social media
Google Analytics enables you to follow a complete user journey on both a desktop and a mobile phone For example, if you’re utilising NFC or
other mobile specific technologies, but you have a big marketing push on desk- top search, you’ll be able to show how the two interlink. The second core benefit of Universal Analytics is the ability to now import other data into Google Analytics and overlay it on the standard analytics data. This allows Google Analytics users
to overlay cost information with your online reporting. For example, if you’re paying your SEO agency a set retainer fee, you can include that next to your search data to see what your cost-per-visit is from an SEO point of view. This will leave you with a closer understanding of what ROI that agency is delivering. Similarly, if you’re pushing a massive
NFC subscription campaign through offline advertising, you can overlay those offline costs on your mobile usage metrics. From this, you can begin to get an idea of how successfully your invest- ment is being monetised. When you combine both features, you
can get a wealth of data. For example, if you’re using NFC payments, you can see how users find your site and com- bine that with how they pay with their
66 40+30+20+10
yet another benefit is the ability to assign customer lifetime value
mobiles offline. From this, you can see what online activities deliver the most cash offline and, from their profile data, which type of people convert best. The final benefit is the ability to
assign customer lifetime value, which is particularly relevant for any e-com- merce properties you may have set up. By assigning values to actions on our
sites, and in conjunction with the previ- ously mentioned two features, this will allow us to view the value of a user over that consumer’s lifetime and across all of their devices. With this data, we can begin to segment the users and com- pare their acquisition costs, creating an incredibly powerful CRM data-set that will ultimately help to answer that inevi- table question about ROI. Today, a digital campaign encom- passes everything from layered
Read Attractions Management online
attractionsmanagement.com/digital
analytics to creative social commerce. While we’ve barely scratched the sur- face of the opportunities available online, the options I’ve outlined should provide plenty of opportunities that any brand can capitalise on. No matter what you incorporate into
your campaigns, there’s one thing to always keep in mind – digital is now with us wherever we go. We, as brands, finally have the opportunity to link all of our activities together and get the most comprehensive idea that we’ve ever had of who our consumer is. The technology’s already there – the challenge is the lack of precedent. To really capitalise on digital and its oppor- tunities, a new approach is required – one that’s willing to trial new things, test them and then learn from them. Even something as simple as a
Facebook booking tab can be scary for a brand to undertake. But isn’t it scarier to ignore the potential pay-off? l
Kelly Wheeler senior social media manager, Quirk London
kelly.wheeler@quirk.biz +44 (0)20 7099 8849
www.quirklondon.com
AM 2 2013 ©Cybertrek 2013
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