digital analytics

Gk Elite Case Study – Conversion Tracking Using Google Adwords

January 17, 2017 by Justin Miller Leave a Comment

You Can't Improve What You Can't Measure (Accurately)

Recently, DaBrian Marketing Group wrote a case study on one of our Pay Per Click (PPC) clients. When we first reviewed their Google Adwords accounts, it appeared they were receiving several conversions. However on further review, their conversion configuration did not align with actual online transactions. After establishing new conversions that lead to and track online sales, DaBrian Marketing was able to measure return on ad spend (ROAS) and optimize our client’s PPC to increase transactions and their bottom line.

To learn more about this case study, watch the video below and download the full case study. If you have any questions, or would like DaBrian Marketing Group to take a look at your PPC, give us a call at 610 743 5602.

What problems are you having with your Pay Per Click advertising? Tell us in the comments below!

Financial Marketing Tips: Combining Print and Digital Advertising

December 19, 2016 by Daniel Laws 1 Comment

Today, marketing comes in more forms than ever before. Digital advertising is expanding, but that does not mean that traditional advertising methods are dead. When marketing for a bank, you want to reach today’s savvy customers across multiple platforms. Discover how to connect each of your financial marketing efforts and accurately measure its performance across traditional and digital, including mobile.

Financial Marketing Starts With Your Customers

There is more data available about bank customers today than ever before. Luckily, good customer relationship management (CRM) can help you harness this data and find the most valuable information to you. When building your marketing plan, you need to know who is using your mobile banking service, who is using your app and how they are utilizing these programs. Additionally, you need to know who is NOT using these services. Once you understand more about the people who use your various forms of contact, you can find patterns and ideally see what you can do to address the wants and needs of your different customer segments. How can you make the entire process better for everyone?

Invest in Additional Analytics

Measure the success of your email campaigns based on user ID’s to see what’s happening across mobile, desktop and tablet devices. In some cases, the loan application process is located on a different website (apply.atthebank.com/) from the primary website (thebank.com). The tracking function then breaks as the URL changes, throwing a wrench into your analytics. This is why it is imperative to have cross domain tracking setup. Any additional information can come in handy as you build up future campaigns, such as collecting data from a call tracking tool. Tagging the URL, which is done for campaign tracking purposes, can also help you avoid losing data—especially across platforms.

Review, Measure, and Analyze

Once you have invested in analytics program and you have the data, it is vital that you use it. Measure your bank promotions performance in various segments or by branch. Check out your return on ad spend by campaign or promotions. Once you know what type of marketing is working best for you, it will make it easier for you to determine what marketing methods you should choose in the future. One vital consideration is that you should never limit your measurement to only the last touch point. A potential customer might apply for a loan after clicking a paid search ad, but he or she made up their mind after talking to someone in person or having read a direct mail message.

There is so much to think about when it comes to marketing for a financial institution. Working with a digital marketing expert who knows the banking industry can help you grow in ways that you never imagined was possible. If you have questions about how you can harness the power of digital AND traditional marketing, reach out to us today. We would love to work with you.

For more information about Financial Marketing, please leave a comment below, or contact DaBrian Marketing today!

Stay Connected With a Social Media Certified Partner

August 1, 2016 by Dabrian Marketing Group Leave a Comment

What’s all this Hoot-n-Holler about Hootsuite?

Hootsuite is a social media management program which helps consolidate a variety of social media platforms into one location. From Twitter to Facebook to LinkedIn and even YouTube, Hootsuite gives us the ability to check posts, images, comments, reviews, likes, hashtags, and more all on the same page.
We can create individual posts to immediately share or schedule it for a later date and time. We can also bulk-upload an entire month’s worth of content at once. It shortens links (called ow.ly links) within the posts to allow for more room to write (which is extremely helpful with Twitter’s limit of 140 characters).
Hootsuite has many integrations. If you use MailChimp for your email marketing or WordPress as your website builder, there’s an app to include updates and track your activity. Tracking information through Google Analytics can be easily transferred into a Hootsuite analytics report for an easier way to disseminate the results.

