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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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The Sequence Segment: You're New Desired Path Best Friend

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One of the key steps in the creative process when designing a website is to think of the different desired paths you want users to go through in order to convert. Sure you can get expensive journey analytics tools, but that isn't practical or cheap. Google's out of box reporting: the navigation summary report is very limiting and the behavior flow report can look a bit clunky. So what's an analyst like you to do?  Our Story Problem Let's look at an example involving an online retailer that just designed a new site. They'd like users to first land on their homepage, learn about their business and products, go to a categories page to choose specific products, then get to a product detail page and buy. The trick is that they are realistic in that they know that people do their research. They want to know if their users are doing this across multiple sessions to buy, not just one session. If they know this then they know the journey they want users to take is wor...
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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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