DATA DRIVEN BUSINESS PRACTICES
Beyond Web Analytics
When was the last time you looked at your websites analytics data? If I was to ask you what your daily visitor count and page view was; would you be able to answer the question?
You probably would be able to, Visitors and Page views are vanity metrics. Just like Facebook and Twitter followers, marketers love these ‘Vanity Metrics’. But If I were to truly ask you the value of a Facebook follower; or the 100000 visitors you got to your site last month; what would your answer be?
The whole world has changed to a new model where the consumer is not shackled to a single screen why are we still using analytics like we were 10 years ago.
To really take advantage of the power of the web, you need to measure customer pathing, traffic sources, content effectiveness and video engagement. You need to know more than who’s coming to your site. You need to know why. To know the best page or product to show them. What they’re looking for and how one interaction will affect all the rest. And you need to know now.
Because the web is central to most digital experiences, web analytics plays an important role in answering these questions. But to really know all this, web analytics can’t live in a silo. Real insight comes from putting web data together with all your other channel data and understanding them together.
Marketing analytics is all about knowing your customers and the channels they interact with you on. Where are they interacting with your brand? Which experiences work best for them? In truth marketing analytics helps you to make digital experiences great.
While each platform has tools to measure them individually, the silos that get built don’t help us understand the customer journey holistically. The goal of marketing analytics in Adobe Analytics is to take the data from all those channels, to bring it together to deliver meaningful, real-time customer insights.
With multiple channels and point of contact in the offline and online world, enterprises and businesses collect data form an ever-growing number of channels. On its own the data says a lot about what the customers do, but without a full attribution modelling, we have no understanding about how the different interactions have on the decision to convert.
This is where Attribution Modelling with Adobe Analytics steps into the picture.
The goal of attribution is to understand the value of each touchpoint in the consumer’s journey. Adobe Analytics makes this cross-channel attribution possible. With a wide variety of rules based and advanced attribution models, Adobe Analytics can meet any businesses needs.
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At Fulcro we bring a rapid deployment approach to Adobe Experience Cloud deployments. Connect with us to discuss your business requirements.
Let’s talk and see what impact we can drive to your business.
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