The Absolute beginners guide to Data Driven Marketing with Google Analytics
Updated: Aug 7
In recent times data analytics has become a trend among marketers, But have you wondered why data analytics is important in marketing?
Well, the answer is quite simple, Highly data-driven organizations are three times more likely to report significant improvement in decision-making, according to PwC research.
As per the 2015 analytics report of the salesforce state, the number of data sources actively analyzed by businesses is expected to grow by 80% between 2015 and 2020.
Let's look at the beginner’s guide to data-driven marketing with google analytics.
What is Data-Driven Marketing?
Data-driven marketing is a way to understand and predict customer behaviour. Then converting this insight into actionable work like a targeted marketing strategy. Though we measure the effectiveness of marketing efforts. We can conduct alternative tests using different strategies and compare the results to identify business opportunities and advantages.
Why Google Analytics for Data-Driven Marketing?
Google Analytics is a free analytics tool. If you are a person who owns a website, who writes blogs, who circulates blogs on social media platforms then this tool is for you for the following reasons.
In addition to these google analytics can track the location of your visitors, which pages on your website are attracting more traffic?. Have visitors converted to customers?. Which blog content has most views? And so on but these are the most expected questions from the owner of websites or blogs.
How to Use Google Analytics?
Install Google Analytics
First and foremost you need to create a Google account. It's better if you use a Google account through which you access other Google services like Gmail, youtube etc. Else you have to create a new account. You can also grant access to others for your Google Analytics account but it's not a wise decision. Also don't let any of your web developers, web hosts or anyone creates your website’s Google Analytics account under their own Google account so that they can manage it for you. This is a safety measure in case if you part ways with this person then you would have to start from scratch.
Set up Account
It takes three steps to set up your Google Analytics account. Google also offers 100 google analytics accounts,50 website properties under one Google account and 25 views under one website property.
Add tracking code
Google Analytics can't work until they are linked to web pages of a website. Once you finish up your account, Google will ask for Tracking ID click on the button and you will see a piece of code. This tracking code must be added to each web page of your website. You can insert them in header and footer tags. Some Platforms like word press ask for the full script. But today many websites are using Google Tag Manager to implement tracking code.
Set Up your Goal
To track activities on your website you need to set up goals in Google analytics. These goals can be of different types for a different purpose. This could be for an e-commerce website to generate its thank you page after every successful purchase or newsletter signup. You can set your goals in the settings of Google Analytics by clicking on Admin menu right below view column.
You can also customize your goals based on your KPI(Key Performance Indicator). If the conversion is one of the goals then you can add a video clip after the customer reaches the thank you page.
This can be done by giving a name for your goals followed by selecting “Destination” if an activity ends in “Thank you” and go towards the “Event” to measure conversions. Google analytics offers to set up 20 goals for a website.
Set Up Conversion Funnel
You can track conversion in google analytics to see how much conversion your website makes and the path which visitors took to complete the conversion. Google analytics standard report provides specific data along with conversions. this data could be the location of your visitors through location report. Visitors via social media platforms that is Acquisition. What pages your visitors landed to make conversions known as landing pages report.
Conversion Funnel helps you track your metrics on a weekly basis showing the progress with each passing week. .It's totally fine even if you don't have all the data. What matters is getting started.
You can start with a basic funnel using spreadsheets but there are other specifically designed tools for Conversions like Woopra, mixpanel and KISS metrics.
Emails play a vital role in customer retention. There are two important parts of emails one is timed emails another is triggered emails. There are few email automation tools such as customer.io,intercom.io etc. but before going to parts of email lets know how we can use these emails.
Time is a metric where you can find out your customer mail opening time through google analytics. Once you run campaigns you will be sending emails to your customer knowing the time when customers are more prone to open their mail can have a better conversion for your website.
Timed emails can automate emails on a scheduled time. eg you can schedule an email after 30 days for your new newsletter signups to provide them with information or you can get them notified when you post a news or blog post.
Triggered emails are customized emails sent to individuals based on specific action they do on your website or app. For reasons like downloading a brochure, adding items to cart and forget to buy it(Retargeting), when looking for a particular product on your website.
One Metrics that Matters
Google Analytics provides you with 4 types of reports under the Standard Google analytics report.
This report gives information about your visitors' gender and age(Demo), general interests, location and language they speak(Geo), how many no of times they visit your website(Behaviour) and (technology they use(Device).
This gives you details about what drives more traffic to your website or blog. Once you link Google analytics You can learn whether it's your social media platforms or Ad Campaigns through PPC, AdWords or Search Consoles.
Behaviour report provides you with visitor activities on your website. These activities totally depend on the content in each page of the website which can be monitored in Site Content. If you have a Site Search on your website can see the terms searched and the pages visited most. You also get to know the loading speed of your website through Site Speed.
Though Google Analytics pours N number of metrics in each report category, It's wiser to focus on one metric which is essential for Data-Driven Marketing. You can break down these metrics to various types of business like E-commerce, SaaS, Mobile apps etc.
The metrics keep changing but it's better to keep tracking a few key metrics which helps you to achieve your business goals. Amount of data you have has no influence on your metrics bigger the data greater the research.
Hope you had an overview of using Google Analytics to make Data-Driven Decisions!