Team Up With Hootsuite Certified Partners

Being Hootsuite certified requires us to take lessons on how it operates and pass an exam with a grade of 95% or higher. We understand the platform and know each of its capabilities (and there are a lot, believe us). As an agency partner, we have a point-of-contact on their staff that will immediately answer any questions or assist in solving any issues. Whenever any changes occur within the platform, we are the first to be aware of them. We are on Hootsuite every day monitoring the accounts, responding to customers, and making recommendations for your company, so we are completely knowledgeable on what it can do.

Hootsuite’s Analytics reports display just how well your social media accounts are performing and we always explain them, thoroughly, for you to understand.
Since we’re in-the-know, you’re in-the-know. You will never have a slacking social media marketing campaign if you’re on our team.

How We Use It to Help Your Company’s Social Media Marketing

Whether you have a campaign that you’re interested in implementing or you’re not sure what you should be doing with social media, we will work with you to get started. Whatever ideas you may have, we provide you with feedback on what will work the best. We work with you to develop a unique hashtag, customize the imagery, and figure out the distribution of posts across all accounts.

We will track specific keywords, hashtags, and geocodes (those are keywords within a particular location). Whenever someone mentions your industry or business, we will know about it. We will collaborate with you in order to provide the best customer service to your digital customers or prospective customers. We will represent your brand in its entirety; from tone of voice, to language, to imagery and video.
We won’t let you struggle like this social family.

If you’re ready for a kick-ass social media marketing campaign to connect with an assortment of current and potential customers, chat with us about what we can do for you.

Leveraging Attribution Modeling to Measure ROI & ROAS

August 11, 2015 by Daniel Laws Leave a Comment

According to 2015 CMO.com Stats about Marketing ROI, 93% of CMOs say that they are under more pressure to deliver measurable return-on-investment (ROI). Google Analytic defines “attribution modeling” as “the rule or set of rules that determines how credit for sales and conversions is assigned to touch-points or any point of contact between a buyer and a seller in conversion paths” (i.e. lead generation or sales process). Are you using attribution modeling to measure ROI or return on advertising spend (ROAS)?

Measure Marketing ROI and ROAS with Attribution Modeling

In general, most web analytics tools (Google Analytics, Adobe Analytics, comScore, WebTrends, etc.) associate the last point of contact, whether it be search, email marketing, social media, or ad that referred the customer with all the credit for the lead or sale. If paid advertising was the initial marketing channel in the lead generation process, but the potential customer didn’t fill out the online form until later via non-paid search (SEO), shouldn’t this count for something?

Understand Metrics, Act on Insights and Make Recommendations with Attribution

Can marketing executives really make better decisions without understanding the metrics that are associated with reporting? Attribution modeling provides marketing executives with a tool to compare different attribution models, understand their impact on lead/sales and the cost per lead/sale, and identify marketing channels that lead to higher ROI/ROAS. For example, take a look at the ROAS for last interaction vs. position based attribution modeling with Google Analytics:

Why Should Marketing Executives care about Attribution Modeling?

As marketers, we know that a lead or sale is based upon multiple points of contact with a brand. So, why should we continue to only allocate credit to the last interaction? Let’s take the Google Analytics scenario above for example. Take a look at the image above, the ROAS for paid search was 232% for the last point of contact (last interaction). If you use the position based model, this would have been an ROAS of 314.77% which is 82.47% than the last point of contact. This could be the difference between continuously running paid search and reallocating your budget elsewhere. By doing this more than once, it can create the perception of paid search marketing as an expense versus revenue generator.

Take Action with Multi-channel Attribution Modeling

The pressure is on marketers to measure ROI and to tell the story through data so here are our recommendations to get you started. First, identify the value of a lead or a sale and get confirmation from the executive team. Without a value, it’s going to be impossible to calculate ROI or ROAS. Then, identify an attribution model that best fits your business, test it and compare the metrics to put it into context. Finally, align your chosen attribution modeling with your insights, recommendations, and actions. Remember, attribution model isn’t perfect and technology continues to evolve, so continuously evaluate your chosen attribution model with the actual leads and sales your business is getting.

Leave us a comment below to share your thoughts or your experience with attribution modeling.

DMG Guest Blog Featured By Web Analytics World

February 4, 2015 by Dabrian Marketing Group Leave a Comment

This week, DMG’s Principal Owner Daniel Laws was featured as a Web Analytics World guest contributor with his “Mobile Analytics Guide for Mobile Websites.”

