In digital advertising, we’ve an unusual ability to collect user data that’s superior to other forms of advertising data; particularly in relation to what’s featured in TV or print.
However, merely collecting the data can possibly be overwhelming unless a marketing anthropologist can cut the clutter and provide meaning to exactly what the data says about your business.
Below are a few information on how to give meaning to your webpage traffic or advertising response data.
Separate perception from reality
Often, a business’ view of its customer is amazingly then again the customer’s actual behavior. Fortunately, analytics can support or challenge your perceptions and help you build a profile of the customers that you attract.
Just for example, it’s possible to determine:
- Geographic location – Pinpoint city, regions, states or country
- Demographics and interests – Combine remarketing data on your site analytics to reveal age, gender, and special interests by category
- Time of day: Carry out users peak at certain times of day? What’s triggering this behavior?
Know when your web traffic is real
Perhaps you’re seeing spikes of spam bot traffic hitting your website or blog and generating false positives about your foreign audience.
Large volumes of traffic from Netherlands, Ghana, China, Russia and other faraway lands plus high bounce rates will probably be a sign of bots hitting your site or gaming your analytics code to appear as a visitor, even when they’ve never been on your site.
Most typical tactic occurring now could be traffic by referral sent to you from suspicious sites. Check your referral reports for names for instance “Simple-Share-Buttons,” “Event-Tracking.com” and “Get-Free-Traffic.” Connections to those sites will seem as part of your reports – but don’t click on them – they might look to be a gateway to a malicious program, Trojan, or perhaps a black hat SEO firm advertising their services.
Foto credit: http://www.ohow.co/
You can eliminate this sensors data off of your reports by creating filters, while it needs diligent mission to stay just a little a step ahead of offender just like the names often change.
After all, you may no longer provide the international following that you felt you would have, your data will probably be very clean yet tell a more accurate story of your respective business.
Identify the strength of your own brand
“Direct Traffic” is any traffic that arrives in you via a primary link or URL and not via more choice-driven responses say for example a search engines like google, social media, or advertising.
A healthy percentage of direct traffic will implies that consumers are acquainted with your ad and certain type it right into their browser. Try and find this percentage to progress after some time as your brand sales from advertising, repeat business, and consumer memory.
Additionally, this name should really be a top 5 keyword for your business since this indicates strong brand memory in the minds of other people searching for you. If your brand name is not strong enough to fail your top 5, consider a branding campaign or public relations offer lift as well as grow name recognition.five
Long tail keyword data
The keyword choices that consumers utilize to find your company can tell you lots. They might look to misspell business name, associate you with the use of a competitor, know you only by the product sold by yourself, or search for a worker or spokesperson by name.
By collecting this long tail keyword data, you’ll be able to better learn how your prospects know you, what they call you, what they want from you, and maybe where they’re confused regarding your brand.
It’s vital that you observe that in Google Analytics, some keyword information could be categorized as “not set” in other words source is certainly not available.
It may be frustrating to marketing analytic gurus to not have this window into their data. “Not set” typically means the owner is searching privately with a cloaked browser or is logged in to your major search engine and most definitely has evolved to not be having their behaviors tracked.
In AdWords, however, these figures becomes available as an important aspect of Google’s advertising services. If you really encounter “Not Set” data, substitute with AdWords data when available. A few years ago, Google set default browser search settings to private; however, Yahoo/Bing searches provide keyword-level data within Google Analytics.
Also, pay attention to fake organic keywords that appear within your reporting and generate their way into one’s data. Ghost referrals are keywords that have utilized a weakness in Google Analytics appearing as part of your reporting. These suspicious keywords may appear as “Get Free Traffic” or something similar in an attempt to play like an advertisement for the venture that placed the concept of within your reporting. The terms are typically obvious and also have no relevance to your business.