Launched a nifty website and think that your job is done? You must proactively measure how your website scores in terms of various relevant metrics. See we have deliberately used the word “relevant.” Why? Because there are innumerable metrics to track, but you should adhere to the ones that have to do with the industry you are operating in. So now, you need a powerful tracking tool cut out for your purpose. And Google Analytics is a great choice for webmasters. Getting started with Google Analytics is as simple as ABC, but when it comes to going beyond the usual and getting new insights from the tool, the task gets a little tricky.
Every company is investing heavily in digital analytics – be it on implementing the right tool or hiring the best resources. According to a recent report, companies are planning to increase their spending on marketing analytics by 73% in the next three years. Marketing managers are expecting analytics to churn out incredible and timely insights that can help them in better targeting and optimize their digital marketing initiatives. Digital analytics, if done intelligently, can actually do just that, and much more.
Your website, blog, mobile app/site are all set and now you want to find out how your visitors are behaving on your digital properties. You would immediately Google the latest feature-rich analytics tool and add the tracking code to your website without giving a second thought. From the next day, you would expect some deep insights from the tool about how your visitors react. Sounds familiar? Many new website owners follow the same routine. But after a few months go by, they realize that the data they are getting is somewhat accurate but not good enough for basing decisions. Moreover, the data coming in from various channels is confusing and cannot be integrated to get meaningful results. They are not able to achieve the insights they are after and the analytics tool just becomes a dashboard that tells how many people visited and how many bounced.
Nabler is celebrating its 12th anniversary this year. It has been an exciting journey, and I would like to thank all Nablerites, our customers, partners and vendors for being a part of it.
In 2004, Nabler began as a marketing agency in Bangalore, providing design and communication services to clients. The aha moment came a year later when a client asked for web analytics services. That was the catalyst that sparked our decision to become a digital analytics company. Since then, we have worked with enterprises and agencies around the world to solve their digital analytics challenges. We have learned a lot from our customers and have been fortunate to work with some of the best in the industry.
So you have got the coveted ticket and waiting with bated breath to board the grandeur-filled digital analytics train. What we mean is that you have already deployed an analytics tool and are now about to flag off your data-driven journey. But, clouds of apprehension may still be floating in your mind; you are skeptical about whether the train will hit the destination. To say it with a different combination of words, will you get the results you want to achieve by this type of simple deploy-it-and-then-forget-it approach? Well, this can help you to some extent. However, with increasing complexities in business and the data universe in an infinitely expanding mode, your situation demands something highly well-structured. You need an analytics center.
Being a veteran digital analytics company that has solid experience of working with industry-leading tools and technologies for over 12 years, our clients often ask us which digital analytics tool they should trust? While we study their requirements extensively before suggesting a solution, there are certain tools that are suitable for serious digital marketers who need real-time insights for continuous enhancement of their digital footprint. One such tool is Adobe Analytics. It is an industry-leading solution that delivers the analytics and reporting capabilities needed to enable data-driven decision-making. Let’s dwell deeper and explore some of the best features and benefits that Adobe Analytics has on offer.
The supremacy of big-form-factor devices like desktops and laptops in controlling consumers’ mindshare when they engage digitally with brands is fast melting away. This shift is happening because mobile is the interaction media du jour. As such, for enterprises, measuring the footprint of their customers on the mobile web and applications is crucial. And, mobile analytics is there to take care of the measurement part. If fired off diligently, it can amass actionable business intelligence to optimize customer experience and turn the mobile channel into a revenue-generating powerhouse. Here’s a statistical evidence from Aberdeen Group: the enterprises that have deployed mobile analytics have annually seen 11.6% increase in brand awareness, 11.2% jump in return on marketing investments, 7.1% improvement in time-to-market of product or services, and 3.4% rise in average order value.
One of the important goals in any digital marketer’s checklist is to increase the conversion rate – to make visitors engage better with the website and entice them to follow the path that you want them to follow – fill out the registration form, purchase your product or service, download further information, and so on. For optimizing your conversion rate, you have to track what your visitors are looking for when they arrive on your site and swiftly and simply give it to them. Alas! Only if it was that simple!
Conversion rate optimization has become a specialized field in the world of digital analytics. At Nabler, we have a separate team that handles CRO for our clients full-time. Even a slight change in the color of a button, or minor edits in the words used in the CTA can move the conversion rate towards red or green – the opportunities are many, but how do digital markets make the right choices from the variety of options available?
For the time being, think of yourself as a commander who is leading a large contingent of soldiers in the battlefield. No doubt, you are gutsy, hard-boiled, and have that killer instinct to mince your opponent. But hey, do you have the right intelligence about where your enemy excels or what is their Achilles heel? If not, then you are unfit for the battle. And, the best tactic left before you is to beat a hasty retreat or die. Battles can only be won when you analyze every bit of information about the enemy and then strategize accordingly. Now, draw a parallel between this and your digital-heavy business. Here also, you will have to gain insights into the quirks and foibles of the traffic that comes to your digital properties: desktop website, mobile website, or mobile application. However, it’s not as easy as it sounds; you need a full-blown digital analytics setup to analyze the data captured from various data points.
Digital marketing has now become a little less than rocket science and the marketers have to deal with a lot of new technologies and disruptive changes while bringing in new customers at a high ROI. This requires the use of right technologies and tools that can help marketers react to change quickly and generate better results each time. In an earlier blog article, we had discussed tag management, its importance, and some general benefits it offers to IT experts, analytics teams, and marketing managers. Tags are an essential part of any digital marketer’s life as they have to be implemented and managed for all kinds of software packages used for digital analytics, personalization, retargeting, affiliate marketing, and so on. 87 percent of digital marketers believe that tag management is key to their online success (source: eMarketer). In this blog, we would like to explore some practical benefits that tag management can bring, especially for the modern digital marketer.