Marketing Automation On The Rise

What’s So Special?

In today’s day and age basically everything is done digitally. As the digital platform grows in our daily lives it is also becoming a key aspect to many companies successes. In and article by Marketo, they define marketing automation as “a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.” Today 75% of marketers are using some form of marketing automation and that percentage will continue to grow. Marketing automation can clearly be very beneficial for your company and it’s success.


What are these benefits?

Marketing automation benefits any company in so many ways. It gives your companies the opportunities to improve your customers experiences. This is partly because you are also able to improve the messages that you are sending out to the consumers. People feel that they are having a much stronger connection to consumers because of marketing automation. This also saves your company so much time to put your efforts into other things that need to be done. Many people that have used marketing automation have found that they are finding more opportunities to do other things, such as up-selling. Lastly, marketing automation is a great way to measure company success and ROI.


Put E-Commerce Tracking To Use

What Is It?

With the use of E-Commerce tracking you are able to see and analyze the purchasing activity that is happening on your site or app. Some things you are able to see are product and transaction information, average order value, e-commerce conversion rate, time to purchase, and other data. With the use of the data that e-commerce is giving you it will help and give you some very useful information for your company. You will be able to see which of your products sell well, what products are best suited for your customer base and which marketing campaigns and efforts were working best to help with your product sales. You can also see the revenue per transaction, and the number of products per transaction.

How It Works

For your company to be able to see all this valuable data, you have to enable e-commerce for each view in which you want to see that data. Then you must add the tracking code to your site or app to collect the e-commerce data and send it to Analytics. To complete this task, you need to be comfortable editing HTML and coding in JavaScript, or have help from an experienced web developer. In the article E-commerce from they discuss how e-commerce is mainly geared around transactions that are happening on your sites and apps. They also state that e-commerce ” is about combining three different systems: a Web server that can manage an online storefront and process transactions (making appropriate links to bank computers to check out people’s credit card details), a database system that can keep a check of the items the store has in stock (constantly updating as people make orders and ideally making new orders with suppliers when stocks run low), and a dispatch system linked to a warehouse where the goods can be instantly located and sent to the buyer as quickly as possible. ” This article had many more very helpful things on how to put e-commerce to good use for your business.



How To Bring The Right People To Your Site At The Right Time

Targeting Can Help With That

Google Analytics is handing us all the ability to access targeting and find the perfect people to be a part of your companies experiments. Targeting optimize allows you to see who is eligible to be included in the experiment. Those who are eligible will receive one of the experiment variants. It also allows for your company to see when an eligible person will be receiving one of the experiment variants. You can then create many rule within the condition builder to effect the experiment in many different ways.

Creating Rules

There are many rules that you can select to target many different things, places and people that can be very beneficial to your company. Audience Targeting is definitely one of those. This rule allows your company to target specific groups of people that have been active on your site. 4 Google Ads Targeting Hacks to Slash CPCs in 2019 states that using this rule can help your company with creating in depth remarketing audiences. I also find that the geo targeting rule could be very helpful as well. This rule lets you target user in a specific area. You can make sure that your ads and experiments that are happening in a specific area are only targeting people around that location. There are so many other rules that you can use on your experiments to reach the best people ate the perfect time and it’s crucial that your companies get into targeting.


The Importance Of Determining The Best Attribution Model

What Is It??

The Attribution Model is a set of rules that gives you an overview of how a companies sales and conversions are happening in it’s conversion paths. So basically google gives a company the opportunity to see which channel led to a customer buying a product of theirs. This will give them an idea of what channel that they may want to put more money and focus into in the future. So it is obviously something that companies to get on board with.

Which Attribution Models Should You Use?

There are many pieces that you can use with in the Attribution Model. One that seems to be very useful is the Time Decay attribution model. This shows the touch points that the consumer reached closest to the time of the sale of a companies product gets the most credit for the sale being made. So if that was social media, that platform would get the most credit for the sale of the companies product. Also the “Last Interaction” of the attribution model is also very helpful. This is the last touch point of the sale or conversion. It will show the direct channel that the consumer used before the conversion. For example it was an ad posted to a specific social media platform, you would realize that you will want to continue to put efforts and money into those ads, because it is part of the reason sales are being made. Marketers do a lot of advertising through many different channels so it’s helpful to know which one’s are working for their company, says Shareen Pathak in her article, “WTF Is Attribution Modeling”.



It’s Time To Start Using Behavior Reports

So why should I be using this??

Having the knowledge of what your consumers are doing on your websites can be extremely beneficial for your company. What your users are doing on your websites can have an impact on the next decisions or changes you are going to want to make. You will be able to learn about your users and understand them in a completely different way than you ever have before with google analytics. So it’s definitely time your company starts putting google analytics behavior reports to use.

What does behavior reports have to offer??

