Data & web analytics

At SUP Digital, we adopt a data-driven approach. This means that we engage in daily web analytics: collecting, measuring, and analyzing data 🧐. Using the gathered data, we can create real-time dashboards that provide you with new insights. For instance, the dashboard helps identify which target audiences are showing engagement or ultimately leading to sales or leads. We are SUP, a full-service digital marketing agency, and we are here to assist you in gaining new insights by collecting and analyzing data. The dashboard also serves as a talking point during evaluations.

The importance of web analytics

Web analytics plays a crucial role in helping us determine which marketing strategies are effective and which ones are not. It allows us to track and analyze the performance of our campaigns, providing valuable insights into their effectiveness. By utilizing web analytics data, we can identify the pages on our website that perform well and those that underperform. For instance, we can determine where readers drop off or which pages contribute to high conversions. Web analytics provides us with a wealth of valuable insights that help us make informed decisions and optimize our marketing efforts.

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Collecting data

Web analytics: collecting and interpreting clean data.

Web analytics starts with collecting online data. The advantage of online marketing is that you can track almost everything online. A proper implementation of Google Tag Manager is essential in this regard. Some examples of web analytics are:

Order process 🛒 where do users drop off?
A/B testing, does image X perform better than Y based on conversions?
Video engagement, what percentage of videos are being watched? 🎥
Where do visitors come from? 🇳🇱🇫🇷🇩🇪

Defining KPIs and setting goals.

This is the foundation and essential to know for the preparation of every campaign. In the digital marketing plan, we determine your objective + corresponding KPIs together. Some examples are:

The objective of a webshop could be to increase revenue at acceptable costs 💵. KPI: a return on ad spend (ROAS) of 2. In other words, if we invest €100, the revenue should be at least €200.

The objective for leads could be an increase in qualified leads 🙋🏻‍♀️. KPI: a cost per lead (CPL) of €50. Based on the ad spend, a lead should not cost more than €50. So if you invest €200, you should get at least 4 leads.

Web analytics for A/B testing.

Web analytics also plays a significant role in conducting A/B testing on websites, a method widely used for website optimization and conversion rate optimization. In A/B testing, two variants of a webpage are deployed, with 50% of website visitors seeing variant 1 and the other 50% seeing variant 2. Based on the selected objective (such as purchases), once the test is concluded, you obtain a substantiated result.

Some examples:

Use of photography (🎆 vs 🎇)
Use of colors (🟦 vs 🟩)
Website layout (USPs vs video)

Choosing a strategy using web analytics

When historical data is available, it will always be examined first to determine what has worked well or not in the past. If there is no historical data available because a company is new, we will together establish an initial starting point for the online marketing strategy. 🤝

When determining the online marketing strategy, channel choices are made. All channels are modular and can be used independently. This means that you can start with, for example, just Google Ads or Google Ads combined with Facebook and Instagram campaigns. However, we have seen the best results when using multiple channels (funnel funnel approach). This includes 3+ channels: SEO, SEA, and Social Media advertising.

Data and marketing go hand in hand

Online marketing and data always go hand in hand at SUP digital. Not only website data but also campaign data provide valuable insights. Due to the ongoing developments in the market regarding privacy and GDPR regulations, as well as the use of ad blockers, it is crucial to adapt and respond accordingly. Unfortunately, we have often encountered situations where clean data is not available.

Web analytic tools that SUP commonly works with are:

Google Analytics 4
Google Tag Manager
Google Search Console
Google Data Studio
Supermetrics

Data and web analytics by SUP Digital

Do you want to base your marketing strategy on historical data and be able to build data-driven campaigns? Or are you curious about how your website is currently performing? At SUP Digital, we are here to assist you with collecting and analyzing relevant data. We translate raw data into clear dashboards, making the information actionable and convertible into insights.

Furthermore, we can also help you implement or optimize online marketing strategies. If desired, we can even take care of your online marketing needs completely.

If you would like to learn more about our approach or about data and web analytics, please get in touch with us or schedule a 1-on-1 session! 👇🏼

Data & web analytics

The importance of web analytics

Collecting data

Collecting data

KPIs and goals

A/B testing

Marketing strategies

Data-driven marketing

Web analytics: collecting and interpreting clean data.

Defining KPIs and setting goals.

Web analytics for A/B testing.

Choosing a strategy using web analytics

Data and marketing go hand in hand

Data and web analytics by SUP Digital

Schedule a 1-on-1 session

Schedule a 1-on-1 session

Useful links

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