to present the insights in a quickly digestible dashboard format that empowers him to make a decision that has the greatest impact in the least amount of time.

So, here’s a stab at listing out few aspects to be covered while designing such a dashboard for an e-commerce player based on my experience.

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Conversion Rate Optimization Landing Page Optimization Testing & Optimization

How to calculate the ROI of your CRO program

CRO is an investment. Make sure it grows.

The objective of a conversion rate optimization (CRO) program is simple – to get more value out of your existing audience.

For any business that invests resources in getting people to their website, this should be a critical piece of the strategy. Search engine marketing, social media marketing, email marketing, blogging, SEO, and many other promotional efforts are intended to drive people to the same destination hub – your website.

Website is your destination hub

Because your website is the critical path for customer acquisition, a small increase in conversion rate has great scale, and therefore, great impact.

Unfortunately, I’ve noticed that when it comes to investing time in CRO versus other marketing expenditures, like putting more money into PPC, we tend to lack an objective way to evaluate the decision. This lack of objectivity leads us to justify CRO without a clear or compelling KPI to back it up, and can lead to under-investment.

Let’s solve that problem.

In this post, I’m going to review how digital advertisers evaluate and justify their media budgets, show you a way to similarly calculate your return on CRO, and review some reasons why a CRO program may not always provide you with a positive return.

Ready? Let’s go.

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