Why You Can't Rule the World with Just Analytics
We tried; it's impossible.
We tried; it's impossible.
You should know by now, by either your own use or the incessant drum beating of the internet, the value of marketing technology and how it can truly help your business succeed.
What you may not be hearing, though, is the small wheels of change turning toward having a complete marketing technology suite. We’re seeing it with our customers as they’ve tried and failed, in areas, to make one piece of the marketing technology juggernaut do the work of all of them.
If you’ve started on the journey of data, you’ve probably pushed off the dock with Analytics. Analytics – whether you’re using Google, something else, or even a combination of tools – is a good place to start. But keep in mind that Analytics is reactive. Analytics is always the business of capturing events that have occurred on your web presence.
This isn’t bad, but it’s not the whole picture. The challenge that continues to persist in data collection is tracking individual users, purchasers, customers- across devices. If someone does research on a product on their work computer and then buys on their desktop at home, unless they’ve logged in to a website or added items to a basket or shopping list, this conversion is untraceable. With Analytics we can segment our target market, but we can’t get to a place (yet) where we can verily identify each and every customer journey across multiple devices.
Targeting, on the other hand, is proactive. You’ve decided who you want to view your site and you’re showing them what you want to show them. With targeting, you might also know exactly where your viewers are coming from, perhaps a Google search or the banner ads you placed on www.sitexyz.com. Based on where your traffic originates, you can cater your content to that specific audience.
A slight left turn from Targeting is Personalization. Much like Targeting, Personalization is a marketing feature, but like Analytics, is reactive. Only after your customer has interacted with your page can you learn more about them and what they will prefer. The more they interact, the better their experience on your site will be. A site that comes to mind is www.stitchfix.com — a personal shopping site that collects REAMS of data voluntarily from their customers and thrives on their feedback to better cater to each specific desire and need.
When speaking of Optimization, the letters that usually come to mind are S-E-O. And while SEO is valuable and a topic worthy of unlimited blog posts, the Optimization I speak of here is more overarching. The idea of Optimization is that your success and your website should never be static. With the tools available in a full marketing technology suite, you should always be testing, be evaluating, and therefore, optimizing your site.
The ultimate goal of all these tools, Targeting, Analytics, and Optimization, is to increase the chance of converting a visitor on your site. Converting can be defined in many ways, and it’s up to you to define what success is. Is it a further interaction? Is it a purchase? It can be each of those things. How you’ll define (and measure) success is predicated on the technologies listed above.
One last word of advice- based on what we’re seeing from our clients, not only is there a trend of acquiring an entire suite of marketing technologies, but there is a great need for staffing strategy revolving around them. It’s no longer good enough to only have a person or a team to implement and analyze this marketing technology; businesses need someone to lead the strategy around them.
Have more questions about Marketing Technologies? Contact us to learn more.