In
the last few posts, I have focused on what web analytics can do for businesses
and their revenue. However, this week I want to address how this data can be
used from a marketing perspective, which essentially helps the bottom line, as
well.
We have discussed Google Analytics (GA), but let’s take it a step further and look to a GA app technology partner: Dailytics. Really quick before we dive into the app – it is important to note that Google partners with a host of service and application providers to optimize and complement GA. According to Google, “Google Analytics Certified Partners are service providers who have qualified expertise with Google Analytics. Our Partners have gone through a significant quality review during the application process and deliver optimized product implementations and high-impact analysis. Technology Partners offer applications that integrate with and/or complement Google Analytics” (Become A Partner, 2016).
As a GA technology partner, the Dailytics app extends GA in
a convenient way for marketers to digest data easily in order to streamline
campaigns. The free (for now) app helps them get the most out of their GA data.
While marketers are always on the go and oftentimes managing multiple campaigns
at once, Dailytics provides marketers with an easy-to-read emailed report that
includes yesterday’s traffic data so that they can take action today. According
to the Dailytics website, “I was very disappointed of the solution that Google
Analytics gives: a PDF report attached to an -almost- empty email...Google
Analytics is a great tool, but it can be a little bit complicated. Some of us
just want to know how was our site's traffic yesterday in order to take actions
today” (About Dailytics, 2016). Thus, the Dailytics app was created.
Dailytics reports are delivered to your email inbox daily. They
are full HTML (and responsive) and are configured with three widget types: Top
Page, Top Pages and Charts. Here’s a breakdown of what each widget means per
Google (Dailytics, 2016):
- Top Pages: This represents a list of the five (5) most visited pages that have the open graph type meta tag article, product, or any other type that means that it’s a leaf page (not an index or landing page).
- Top Page: This widget will select the most visited page that has the open graph type meta tag article, product, or any other type that means that it’s a leaf page (not an index or landing page).
- Chart: This represents a graph with the sessions of the last 60 days. If the report was configured to be compared to previous year, then the chart will have two lines: current year and last year.
In addition, marketers are able to filter widgets by the URL
path and/or by source, such as Facebook. Reports are emailed to users between
10 a.m. and 12 p.m. of their local time zone (Dailytics, 2016). See this video for
a sample report (Garcia, 2015).
In addition, as marketers are able to filter Dailytics’s widgets by source – like Facebook – this helps when it comes to social media marketing, too. And as we have seen across the industry, a solid social media plan and a content marketing strategy go hand-in-hand. As I explained in a previous post, social media is a way for businesses and marketers to engage with their audience, to create meaningful relationships (and sustain them) that encourage two-way conversation. Understanding the type of content that attracts more visitors and on which social platform is valuable information for marketers. According to Pick (2016), “Social is important today, but even more so tomorrow. 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). Fully a third of millennials say social media is one of their preferred channels for communicating with businesses.” Moreover, to put in perspective how important it will be for marketers to interact with consumers (especially as demographics prioritize social media high on their lists), familiarize themselves with strategic content marketing and communicate via social media, here are a few stats (Pick, 2016):
Dailytics is but one of a handful of apps marketers can use
to complement their GA data. For more information on additional GA technology
partners, click here.
Figure 1: Dailytics BBC News daily sample report. Dailytics states, “This is a sample report. The articles were taken from the BBC News feed and the numbers were randomly generated. Please note: BBC News isn’t a Dailytics user yet” (Homepage, 2016).
Housed under Google Analytics Partners’ “Content Management”
category, Dailytics is of great benefit to marketers handling or considering
content marketing. We have all heard this phrase before: “Content is king.”
However, we have also heard that this is not necessarily the case, and rather:
“Conversation is king.” While both are believed to be true, the simple fact
remains that marketers are constantly sharing meaningful information with
consumers in order to maximize engagement. Marketers strive to provide
consumers with greater value, rather than more advertising. Utilizing
Dailytics, marketers are able to understand which of their content resonates
with their audience so that they can better target users and connect with them.
