Marketing Analytics

Where Does Analytic Data Come From?

Google Analytics is one powerful tool that can give you insights into web traffic, demographic information about your customers, and much more. But analytical data can be collected from many different sources (depending on your industry and niche).

Businesses can review marketing analytics to make informed changes about strategy, advertising spend, website redesign (cart abandonment), and more. 

Some of the places that Matt Kundo Digital Marketing can gather data can include:

• Google Tag Manager
• Google Analytics
• Google Console 
• CRM software
• Business Intelligent (BI)
• Email Marketing 
• Inbound Telephone Call Data 
• Support JIRA data
• Sponsored Advertising 

One of the benefits of working with a professional marketing agency is information gathering from sources your business may not have evaluated in the past.  With new information comes innovative methods of reaching your target market. 

Four Components of Marketing Analytics and Intelligence

Knowledge is power.  Gathering customer and competitive data is crucial when building new creative sales and marketing campaigns.  There are four essential categories to address when collecting actionable data about your customers, products, and services. 

Installation of tracking pixels on your website is the first step, which allows you to start gathering important information about your business.

1.Competitor Analysis

When you start digging into analytics, did you know you can learn much about your biggest competitors? Marketing competitor analysis helps you determine the strengths and weaknesses of other businesses competing for the same customers. 

Key metrics will help you identify what is working for your competitors. As you are creating new marketing strategies, the insights about your competitors can reveal:

• • Social media engagement 
  • Website traffic and ranking 
  • Inbound links (how many and what sites are linking to them)
  • Keywords that your competitors are targeting in ads and content marketing

Completing a competitor matrix to understand the products and services offered, and comparing them to your own, allows you to refine your strategy.  And the analytical research into your competitors may give you new ideas that can impact sales and lead generation. 

2. Product Evaluation

Organizations monitor and track sales.  But depth product evaluation may only occur during GTM (go-to-market) phases of product development.  There are ways to dig deeper into product evaluation with specialized analytical tools. 

Google Analytics gathers aggregate data but doesn’t tell you what your customers do before or after the purchase. Some software offers a time-based cohort analysis.  That can help you identify peak and latent periods where your customers engage, which allows you to plan events and promotions during off-peak times and seasons. 

Did you know that analytics can help you where a potential customer clicks on your website?  This can identify landing pages that need to be improved to convince and convert new customers.

3. Local Marketing Analytics

If your business relies on local customers, local market research can help you improve customer engagement and sales conversions. It can help you build customer personas and gain a deeper understanding of customer recruitment, retention, and brand loyalty. 

4. Target Audience

Segmenting allows your business to create different campaigns and stories about your products and services. But before you can, you have to separate customers or lead sources into smaller groups. And then market offers that are unique to those segments.

Collecting your product sales cycle information requires a customer data platform (CDP).  The software pulls in all data about your customer’s behavior and all engagements from website browsing, cart abandonment, interactions with support teams, and more.  

At Matt Kundo Digital Marketing, our analytics services include comprehensive monthly reports.  That helps business owners see the value or ROI of recent campaigns compared to historical data, trends, and results. 

Custom Reporting & Dashboards

By creating custom reports, our team at Matt Kundo Digital Marketing helps business owners understand the data and information.  And also learn how those insights can be applied to improve marketing, advertising, and customer or lead acquisition strategies. 

There are two methods that we present your marketing analytics in a way that is easy to understand:

1. Reporting Dashboards

Our agency builds customized analytics dashboards based on your business goals.  Collecting information from over sixty (60) different platforms, marketing, and sales executives can access reports and summaries 27/7. 

2. Summary Spreadsheets

Do you want to review your analytics and metrics to identify trends and improvements over time? We provide a month-over-month summary, including each data set. A quick and easy way to see what actions are gaining the most momentum.  And activities that are not providing strong ROI can be removed from your active marketing plan. 

Make marketing analytics work for you by allowing Matt Kundo Digital Marketing to present and review data that will help improve business processes, campaigns, and results. Contact our team for a free consultation and learn more about our analytics services.