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Web Analytics
Every organisation that has any web presence needs to ensure that their marketing strategies are attracting the right kind of visitors, that visitors can quickly and easily become customers and that the content and design of the site is achieving your goals. Our goal at Columbus Web Analytics is to become your trusted advisor in understanding your digital landscape. With experience of all of the major Web Analytics vendors, we aim to advise and support the development of your online strategy. Whether your organisation is just taking its first steps in to the world of digital marketing or you have an established strategy that you are looking to improve upon, we are here to help.Acquire, Engage, Convert and Retain Customers Better
Our service offering can be summarized in to four key areas:
Implementation
Strategy & Requirements
Understanding the business objectives that drive any software implementation is the key to its successful user acceptance and ongoing utility within your organisation. Our structured workshops sessions are designed to ensure that all stakeholders elicit their immediate needs, future goals and 'blue sky' wishes and that these are recorded and included in the resulting strategy.
Which Analytics tool?
Our team have worked with all of the major Web Analytics vendors and of course the free tools too. We believe that vendor selection should not come as a first step but be a decision based on a clear understanding of your company's needs and aspirations.
Implementation
It is relatively simple to capture an enormous amount of data from your digital assets. Ensuring you are collecting accurate and meaningful data can avoid this data becoming overwhelming and even detrimental to your understanding of your business. Our team will develop and deliver a tagging strategy that will ensure you are making the most of the resources available and collecting data which will help you to improve.
Education
The success of any software tool or business process relies on the people who use and manage it. A tool that end users find hard to navigate and understand will quickly be considered not fit for purpose or a hindrance.
Our training sessions are designed to ensure that everyone involved in the setup and ongoing use of your analytics tools is able to do so easily. Whether that is an end user who checks reports periodically, an analyst who uses the reporting to delve deeper or the technology teams involved in deploying and maintaining your solution.
It is very rare that a Web Analytics solution will fit the needs of your business out of the box. Appropriate training and configuration of your system will set you up for success and allow you to be self-sufficient.
Beyond Web Analytics tools training sessions our workshop sessions also cover topics such as web design optimisation approaches, site personalisation strategies and data integration best practices. With in-house expertise and through our partnerships with the leading providers in the industry we can ensure your teams are skilled and prepared for success.
Analytics & Insight
Where and why are visitors falling at the last hurdle before becoming a customer? Which products and placements perform best for particular types of customer? What content is bringing visitors back to your site and at what frequency? Which marketing strategies are most profitable? How can your organisation do better?
Using Web Analytics tools to create pie charts and trending tables can be powerful stuff but could also be classed as merely 'Web Reporting'. The real power of Web Analytics comes from discovering insight that can drive action and deliver real impact to the business. Our team of professionals can help turn the data you are collecting in to something tangible that means something to your data-averse colleagues.
Whether that is a one off review of a particular area or an ongoing review and improvement process, we are confident we can deliver something that you can use to convert the 'non-believers' in your business to understand the power of data driven decisions.
Website Advancement
Which version of your Home Page performs the best, which design is most attractive to your Visitors, which ad copy results in the greatest number of qualified click throughs? We are able to answer these questions, and others, by utilising A|B and Multivariate testing tools. These tools are amongst the most powerful analytics tools and can lead to very quick, very noticeable improvements in online performance.
Integration of online, offline data and other data sources can be essential to getting an accurate picture of your customers and potential customers. Many digital marketing strategies have traditionally been managed by different departments in your business and by different suppliers. Resulting in silos of data which contain only part of the story.
It is time to bring all this together and to create one true, complete picture of your customers. Our industry experience can help you to identify which approaches can be of highest value and to manage you through the implementation process.