Take this blog for instance. Marketers may utilize a blog as
part of their content marketing plan. According to a report released by the
Content Marketing Institute, approximately 76 percent of B2C respondents said
they use content marketing (B2C Content Marketing, 2016). They define content
marketing as, “a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience—and, ultimately, to drive profitable customer action”
(B2C Content Marketing, 2016). What is more, the creation of meaningful content
continues to rise. The same Content Marketing Institute report revealed that
around 77 percent of B2C respondents said they would produce more content this
year than they did in 2015 (B2C Content Marketing, 2016). With Dailytics,
marketers can approach content marketing in a strategic manner, based off of
their GA data.
Figure 2: Content Marketing Institute report illustration – content creation expected to increase in 2016 from 2015 (B2C Content Marketing, 2016).
As marketers often express that producing meaningful content
and measuring its effectiveness are a couple of their biggest obstacles, the
Dailytics app helps in both of these areas by offering a snapshot of data that
in turn helps them to: better understand their audience, what type of content
resonates with them (which content is more effective), become better
storytellers (based on the most read content), personalize content, curate
content, test visual content (infographics and videos) and more.
In addition, as marketers are able to filter Dailytics’s widgets by source – like Facebook – this helps when it comes to social media marketing, too. And as we have seen across the industry, a solid social media plan and a content marketing strategy go hand-in-hand. As I explained in a previous post, social media is a way for businesses and marketers to engage with their audience, to create meaningful relationships (and sustain them) that encourage two-way conversation. Understanding the type of content that attracts more visitors and on which social platform is valuable information for marketers. According to Pick (2016), “Social is important today, but even more so tomorrow. 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). Fully a third of millennials say social media is one of their preferred channels for communicating with businesses.” Moreover, to put in perspective how important it will be for marketers to interact with consumers (especially as demographics prioritize social media high on their lists), familiarize themselves with strategic content marketing and communicate via social media, here are a few stats (Pick, 2016):
- 52% of online adults now use two or more social media sites.
- 70% of the U.S. population has at least one social networking profile.
- Of the 7.2 billion people on earth, 3 billion have Internet access; 2.1 billion are active on social media; and 1.7 billion use social networks from a mobile device.
- The number of worldwide social media users is expected to reach 2.5 billion by 2018.
- The average social media user maintains five accounts.
References
About
Dailytics. (2016). Dailytics.com. Retrieved on June 12, 2016, from: http://www.dailytics.com/about
B2C
Content Marketing. (2016). 2016 benchmarks, budgets, and trends – north
america. Content Marketing Institute. Retrieved on June 12, 2016, from: http://contentmarketinginstitute.com/wp-content/uploads/2015/10/2016_B2C_Research_Final.pdf
Become
A Partner. (2016). Google analytics partners. Retrieved on June 12, 2016, from:
https://www.google.com/analytics/partners/apply
Dailytics.
(2016). Google analytics partners. Retrieved on June 12, 2016, from: https://www.google.com/analytics/partners/company/5116874014588928/gadp/5629499534213120/app/5707702298738688/listing/5639274879778816
Find a Partner or Solution. (2016). Google Analytics
Partners. Retrieved on June 13, 2016, from: https://www.google.com/analytics/partners
Garcia,
G. (2015, May 6). Dailytics (google analytics) email report sample [YouTube
Video]. YouTube.com. Retrieved from https://www.youtube.com/watch?v=3K3WAlZ0xX8
Homepage.
(2016). Dailytics.com [Image]. Retrieved on June 12, 2016, from: http://www.dailytics.com/
Pick, T. (2016, January 19). 47 superb social media
marketing stats and facts. Business2Community.com. Retrieved from http://www.business2community.com/social-media/47-superb-social-media-marketing-stats-facts-01431126#2QxhpRmVgoexjtBL.97
Social Media and Your Business. (2016, June 3). Interconnect [Blog]. Retrieved from http://imc642interconnect.blogspot.com/2016/06/social-media-and-your-business.html
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