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5 Steps to Measure Your Omnichannel Performance Using Digital Analytics

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  photo credit: Karolina Grabowska We had an interesting question come up the other day about how many leads does content get versus how many leads does advertising get. It's a great question, but, as analysts, if you were just going to report a number then you would be doing a disservice to the real problems at hand. Here is how I see this: - The original ask isn't a true business question that an analyst should really try and frame each question she or he is trying to answer - The question within the question is more important. What I believe is being asked is "how good are these channels and why do we need both if one is better than the other?" - maybe there's a bias towards one or the other, but you have to get to the heart of the matter The real things to solve for are the following: 1) Do we get leads ATTRIBUTED to content? 2) Is that lead ATTRIBUTED to content at the first touchpoint or in the journey? 3) If someone sees an AD with CONTENT during the journe...
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Google Assisted Conversions - The Good. The Bad. The Better

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I think we can all agree that Google Assisted Conversions, whether it's for form completion, download, or a transaction is very important in beginning to understand customer journey and what content helps drive your business. But there are issues if you are simply trying to see the total value of your various marketing channels. In this post, I will try to get into what's great about the assisted channels report, what's not so great, and steps you can take to best review your channel's value. The Good Understand Channel Relevancy: In the view, you can see how relevant each of the channels was to the main conversion. For this example, since it's a transaction we see how much revenue actually was attributed to that channel outside of last non-direct click attribution. As you can see, organic search as an assisted channel has a very high value as compared to last-click attribution. With this insight, you might think that you need to continue down the path...
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Website Engagement: Bigger Doesn't Mean Better

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Bounce rate  0% - CHECK Pages per Sessions 2 per session - CHECK Avg. Session Duration  2 min - CHECK Avg. Time on Page  30 seconds - CHECK Those are generally industry-respected metrics in regards to website engagement, and if you told a lot of your higher-ups and bosses these you might feel like your winning. But here are a few more metrics for you that might make you think otherwise: Newsletter Subscribes Conversion Rate  < 1% Lead Form Capture Conversions  < .5% Ecommerce Conversion Rate < 1% One of the things that I hold dear in my most recent training with www.digitalmarketer.com is that site engagement metrics are looking at metrics more in the sense of "what is the degree to which people are engaging".  I love that. The first set of metrics could be fine, or you could have a problem in engagement, but you have to really scrutinize your bottom-line to really figure that out. What we do know is that someth...
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