Analytics is the cornerstone of data-driven marketing. Accurate numbers are the foundation upon which we build every performance strategy. Infrastructure and structure, put correctly into place, tell us what is really happening and create unmissable opportunities for us to measure and improve. Our Analytics solution is the hub of all our clients’ live data: who is reaching their sites and/or apps, how, why, from where, and what happens when they’re there.
We ensure we drive business performance, not just media measures.
Deriving insight from digital audience requires a balance between business understanding and technical implementation. We take an integrated performance approach, joining up media, experience and technical teams to ensure that the data captured is both accurate and supports improvement activities. We start by identifying which measures define success for the business organisation. That analytical framework will guide not only how the technology is deployed, but how the data will be understood and used to deliver value. Having configured a new analytics setup, or reviewed and improved an existing deployment, we then work with stakeholders to ensure the tool(s) are used appropriately. This could be in the form of regular training or dedicated support to embed insight into the marketing, customer experience or service process.
Our Analytics specialists use empirical data to clearly identify what is working and what is not, and to devise optimisation opportunities that will drive performance. Ultimately, we see Analytics as the first, perhaps most critical, step on the path to digital transformation. Our close partnerships with Google and Adobe, in particular, also mean that our clients can stay ahead of the curve, often with access to new technology opportunities in advance of the market. As Google Analytics 360 reseller, we have access to developer resource at Google – the benefits of which can be immediately passed on to our clients.
HOW IT WORKS
Depending on where a client is in their transformation journey, we define a shared understanding of the measures which drive the business. Identifying which of these KPIs, and their associated metrics, can be affected by technical changes and marketing optimisation not only determines how the technology should be deployed, but adds perspective to the data that is captured.
We deploy the organisation chosen technology, built on our own best practice guidelines and customised to address the requirements defined within the analytics framework. Working on location or remotely, our technical experts configure, test and launch the selected tools. This can be working alongside in-house resource, or on full service basis.
With the correct data captured, we focus on translating this into impactful analysis. This can involve our specialists working alongside client teams on a daily basis or helping to set up data visualisation tools which enable marketers to conduct the insight work themselves.
To get the most value from analytics technologies, we provide expert training and technical support to clients ranging from global brands to agile start-ups. This typically involves building a bespoke curriculum to ensure all stakeholders within the organisation can use and act upon the insights, especially as teams change and grow.