To start you can began looking over the overview report. This will provide you with information on your websites total page views, unique page views, average time on page, bounce rate, % exit, page views for the top 10 most viewed pages, search term data and event categories. Rachel Chapdelaine, writer of How To Use Google Analytics Behavior Reports, feels that it gives you “a quick, high-level overview of many of the Behavior reports. ” Also you have the opportunity to get important insight on site search. This gives you the ability to look over what search terms were entered into your website by users. Event tracking is also a very beneficial piece, which shows you the amount of times that visitors are completing custom events. One last important piece is the experiments report. Which gives an overview and status of your custom experiments.


Are Audience Reports Able To Improve Your Company?

So What Do Audience Reports Do??

Audience reports are available through Google Analytics to offer your company some information about your users characteristics. Some very important things it offers is the demographics of your users, so you are able to know who you are or should be targeting. Also you can find out the interests of your users, where they are located geographically, their behaviors on the website and what devices they are using to access your pages. Clearly there are a lot of things that the audience reports have to offer. Now we question how it can benefit and improve a company.

Can Audience Reports Lead To Improvements In A Company?

Audience reports can have quite the positive impact on a companies marketing. It can give them some really good intel on their users to make marketing a lot easier for a company. In the article How to Use Google Analytics Audience Data to Improve Your Marketing, Kristi Hines gives her insight on the topic. From knowing your users demographics creating ads to target your users becomes much easier. With seeing users interest you are able to market to people who’s interests match your company, or create ads that will reach your users through their interests. The use of geo-graphics is great for social media and search ads. You can base ads off your users location and their languages. Also if you are a small local business you will want to make sure you are targeting your ads to the right locations. “If you notice returning visitors are more likely to convert, do everything in your power to get first-time visitors back onto your website by having them subscribe to your blog or email list. ” Says Hines. You can do this by seeing your users behaviors. Lastly, seeing the technology your users are using is helpful as well. You want to make sure your website works across all different browsers. Whether is the type of computer people have or if they are using mobile phones for you company more often.

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Growth Hacking Mentality


Out With The Old and In With The New.

Google continuously is changing and innovating everything that they have to offer us. One of these things is their search console reports for companies websites. Google updates and makes changes to the search console often in hopes it make it more helpful and better for their users.

The Old Search Console vs The New Search Console

With the most current google search console a lot of changes have been made to it. For example, the names for the reports have changed from the older console. The next being that you can go back sixteen months to see search traffic data instead of just 3 months, which is what the old console offered. The newer console also gives detailed information about a specific page, including index coverage, canonical URL, mobile usability, and more. It offers tracking flows for specific pages to help you monitor, fix, and request a recrawl of pages affected by crawling issues. The issue report security has also been updated, which will show you a history of other issues that your site has had in the past. No site-wide view of blocked resources is available, but you can see a list of blocked resources for individual URLs using the URL Inspection tool. This may be seen as a negative though. Google is still continuously making changes to the search console reports and it’s very important to stay up to date with that.

So Which Search Console Report Is Better?

According to the google site, they “strongly recommend using the newer version of each report, as it becomes available”. Yet I see positives and negatives with both of these reports. Since there are so many changes and updates with the new console, it may be frustrating to people who are used to using the older console. After looking at the article, “The Differences And The Pro’s And Con’s Of The New Google Search Console” from Acutate Media made some good points on this topic. To sum it up, the new reports seem to have really stepped up their game making it better than the old reports. For example, you can see back 16 months of data, which is extremely beneficial. They also state that “you now have the ability to get a much bigger range of data than you used to.” Acutate does touch on how their mobile experience is a little iffy and could use some fixing. Yet, that comes with any new thing, you have to be able to test it out. Overall the old search console did have some good things working, but google updated and changed it for a reason and it’s obvious that some great things came from it. We will just have to wait and see what google brings to our search console reports next!


Big Expectations

Just last semester I took Digital Marketing and I was able get a good grasp on digital analytics. I learned a lot of things that I will be able to put to use in a future job. I also feel that Digital Marketing analytics will give me 100% more information to take in and learn about.

Digital Marketing (The Old)

Last semester in Digital Marketing I feel that we were able to just touch the surface of analytics and all it has to offer. Whether it was SEO Strategy, SEM or Paid Search, it was all very interesting to learn about. It was very enjoyable to test the waters on an actual business, but the results were definitely not what any of the class had hoped for. I feel that I was able to learn a lot from those failures though. It was then clear what works and what doesn’t.

Digital Marketing Analytics (The New)

It’s my absolute last semester of my college career and I am looking forward to taking Digital Marketing Analytics. I have some very big expectations for this course, as Digital marketing was a great course. I expect to gain even more knowledge about analytics that I can put to great use in a future job as it is coming at a very quick pace. I am expecting to do a lot of hands on work too. I feel that I obtain a lot more information through being able to do it myself. This will also give myself and the class a chance to bounce ideas off one another. I believe that this class will be very open to each others ideas and we will be very open with each other as well. Lastly, I expect to be very successful in this class (hopefully).