Be In The Know Blog

Hidden Marketing Analytics Tools You Might Be Missing

Posted by Allison Sturtevant on May 12, 2017 at 11:02 AM

Though the vast majority of marketers are comfortable with making decisions based on broad analytics, such as cost per click, click-through rate and cost per acquisition, most marketing campaigns are more than just these numbers. To analyze digital marketing data from all angles, marketers need to take a deep dive into their campaigns using lesser-known marketing metrics and analytics tools. This could uncover hidden connections and information that further boosts business. Remember, it's important to investigate all channels and metrics of a campaign for determining the best suitable optimizations. Below are just a few metrics and tools that can lend more insight into your overall campaign activity.

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Topics: Analytics

3 Ways Using Google Analytics Can Help Small Businesses

Posted by Sravani Anumolu on April 14, 2017 at 11:41 AM

If you're a small business taking a DIY approach to your digital presence, Google Analytics is your best friend. Not only is using Google Analytics straightforward, but it offers basic metrics and insights that give shape to your digital success.

For resource-limited organizations, the biggest advantage is its cost. For basic users, Google Analytics is completely free. As your company grows, however, consider investing in Google Analytics Premium, which provides more advanced reporting features. Still, there are ways small businesses can take advantage of the standard version to make better use of this information and increase the value of this free solution. Here are three ways to make your marketing even better by making the most of Google Analytics.

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Topics: Analytics

5 Fails in Your Google Analytics Best Practices

Posted by Sravani Anumolu on March 9, 2017 at 1:12 PM

If you're not up to speed on Google Analytics best practices, even this free tool could still be a waste of your valuable resources. The following mistakes are common among many SMBs, yet are some of the easiest to course correct:

1. You Haven't Set Up A Dashboard

Think of your GA dashboard like the one in your car: It has mission critical information as to how the engine is running. Fortunately, it's also customizable. To get a handle on your web traffic, set up a dashboard that focuses on the data most important to your business. Different businesses will be focused on varying data points, but many opt to include page views, bounce rates and top referring sites at a minimum. Here are some tips from Google on setting up your dashboard.

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Topics: Analytics

4 Metrics to Measure Website Performance and End Analysis Paralysis

Posted by Brooke Moody on February 13, 2017 at 9:57 AM

If you've begun to measure website performance, the amount of data that's available can be overwhelming. (If you haven't started measuring your web performance yet, here's a guide to web analytics tools from Search Engine Land.) But you don't have to get bogged down in analysis paralysis. If you're like most SMBs, there are four key metrics to focus on that will tell you how your website is doing.

1. Traffic Referrals

Traffic referrals tell you how users reached your site, whether it was from paid advertising, search engines, blogs or social media sites. This tells you where your marketing or publicity efforts are paying off and may also point you to potential site partners. If you're getting a lot of traffic from a particular website, you might want to turn that connection into a more formal business relationship.

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Topics: Analytics

Website Performance Metrics: A Guide to the Google Analytics Dashboard

Posted by Allison Sturtevant on August 31, 2016 at 11:37 AM

If you can't measure it, did it have an impact? Without website performance metrics, the only thing you can say for sure is that you don't know how your campaigns are working. Many businesses don't make it because they fail to learn from mistakes and course-correct. Google Analytics can give you the insights you need to make those changes. When Marketing Land compiled estimates for Google Analytics' 10th anniversary last fall, they put the number of websites using the service between 30 and 50 million.

Once you set up a Google Analytics account, you can monitor multiple websites. Each will have its own dashboard, featuring six broad categories and sub-menus. The service also provides you some examples of how to use the tools within each section to drive positive results for your business. Here are some of the metrics and how they can work for you.

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Topics: Analytics

Tips for Testing Brand Awareness

Posted by Alyson Phillips on June 30, 2016 at 2:56 PM

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Analytics

The Importance of Data Analysis for Regional Businesses

Posted by Brooke Moody on May 25, 2016 at 11:22 AM

Analytics aren't just for enterprise businesses looking for high-level data insights. In today's business world, the importance of data analysis extends all the way down to small mom-and-pop shops serving their local communities. Part of this trend is due to the broad availability of analytics tools. Google Analytics offers free insights to any company or user, and other, low-cost tools make it easy to reveal simple but influential insights about how your company does business. But it's also a matter of staying competitive.

There are a lot of ways performance can be measured, and the metrics can get confusing and misleading fast. For small businesses focused on building a presence within a region, the importance of data analysis can be distilled down to a few keys data points that shed light on how well you're reaching an audience.

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Topics: Analytics, Integrated Marketing

Importance of Data Analysis: 4 Metrics Every Business Should Track

Posted by Whitney Miner on April 4, 2016 at 1:15 PM

Is your company's marketing doing well? You might think so, but the truth is often told by your data analytics. Given the vast amount of information available through digital sources, businesses of any size, industry and location can use data to generate incredible insights for the company. The importance of data analysis can't be understated. This information can drive meaningful changes to any marketing strategy, optimizing campaigns across several channels — but to realize this potential, businesses have to understand what information they're looking for. There are a lot of data points to consider, and not all of them are created equal.

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Topics: Analytics

Measure Automotive Advertising Trends With Key KPIs

Posted by Jesse McCambridge on February 29, 2016 at 9:34 AM

Businesses in every industry must adhere to certain universal best practices when building a digital presence, but there are differences in how specific companies can effectively deliver certain products online.

For instance, in the automotive industry, consumers often use the Internet to research cars, browse dealership inventories and get more information before making a purchase. To target consumers shopping for cars online, advertisers are refining their strategies and monitoring certain metrics that have a strong correlation to digital advertising success among dealerships and automotive brands.

When building digital campaigns, focus on these automotive advertising trends to uncover the true value of your automotive ad strategy.

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Topics: Analytics, Integrated Marketing, Automotive

Are Your Website Performance Metrics Giving You the Full Story?

Posted by Whitney Miner on February 25, 2016 at 11:02 AM

Through the use of free and low-cost tools, businesses can get access to website performance metrics that tell the story of your digital success. This information can be of enormous value to your company, as it provides new insights that inform more efficient online practices and marketing strategies.

However, performance metrics can just as easily be misleading, painting only a partial picture of what's going on with your website. In worst-case scenarios, your interpretation of the data may be the opposite of what's happening in reality — but with no alternative data, it can be tough to separate fact from fiction.

Many companies face this struggle: Which website performance metrics matter most, and how can you tell? It's an imperfect science, but with hard work and careful attention, there are ways to uncover the truth that lies within your website performance metrics.

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Topics: Analytics

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