Digital Marketing Analytics
Digital marketing can be overwhelming. We help build your confidence in digital marketing by identifying and focusing on what matters. Thanks to MVA's 10+ years of digital marketing analytics experience, we know how to connect your business objectives with key marketing metrics allowing you to better understand if your marketing is successful.
What does it mean to be Successful?
Defining "success" for digital marketing campaigns is one of the most important, but often overlooked, steps in digital marketing. Without defining "success" there's no way to determine if you're successful. It's easy to focus on the default metrics handed to you by digital marketing vendors, but clicks and pageviews alone aren't going to drive your business.
We help you translate what you're trying to achieve for your organization (business objectives) with specific metrics so you can have confidence in knowing how well your digital marketing efforts are working. We collaborate with you to identify primary success metrics and secondary success metrics. Then you can focus on on what matters - driving your business - instead of wading through a sea of data.
Now that you know what matters, how do you track Success?
Since digital marketing tactics use a variety of formats, the methods we use to track success metrics must be complimentary to their digital marketing media. Some of the platforms we often use for tracking marketing activity include:
Google Analytics is the most widely used web analytics platform in the world. We have 10+ years of experience installing, customizing, administering, and updating Google Analytics implementations. Some of the advanced features we've successfully implemented include:
Custom dimensions and custom metrics
Mobile app integration
Custom intelligence alerts
Google Tag Manager
Google Tag Manager is often the best way to add code required for measurement and tracking tools to a website or mobile app. Google Tag Manager is a free tag management system designed to keep website and app tagging clean, organized, and manageable.
Tag management systems like Google Tag Manager are becoming the preferred method for tagging websites and apps because tag management systems:
Improve the speed of implementing new tags and changing existing tags by shifting the workload off of the IT department
Reduce costs to implement tags by centralizing the tagging process
Increase the stability of tags by removing them from individual lines of code, where an unrelated change may break the tags
The Facebook Pixel is the cornerstone of Facebook's marketing empire. Placing this code on your website or app allows you to connect on-site activity with anonymized Facebook users. This provides unique insights into your website visitors. Customizing the code sent to Facebook also allows you to setup highly targeted marketing campaigns based on user attributes/demographics as well as on-site/in-app behavior.
Google AdWords and Bing Ads
You likely already know that AdWords is Google's flagship marketing product and Bing Ads is essentially Microsoft's version of AdWords. They are often a highly cost efficient way to reach your target audience. We can increase the targeting capabilities and expand functionality of these campaigns by customizing the information we send to Google and Bing.
Sometimes referred to as CRM systems, email platforms often serve as a primary digital database for all of your customer contacts. These systems are useful out of the box, however they can be much more valuable after receiving information about those customers on-site and in-app behavior. Adding behavioral information to the creation of email and other CRM campaigns allows for greatly improved targeting and personalization.