Measuring the Impact of our Marketing

So. Businesses have grown smarter and have adopted the real time marketing strategies dearly. With too much data (big data!) out there, it is really a formidable task to convert visitors to consumers.  Accordingly, marketers still relying on gut instincts or even guesses need to shift gears and call on the smart analytics and provoke smart spending.
People go crazy on the internet (can’t blame them, everything’s free to watch and wander) – watching a video in the lunch break or just before bed, a page view or even an instinctive ad click – people make several stops before they take an action. So what moves lead them to make the purchase or cinch the sale? Well, what we need is a measurable way, in terms of ROI tracking, to improve our marketing campaigns and build audiences and retain loyal ones.
From Data to Insights to Action is the common motto for both Adobe Experience Manager and Google Analytics, where both big names have aimed to provide the latest in building brand, driving demand, extending reach to provide the best customer experience with full credit measurement, to enhance customer experience all the more!
With smart choices, businesses can have control over their content, steer their marketing wheels on to the right track, and take their campaigns in the correct direction – all of this being runtime and real-time. This agile and rapid deployment is what gives any business an edge over others in the running, and with a responsive interaction, customers are bound to view, compare, buy, like, recommend, follow and share about your product and business – and may that share be positive!
Adding Google Analytics e-commerce tracking code to websites enables tracking of social media sales and visitors.  With the conversion reports feature and setting up of goals, we can easily know when a visitor has become a customer or a lead. Even the number of transactions completed by social media visitors (down to the network – Twitter, Facebook, Pinterest) can be traced.
Like I said before in my article, digital marketers are striving to become strategic leaders by enhancing their web content management strategies and maximizing digital customer experiences.  You need to be on top of everything to remain in the game now – any loss of agility or resemblance to any other website static or under-designed or not user-friendly can result in game over.
You need to know:

  • How visitors find their way to your website (stumbled upon,/recommended to?)
  • The source of those visitors who ultimately will “convert” (purchase, download, register, call or perform the action that’s the ultimate objective of your website)
  • Why they acted as they did
  • How much it costs to deliver and convert each visitor
  • Which campaign or strategy produces the highest return for each marketing dollar you invest

These questions can be well answered using Google Analytics, which gives a holistic view of the customer’s moves across ads, videos, websites and social tools, tablets and smartphones, making it easier to build audiences by serving existing customers and simultaneously winning new ones. A happy visitor is what can be measured as successful for any business.
Continuous monitoring of website is crucial and constant update of the site according to the user’s requirements and satisfaction is elementary. Choosing the right benchmark and content to test channel and campaign performance can help you convert the data insights into real results. The correct formula will help to boost site traffic, maximize user satisfaction and keep visitors coming back until they’re ready to be converted to sale.
With tempting capabilities like Mobile Integration, Cloud Management and Social Communities, one can improve the ROI and with smarter steps in adopting Analytics and web content management tools, measuring these ROI can be made a sure bet.