Analytics services are an essential component our internet marketing optimization process. We use and promote Google Analytics and offer related services that include the following:
Strategy
Our analytics strategies connect your business objectives with key performance indicators that can be measured with Google Analytics. To develop them, we audit your business and internet communication to identify measurable goals, methods of achieving them, and relevant metrics. Often part of a larger strategic document, our analytics strategies establish a foundation for implementation including installation, configuration, interpretation and education.
Installation
Our analytics installation services ensure the accurate and reliable capture of key metrics defined in your analytics strategy. We install Google Analytics (as well as other metrics tools, such as Google Webmaster Tools) into new and existing websites. This can involve everything from a simple copy and paste of the requisite JavaScript code to complex customization for tracking e-commerce, Flash events, document downloads, custom campaigns and user-defined segments. Our Google Analytics Qualified Individuals and developers are platform agnostic and can install Google Analytics into websites including ASP, ASP.NET, PHP, Flash and plain HTML pages.
Configuration
To ensure that you can capture and understand the most relevant data related to your business objectives, we follow Google Analytics installation with the configuration of accounts and profiles to reflect your analytics strategy. This includes configuring appropriate account and profile hierarchies; creating filtered profiles for distinct user groups and data; establishing goals; creating custom filters, segments and reports; and connecting Analytics and AdWords accounts for seamless search marketing tracking.
Interpretation
Continuously improving internet marketing return on investment requires regular interpretation of analytics data and the recommendation of actions to reverse negative trends and further positive trends. To achieve this, our Google Analytics Qualified Individuals review data from Google Analytics (and other sources, such as Google Webmaster Tools, Google AdWords, Google Website Optimizer, and marketing-integrated CRM implementations such as Salesforce.com) to provide analytics summaries, strategic recommendations, and implementation priorities geared towards maximizing desirable results.
Education
Good web analytics don't just improve internet marketing results. They also catalyze cultural change within organizations to encourage more data-driven decision-making. To this end, we provide Google Analytics educational services including one-on-one training and workshops. These services help you and your organization understand the value of analytics, how specific metrics relate to your business objectives and customer buying cycle, and how to navigate the Google Analytics interface.