Daniel walks you through the necessary steps to capturing the meaningful data you need to

make informed decisions surrounding your mobile website. Check out the featured blog in full at:

http://www.webanalyticsworld.net/2015/02/mobile-analytics-guide-for-mobile-websites.html

This is Daniel’s second featured blog for Web Analytics World. We’d love to hear your feedback, so connect with us (or Daniel) on Twitter!

Why Your Company Needs a Digital Analytics Framework

June 19, 2014 by Daniel Laws 2 Comments

Regardless of how big or small your organization is, you’ve got data (sales, financial, customer, CRM, etc.), and you need a structure to inform how you collect or report on the data. This reason needs to be logical and ultimately impact your bottom line as well as multiple departments or individuals within a company.

What is a Digital Analytics Framework?

According to Webster’s dictionary, a framework is the basic or conceptual structure of something. In the case of digital analytics, it is generally the basic structure of applying digital analytics or web analytics to business goals and objectives. This terminology is popular with digital analytics consulting companies and “enterprise businesses,” but severely lacking outside of the industry. Digital analytics consultants such as Semphonic, e-Nor, and Tatvic have clear examples of digital analytics frameworks.

Data and Big Data Aren't Magical

Simply put, data and big data require a “basic structure” to handle them (i.e. a framework). At some point, your business must apply the digital analytics framework within the business. If you’ve started or manage a business without planning, a competitive analysis, research, a structure, or people, then it’s likely that you’re missing a fundamental framework as well. The analytics framework acts as the guiding structure to data, big data, integration, people, and the results (proven by analytics, obviously!). If the information you capture and integrate, the applications or tools to use, and the personnel you hire aren’t based upon a framework, you don’t have a direction!

But Where’s the Value?

When you’ve got a boatload of data all over the place, but no freaking clue as to how or what to pull together, a framework’s value shines through. For many businesses, this is the equivalent of finding $5 in your pants or shirt pocket every morning. It doesn’t sound like much, but it adds up! Here are a few real examples:

Reduce Your cost per new customer, Lead or Sale by $5

With this goal, an analytics framework provides the structure to collect information on new customers, identify the source of each lead, and explore possible integrations to identify trends as well as opportunities to cut costs by $5 per new customer.

Increase lead generation, but with less marketing budget

If you don’t plan to collect the lead generation data, lead source, cost per lead, and have people to analyze the data, then it’s difficult to identify the tactics driving leads and at a lower cost than others.

So, how can you begin to incorporate a framework? Start by leveraging your existing assets. For example, I spoke with a Business to Business (B2B) company last week that has a purchase lead list, telemarketing services, and is tracking the leads in a Customer Relationship Management (CRM) system. The scary part is that after the telemarketing department schedules a meeting and the sales reps follow-up, the leads enter a “black hole”! By employing this approach, so does their profitability and growth.

Do you remember the saying, “If I knew what I know now, I would have……?”. The value of a set framework is in cutting costs, identifying opportunities, capitalizing on competitive advantages, and adjusting to shifts in industry-wide trends.

But Data and Big Data Don't Apply to my Business

I’m going to put it in the simplest terms:

Overlooking data will result in a wasted marketing budget
Not evaluating competitors’ marketing efforts will give them the upper hand
Ignoring the industry will negatively impact your competitive position

Steps to Move Toward an Analytics Framework

I would recommend that you start by revisiting your company’s goals and objectives. Then, you should take inventory of all your data points across the company. For example, you should list the tools that you use for the following items: sales, CRM, QuickBooks, email marketing platforms, ecommerce platforms, digital analytics, etc. You should also compile examples of all of the reports that the business is using.

Identify 3-5 business related questions that will help you to achieve your goals and objectives that you don’t currently have insight into. You should review the latest industry privacy and legal requirements regarding data storage for your industry. The goal here is to acquire information, develop a strategy, and streamline the discovery process.

Finally, pick up the phone and call 3 digital analytics professionals for an estimate. In many cases, it will require more than one person to create the strategy, implement the technology, integrate reports, and identify insights. Don’t fall into the trap of asking a marketing professional to build an analytics framework. Think of it this way—you wouldn’t ask an electrician to build you a house!