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.
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.
