Analytics

Insights to power your business growth

Make more informed marketing decisions

There’s no doubt that digital marketing spend is on the rise, but it’s worth noting that the agency market is becoming saturated due to extremely low barriers to entry.

Some of the advice I’ve seen come from less experienced agencies could literally make or break your business, so it’s essential you have a thorough understanding of the channels and tactics that are (or aren’t) working for your business before plowing more money into them.

The end of the marketing funnel?

The marketing funnel as we know it is changing, most customer journeys no longer resemble a funnel at all. Expanding digital technology and mobile devices have put consumers in control.

Consumers expect an immediate answer for informational, navigational and transactional browsing, so brands need to track users at every one of these touchpoints to have an accurate view of what’s helped move a customer along their path to conversion.

Attribution models must be reviewed to find the most suitable model for your business.

The default ‘last interaction’ model used by many leading web analytics tools won’t provide an accurate representation of the true value of each touchpoint, instead it will attribute the total value of a conversion to the last touchpoint before a user converted, despite the fact another channel may have initially triggered their interest in your brand.

Analytics support for growing businesses

I have over 10 years of commercial digital analytics experience across Google Analytics and Adobe Omniture, as well as data visualisation tools such as Google Data Studio.

I regularly contribute to the digital marketing community on analytics trends and challenges through publications such as State of Digital, Search Engine Journal, Econsultancy and Search Engine Land.