A Key Capability for Marketing Success
The Executive Challenge
Most companies "do" analytics. Google Analytics is free! And with Google Analytics, website owners can find out how many people are coming to their site, and when, and how many of those visitors are absolute unique visitors, and understand visitor recency and loyalty, and bounce rate by keyword, and...wait, what are those things? And what do they have to do with our business objectives?
Getting reports on website analytics doesn't translate to having information to drive good decision-making. Analytics reports tell you what is happening online but don’t tell you how your business is performing online. Performance is what you care about. Out of the box analytics reports seldom directly inform the questions business leaders most want answered...what turns a potential customer into an actual customer? What customer segments are in our sweet spot? What is the monetary value of a testimonial? What are my customers trying to tell me? Ultimately, how do I improve my value to current and future customers?
At Dominion Digital, we connect our approach to our client's core objectives. This pattern persists in our Website Analytics consulting. A website's "purpose" breaks down into 5 general categories:
- It is a means to promote products and services
- It is a means to conduct transactions
- It is a vehicle to deliver services
- It is a vehicle to serve and support customers
- It is a channel to ensure regulatory compliance
Online activities vary and overlap across categories, and often analytics solutions report these activities in ways that make it difficult to gauge success. Dominion Digital's website analytics team will configure your analytics tool so that each metric reported to you will be relevant to your website's purpose and your organization’s goals. And, if you don’t have an analytics platform, our experts can help you select one.
The "gold mine" of good analytics is customer insights. Each website analytics project begins with an in-depth review of the customer segments you'd like to reach and your baseline performance in each of these segments. Dominion Digital then customizes your analytics to allow you to see activity patterns by category of user. This helps you to get the right message to the right user and ensures that your investment dollars get the highest return.
The Dominion Digital Difference
We know that in most cases a website is a source of either direct or indirect revenue. We can help you understand and monitor the link between your content and promotions and your bottom line. Better understanding this link drives insights into why your business works and how to make it work even better.
And once your web analytics are working for you and you understand what weaknesses to fix and what strengths to play up, Dominion Digital can help you implement website improvements. Our developers and usability experts will work hand-in-hand with our analytics team to make sure your investment in web improvements are the right ones.
For more information about Web Analytics, please contact us:
804.648.0600 - option 2
877.949.3344 - option 2