Imagine if television broadcasters and programme makers knew which of their shows had been seen by the millions of us sat at home on our sofas, without having to carry out audience polling over the telephone, first thing the following day.
Imagine if they had automatically generated graphs and pie charts detailing every time we flicked with the remote and how long we’d paused before settling on a channel. They might know how big our screen was, whether we received our pictures through cable, sky or plain old coat-hanger and they could probably see what programmes we kept missing the start of.
Just imagine.
You probably don’t need to imagine that scenario online, as all of that and a whole lot more is already available.
Understand your customers
While all of that sounds a bit big-brother-esque, the truth is, by gathering information about your site you can really start to understand where visitors are coming from and how they are interacting.
“We regularly see really healthy spikes in activity when we send out email campaigns. Our clients can see tangible results and this helps us to plan next steps”
Emma Wyllie, Studio Manager at Base
Armed with all of this information you can make the most of the opportunities through informed decision making; whether converting sales, lead generation or whatever your campaign objectives.
Choosing the right analytics platform
While most of our projects roll-out with the free and technically advanced Google Analytics (because it’s free and technically advanced) it’s not the only data gathering software available for your website. Depending on your target audience and marketing strategy others may be more adept at collecting the type of data you’re after.
But whichever solution you choose, not only will it show how things are going but also to identify areas for improvement. If a part of your site gets a ‘could do better’ on its school report, we can advise approaches to drive performance upwards.
