Best Practices for Tracking Post Click Activity with BI Tools

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This post is an excerpt from our Digital Growth Summit event in Sunnyvale.Here are the digital marketing experts who contributed to this blog: Michael Brito Best Practices for Tracking Post Click Activity with BI Tools Karthikeyan Kandasamy Best Practices for Tracking Post Click Activity with BI Tools Jacob Warwick Best Practices for Tracking Post Click Activity with BI Tools Ramkumar Ravichandran Best Practices for Tracking Post Click Activity with BI Tools Eric Mitchell Best Practices for Tracking Post Click Activity with BI Tools


 

Best Practices for Tracking Post Click Activity with BI Tools

Here are some key takeaways from the Best Practices for Tracking Post Click Activity with BI Tools panel:

  • Conversion is the ultimate goal, but it starts with building a relationship with the customer
  • If someone doesn’t bite on their first visit to the site, you can still take steps to keep them interested and thinking about your brand. Don’t neglect the long term.

  • If the content on your website is strong, viewers will share it
  • When they do, you’ve grabbed new visitors, and now you can make your pitch. Position your own site as the best resource for information about your brand (and why people should buy it).

  • If the analytics show you’re not reaching your goals, tweak your strategy early and often
  • For large companies, this could mean making changes as often as twice an hour; for a small company, maybe every couple of days.

What does post click activity mean to you, and how do you best optimize it? What is your perspective on the journey consumers take?

Figure out how to influence your audience while keeping a good rapport with them. –Jacob Warwick

You need to figure out how to influence your audience while keeping a good rapport with them. While your goal is to convince them to take the actions that serve your business goals, drive the bottom line and things like that, you don’t want to be pushy.

We are really looking at omnichannel now, whether you are entering the customer journey on your phone or through a social media platform or even through IoT. There are a lot of data points to collect and dive into that you need to visualize and make sense of in order to be successful. —Jacob Warwick

It is not just about getting post click data or converting something. It is more about, what is that desirable action? When people visit an Apple store it is less about the transaction and more about creating that relationship the moment they walk through the door. Your website has to act in the same way with a strong and simple call to action. —Ramkumar Ravichandran

78% of consumers do not want to talk to sales. –Eric Mitchell

There is a lot of competition in driving folks to our websites. One thing you can do is build a lot of content. Backlinks drive people to your site, and that is where you want them to go. A few years ago it was “Send them to a social media platform,” but people do not backlink from those social media pages.

If you put something on your website, people have to share that link and get their friends to your site so that you can take them through the customer journey. As you guide them to recommended articles and other things, you are grabbing more post click data as well. We know 78% of consumers do not want to talk to sales. They want to gather their own information. You want your website to be that resource. —Eric Mitchell

When you are counseling clients, how often are you looking at analytics such as abandon rate? And how quickly are you able to shift the way you build a call to action or change the messaging?

You must first have a goal and then make sure that your technology set-up reflects that goal. –Karthikeyan Kandasamy

What do you really want to achieve? You must first have a goal and then make sure that your technology set-up reflects that goal or goals. If you want to make a change, you look at your testing process, and it could mean practically making changes every half hour for a large company or every few days as a small company. —Karthikeyan Kandasamy

Oftentimes you get so excited about the marketing and the promotion, and you are driving things on social, but you are not properly tracking things. So you don’t know where your dollars are going or where your influence is coming from. Implementation is key even if it is just basic Google Analytics. You have to be tagging things with UTM parameters, and you have to really understand where your influence is going, so that as you start to scale you can say, “Okay, now Facebook is an an actual platform, because we are getting 20% of our revenue from it.” You can actually follow the journey back to your website. —Jacob Warwick

What are some tools that you can use as input on helping to make decisions on increasing engagement or ensuring that your web users are performing some desirable action, such as Hubspot, Google Analytics, and Adobe SiteCatalyst?

Tableau has been really great, very actionable stuff that marketers can use. Mixpanel is another great tool. For the social marketers out there, Simply Measured is a really good, easy-to-understand tool. The biggest thing to keep in mind when using these tools is not to dive too deep too soon. Start with your general business questions and make sure you are tracking those correctly as well as answering them. Then you can scale your data and start diving deeper. —Jacob Warwick

I don’t want to just know what is happening but also where I should be to attract customers. –Ramkumar Ravichandran

As a marketer, I don’t want to just know what is happening but also where I should be to attract more customers, and that is where the Adobe Suite comes into play. You can know where customers are coming from as well as their likes and dislikes. This makes it possible to target them and retarget them. Another tool is Google 360. —Ramkumar Ravichandran

Kissmetrics is a great tool for post click analytics. Sprout Social is a favorite of mine for social analytics. —Eric Mitchell