Digital Measurement Strategy & Using Google Analytics

Eventbrite - Google Analytics Bootcamp

Measurement is the core effective of your digital marketing. With a strategy in place that clearly defines the data you need to measure success, you’ll be able to show how marketing contributes to your organization’s bottom line. Digital measurement has quickly become an integral part of the digital marketing strategy. Without measuring the effectiveness of certain elements of your digital strategy, you can never be sure of the extent of business performance against KPIs.

In digital measurement there is strategy which you need to understand so it would be effective in supporting your digital marketing strategy. You have to define your business goals, determine customer segment, understand your multi-channel customers, map your business objectives to KPIs, establish the technical infrastructure, define the reporting needs, and make it actionable. Incorporate specific recommendations and actions as part of your reports and dashboards. Show how to take action on the insights, rather than just produce another report.

In supporting your digital measurement strategy, you will need the right tools to make it more effective. One of the best tools you can use is Google Analytics. Google Analytics is a free web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes.

The service is available to anyone with a Google account. You can use Google Analytics as tools to support your digital measurement strategy with certain features that you need to understand to effectively measure the performance of your website and the success of your digital campaigns.

Session and Users
Sessions and users are two of the most basic metrics you’ll be presented with. A session is the period of time a user is actively engaged with your website, it starts when a user arrives on the website and ends when they exit. Sessions are monitored and any actions taken, for example clicking a link to change page, are recorded. Users show individual people visiting a website. If a person visits a website multiple times over several days each visit is recorded as a new session.

Bounce Rate
Bounce rate provides you with the percentage of sessions in which a user arriving on your website views only one page. In other words, a bounce occurs when a user arrives on your homepage, decides it isn’t what they were looking for, and then leaves without clicking any links.

Traffic Source
Monitoring traffic coming in from the various channels can tell you which source send the most traffic to your site and help you decide which areas need more attention. Looking at the Channels report under Acquisition will split the traffic by source, showing where each visitor came from.

Segmentation
Segments allow us to group users who share common characteristics. The ability to focus on the data to identify the sources of your highest conversion or problems that are causing users to bounce. By segmenting the data provided by Google Analytics you can process the useful metrics and come up with real insights.

Google Analytics provide you with trends which can help you establish your most effective marketing channels and campaigns. It can help you with effective measurement to support your digital campaigns.

Considering the importance of Google Analytics & digital measurement for digital campaigns, InboundID and Partner Iklan are exclusively organizing the Google Analytics & Digital Measurement Bootcamp that will be held on Thursday, December 3rd 2015, start on 10 am – 4 pm, in Marquee Office, Cyber 2 Tower, Jl. H.R. Rasuna Said Blok X-5 No. 13, Setiabudi, Jakarta. This event will present Mr. Ridho Putradi S’Gara (CEO and founder of InboundID and Partner Iklan) as speaker.

Register now and reveal the secrets at the bootcamp on Google Analytics introduction, audiences analysis, behavior analysis, digital campaign analysis, sales and conversion analysis, digital attribution, Google Analytics certification and more!

Sources:
businesswest.co.uk/blog/2014/10/14/measuring-digital-marketing-how-to-effectively-use-google-analytics
socialmediaexplorer.com/social-media-measurement/google-analytics-how-to-define-goal-conversions/
freshegg.co.uk/blog/analytics/performance-measurement/how-to-create-a-measurement-plan-and-why-you-really-need-one