Data & Analytics

Data Analytics is the art and science of collecting and interpreting data to make informed and insightful decisions. Analytics allow marketers to identify patterns and derive insights from data.

Like a race-car pit crew pouring over data in the pits, marketers use data analysis to make decisions. Otherwise they’d just be guessing. With the right data, decisions are usually pretty straightforward. Often, the hardest aspect of data analysis is setting up data acquisition properly, knowing what data is important and understanding what do do with it.

Blog Posts

How To Set Up Google Analytics 4 (GA4) – Step by Step Guide

GA4 is the latest iteration of Google Analytics. GA4 is a whole new ball game. The biggest difference is that the entire ecosystem is event-based. So how do you set everything up? Like most things, there are several ways you can do it, but I’m only going to walk you through the preferred method for most people. For this demo, I’m going to assume that you are working with a website (vs. an App) and are using Google Tag…

Best Way to Track GMB Traffic in Analytics – Detailed Walkthrough

Why Track GMB Separately? Google My Business (GMB) traffic is a major source of traffic for many businesses and being able to identify traffic from GMB apart from other normal organic traffic is going to allow for better optimization. And if you’re managing a Client’s account, it good to be able to demonstrate how the work you’re doing on their GMB is having a meaningful impact. A Little Background There’s no prebuilt way to differentiate your GMB traffic from…

What's the use of analytics?

Data analytics is about putting real world behavior into numbers that can be analyzed objectively. Skilled use of data analytics takes a range of skills, not just data science or math. Using computer skills, math, statistics, advanced decision making skills (often in real-time), an understanding of practical business goals and predictive models, data analytics helps you spot problems, identify trends, discover opportunities, tests ideas and measure real world behavior objectively to make a limitless number of business decisions. Its important to understand though that the data alone won’t do you much use. Its about decision making. The greatest data scientists, programmers, or Excel wizards aren’t necessarily good at using analytics to make decisions. 

How does analytics work? (user behavior for a website)

Tracking behavior on a website or app requires a snippet of code. You then modify that code to identify whatever behavior you’d like to track, such as clicks, phone calls, form submissions or page views. Once the desired behavior is triggered, your tag (part of your code) fires and sends whatever data you’ve asked it to send to your data platform (often Google Analytics). A tag is basically data from your tracking code that gets sent somewhere when a user does something specific, or “triggers” it. The most common tag is a Page View, but you can create tags that trigger on almost any behavior. Tag management platforms like Google Tag Manager (GTM) are an evolution in how we build and manage tags. Using GTM, you simply place some code on your website one time and manage all your tags from a user friendly interface, rather than coding everything by hand. Now you can create, modify and test tags and triggers without a programmer. That said, GTM doesn’t remove the need for a skilled programmer. Unless you can write JavaScript or know where to look to get the information to build triggers for your tags there’s going to be a lot of data you simply won’t be able to track. The best setup is to have, or be, a skilled analyst that knows exactly what they want and can work quickly with a programmer to build tags/triggers.

What can Google Analytics be used for?

Google Analytics allows you to track, observe and analyze real world behavior users have with your website or app. With proper tracking, well-defined goals and a skilled analyst, it provides you with a foundation to make objective business decisions and inform your overall business strategy. It helps you discover opportunities, identify trends, spots problems and test an endless number of conversion optimization ideas.

How do I access Google Analytics?

Access your Google Analytics account and click “Try For Free”  or “Sign In” if you’ve already made an account. You’ll need access to the backend of your website to verify ownership and collect data. Its probably a good idea to create a Google Tag Manager account at this time since, in the long run, you’ll probably want to track behavior from tags created there rather than from the tag Analytics gives you to put on your site or app. Either way is fine, though. You can change how you implement your tags later.

Why is data analytics important?

Data Analytics help you make informed business decisions to achieve business goals, optimize operations around key performance indicators (KPIs), drive conversions, improve efficiency and increase profits. Its a massively important tool for maintaining the health of your digital strategy and growing your business. It lets you optimize your SEO, improve your Paid Media campaigns, test ideas, troubleshoot issues with your site and a million other things that you didn’t realize you needed it for until you use it.

My business is doing fine. Why do I need analytics?

If your business has a website, Analytics is going to improve performance by identifying technical problems, identifying opportunities, observing behavior over time and tell you where your customers are coming from. Strangely enough, Analytics doesn’t have a pre-built method of tracking Google My Business (GMB) traffic. There are a few extremely poor methods out there, but I actually developed a method that’s ultra-clean and I’m happy to share

Should I just hire someone and how much should I pay them?

Honestly, yeah, you probably should. And how much you pay them should all depend on what they do. Since the value of the data you gather is to make informed business decisions, you should hire someone that can do something with the data. Hire someone (or a team) who can optimize your website (or rebuild a nicely organized and SEO friendly site), build & manage paid media campaigns, create great content, solve technical problems with your site and, most importantly, understands your business & goals.