A deep understanding of Web Analytics is the foundation of all successful digital strategies. The analytics space is one of the fastest growing areas of digital marketing, and has led to what is known as ‘big data’ where users are encouraged to combine data from all sources to make services more customer centric.
Within the Web Analytics space we prefer to be technology agnostic and have built up expertise with all the key market players:
• Google Analytics
• Universal Analytics
• Google Tag Manager
• DC Storm
• IBM CoreMetrics
• Adobe Site Catalyst
We offer these core services:
The majority of websites have some kind of analytics package to collect data.
At 4Ps we will audit your current analytics setup to ensure that you understand the information being collected and we will highlight any potential issues. We routinely check analytics accounts with CRM, Back Office and other packages to ensure that the information collected is consistent and reliable.
If you are planning a site migration or developing a new website it is critical to decide which analytics package you will use and how your site should be tagged. We will work with your in-house team and development agency to ensure that the necessary interactions are tracked and recorded.
Web Analytics packages produce vast amounts of data. Transforming this data into concise, effective and meaningful reports can prove difficult.
We will help produce reports for executives, Senior Management and C-level management, highlighting the information relevant to them. Some analytics packages provide this functionality, whereas others will need an Application Programmers Interface (API) in order to collect data from the package and transfer it to Microsoft Excel.
Our Digital Strategists will help review your reports and combine these with other data sources to give you insights that aid informed decision making. Each of our Digital Strategists is a specialist within a specific vertical, ensuring that the insight and advice you receive will be highly relevant.
Optimisation/Conversion Rate Optimisation
Our Consultancy Team will analyse your onsite optimisation to improve general user experience or, more specifically, to study conversion rate optimisation. Each project has a ‘discovery’ period where we review your existing setup and talk to your in-house teams so that we can understand past experience in terms of success and failure.
We use A/B testing and user panels to uncover the users’ journey and ensure we optimise that journey in an efficient and effective way.
Many of our clients have benefited from specific analytics focused training days. Typically, such a day would cover:
• How tracking technologies work
• How to implement onsite tracking
• How to report using your analytics product
• Exporting and understanding data
We can also tailor training sessions to meet the needs of your team.
Want to know more?