Google Analytics and the tools to survive the online world

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In the past when companies wanted to measure if their advertising were being effective, they could only trust on their sales increasing. As the access to internet increased and companies migrated their business to the online world, tools and services were created to help companies follow up their potential customers and engage with them through their websites and ensure they would not only see their advertising but also engage with the brand and finally be led to a purchase. Once the costumer is inside their page, through collection of data, tools like Google Analytics can analyses and give valuable information to companies so they can prioritize what actions to take to keep in touch with the clients and turn the page visits into revenue.

Through Google Analytics, companies can set up Goals like engagements in their websites and conversions they got by visits on their pages or new subscribers. These and other goals can be achieved by informing the tool what type of information its more relevant to the specific business.

 

What is Google Analytics

Google Analytics is a free web analytics service, used to track website and blog performance, providing with basic statistics and analytics tools for search engine optimization (SEO) and marketing purposes. Because it’s free to anyone with the google account, Google Analytics is popular among small and medium sized businesses, particularly retail websites. By collecting website visitor insight, it can help businesses determine top sources of user traffic, gauging the success of their marketing, track goal completions, discover patterns and in user engagement, and obtained visitor demographics.

 

Analytics can work for Health service sector

The growth of social media brought every company to look over these channels with more attention. As people are more likely to choose what they consume by interacting with the social network, there is a huge opportunity for companies that provide health services like, Spas, Beauty clinics, Nutrition clinics, and a variety of other therapy services available on the market. The global leader in Health Care Novartis and the France’s leading website in the Diet & Well-being market since 2007 Ligne-en-ligne.com, are two successful cases of Google Analytics. 

Novartis, a global leader in health care; had Goals like Improve customer experience globally, streamline management of the company’s 130 websites, get the right metrics into the hands of the right people, implement Google Analytics Premium at scale.The results were satisfactory and include saved time and freed up the developers and marketers to work on other high priority tasks, pulled and shared more consistent and pertinent data across sites, created dashboards that report across multiple properties.

Ligne-en-ligne.com, had the following goals, understanding the behavior of the customers coming from affiliates, the primary sales driver. Understanding how consumers who choose the highest value offers behave. Diversifying & optimizing the digital marketing budget.

 

And the results were: Ligne-en-Ligne have a clearer view of the efficiency of affiliation, especially on the long run. SEO & Referrals proved to be key channels for the most valuable consumers. Increase by 11% in conversion rate and by 20% in turnover.

 

You can read more about these companies’ strategies here.

 

Conclusion

 

No matter what type or size of company you have, Google Analytics can be used to optimize the strategies and provide the right data to ensure the connection between company and customer.


Osnei Pereira



Comments

  1. Natália25 January 2022 at 16:23

    Hi Osnei,
    I really appreciate your post regarding the marketing transition to the virtual world. It’s interesting how technology has helped small business to evaluate the success of marketing strategies. You’re completely right when you discussed concerning sales volume successful. In the past we used to measure the success of marketing campaign exclusively through sales volume, but now a days it is also important to promote consumer engagement on websites and social media channels, it helps to the company growth and gain brand awareness.
    I could see that Google Analytics it’s a good tool to help small business like mine to track my website performance, obtained visitor demographics data, target marketing goals ad mainly optimizing the marketing strategies.
    Thank you very much for your post.

    Natália

    ReplyDelete
  2. Roger Nunes27 January 2022 at 12:26

    It makes you think doesn't it Osnei, imagine how less effective marketing analysis were back in the day prior to digital tools? You could only really count on sales. Funny enough there are still business today that have no online presence, let alone a Google Analytics account.
    It is one of the most effective way to analyse customer behaviour and data and fundamental to any business that wants to create effective marketing strategies, especially when social media is involved.
    A more effective marketing strategy is just one more analysis away.

    ReplyDelete
  3. Paola29 January 2022 at 09:44

    Hi Osnei,

    thank you very much for writing this post! It was exactly what I was looking for.
    I was looking to understand better what Google Analytics is and its benefits for a company and I believe your post gives a good insight into this tool.
    I particularly enjoyed reading about companies such as Novartis and Ligne-en-Ligne. It was good to see some practical examples and it definitely gave me some ideas I could apply to my own business!
    I believe Google Analytics is such an important tool especially if you want to set up a successful social media strategy.

    ReplyDelete
  4. Rafael Prado de Farias4 February 2022 at 03:42

    Hi Osnei,

    Thanks for sharing such an interesting posting regarding Google Analytics.

    Absolutely Google Analytics is a fundamental tool for businesses to survive the digital era.
    There’s no doubt about how important tracking website visitor information is for business overall data-driven marketing efforts. As you said, Google Analytics can help businesses determine top sources of user traffic, gauge the success of their marketing, track goal completions, discover patterns in user engagement, and obtained visitor demographics. To sum up, Google Analytics is a useful tool for any digital marketing team.


    Rafael Prado

    ReplyDelete

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