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SITE ANALYTICS

OVERVIEW

Analytics is the cornerstone of data-driven marketing. Accurate numbers are the foundation upon which we build every performance strategy. Infrastructure and structure, put correctly into place, tell us what is really happening and create unmissable opportunities for us to measure and improve. Our Analytics solution is the hub of all our clients’ live data: who is reaching their sites and/or apps, how, why, from where, and what happens when they’re there.

We ensure we drive business performance, not just media measures.

OUR APPROACH

Deriving insight from  digital  audience requires a balance between  business understanding and technical implementation. We take an  integrated performance approach, joining up  media, experience and technical teams to ensure  that the data captured  is both accurate and  supports improvement  activities. We start by identifying which  measures define  success for the business organisation. That analytical framework will guide not only how the technology  is deployed, but how the data  will be understood and used to deliver value. Having  configured a new analytics setup, or reviewed and improved an existing deployment,  we then work with stakeholders to ensure the  tool(s) are used appropriately. This could be in the form of regular training or dedicated support  to  embed insight into the marketing, customer experience or service process.

OUR EXPERTISE

Our Analytics specialists use empirical data to clearly identify what is working and what is not, and to devise optimisation opportunities that will drive performance. Ultimately, we see Analytics as the first, perhaps most critical, step on the path to digital transformation. Our close partnerships with Google and Adobe, in particular, also mean that our clients can stay ahead of the curve, often with access to new technology opportunities in advance of the market. As Google Analytics 360 reseller, we have access to developer resource at Google – the benefits of which can be immediately passed on to our clients.

HOW IT WORKS

  1. Analytics framework definition

    Depending on  where a client is in their transformation journey, we define a shared  understanding of  the  measures  which  drive the business. Identifying which of  these KPIs, and their associated metrics, can be affected by technical  changes and marketing optimisation  not only determines how the technology should be deployed, but adds perspective to the data  that is captured.

  2. Technology implementation

    We deploy  the organisation chosen technology, built on  our own best practice guidelines and customised to address the requirements defined  within the analytics  framework.  Working on  location or remotely, our technical experts configure, test  and launch the selected tools. This can be working alongside in-house resource, or  on full service basis.

  3. Bespoke analytics

    With the correct data captured, we focus on translating this into  impactful analysis. This can involve our specialists working alongside  client teams on a daily  basis or  helping to set up data visualisation tools which enable marketers to conduct the  insight work themselves.

  4. Training and support

    To get the most value from analytics technologies, we provide expert training and technical support to clients ranging from global brands to agile start-ups. This typically involves building a bespoke curriculum to ensure all stakeholders within the organisation can use and act upon the insights, especially as teams change and grow.