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January 27, 2016

Measuring Your Marketing and Understanding Your Effectiveness

For any brand, quantitative analysis and examining analytical user-behavior data can play a major role in the success of your marketing. Measuring your effectiveness is critical because it allows you to understand what works best for your business and what doesn’t. Below are four analytics tactics that can help you measure your marketing and better inform the decisions you make moving forward.

Attribution Models and User Flow Models

By using an analytics program, you can ensure you are appropriately measuring the success of your marketing tactics and determine which will provide you with the most value. Google Analytics allows you to set up attribution and user flow models so that you can apply specific value to various channels, and understand the user pathway that leads to a conversion. For example, someone may visit your Twitter profile, and then the next day click on a search engine marketing ad that is served to them, just before proceeding to submit a form, or buy a product, on your website. While you may attribute the conversion to the ad, it’s important to think about how the user got there. If you eliminated your social media tactics, you would be eliminating the first interaction this user had with your brand. That brand recognition that was built during their first interaction could be of significance to why the user clicked on the CPC ad the following day. You want to be able to give each channel value in this process. Using these models will allow you to have a broader idea of the ROI that each tactic is giving you, and which sources play a role in the conversion process.

User Testing Tool

A user testing tool, such as Lucky Orange, enables you to track user movement on your page and see real-time user interactions. You can view how users get to your website to better understand which traffic sources are bringing which type of interactions. By following the mouse and seeing where people may be having issues with your site, you can determine a basis for a/b testing in the future. If you see that users tend to have trouble near your Request a Quote button, this finding may be the basis for testing out different locations for this button and seeing which spot resonates best for user engagement.

Tracking Phone Calls

While it may seem simple, understanding where the phone calls you receive stem from can provide you with a great deal of insight as to which sources you should focus your efforts on. Using a service like “If By Phone,” to track phone calls for you to allow you to grasp how people are interacting with the various mediums where your phone number is displayed can be very helpful. Where your calls are coming from is a big part of understanding which channels are providing you with the strongest ROI. Furthermore, you may find that some are giving you valuable calls where the most users are converting, while your number displayed in other places is giving you unqualified leads that don’t fit the target customer base of your organization.

Examine Lead Quality

Understanding how qualified leads differ from unqualified leads on your site is important. Bizible, or any tool that lets you connect your analytics to your CRM data, allows you to paint a clear picture of who the user is and what about your website enticed them to express interest in a product or service. This is especially valuable for paid advertising, as you can see what time people may have converted to decide where your advertising budget is best spent. You may have certain times of day that are resulting in more conversions, and leveraging that with when you decide your ads should show can be crucial to a good ROI.

Measuring Effectiveness

Measuring your marketing allows you to also measure the effectiveness of the initiatives you put in place at your organization. Understanding user-behavior data can have a great influence on how you market certain audiences moving forward, and can help to shape the way you garner a higher ROI in the future.


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Gabriel Shaoolian is a digital trends expert and CEO and founder of Blue Fountain Media, a digital agency in NYC focused on growing brands online through effective websites and online marketing. From start-ups to Fortune 1000s, Blue Fountain Media helps generate more leads and increased brand recognition Last year alone, the company, which has a client roster that includes Procter & Gamble, Harper Collins, Canon, NFL, Publishers Clearing House, Sharp, AOL and the United Nations, drove more than 200 million monthly visitors and $2 billion in revenue to the digital properties of its clients.

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