At CompassRed, we work with many data sources and platforms on behalf of our clients.
Web and mobile properties are very common and important data sources.
Most often those properties are tracked with Google Analytics. (Datanyze shows GA with 62.12% market share in the US.) . Our clients mirror that statistic at minimum.
Our team is most often asked to help with one (or all) of three situations:
“Our data is messy” or lack of confidence in the analytics setup/configuration
We have web analytics, but don’t have enough insights about our user behavior
Our website needs improvement and we want to leverage analytics to make data-driven decisions.
The good news for most marketers and business leaders that we talk with is that there are known solutions that our team can use to help with for these problems.
We begin with an audit of the Google Analytics implementation. “Best practices” are the benchmark but our recommendations are tailored to your business goals.
Once we reinstate confidence in the data, we are then able to shift gears towards analysis and insight generation.
Our team believes strongly in enhanced data tracking, i.e. you need to capture the right data events in the right framework. Most companies rely solely on the default Google Analytics tagging and setup, and then wonder why their web analytics reporting can’t answer the complex business questions that they are asking about.
One CompassRed value-add is our methodology on “the right way” to push more granular data into GA, and then how to create visualizations to make that data actionable.
Often simply adding a unique client identifier enables next level analysis. This enables the shift from roll-up aggregate reporting to individual-level journey analysis, which is extremely powerful.
We believe there is always more value that can be unlocked from the analysis of digital analytics and web/mobile analytics.
Whether the output is a dynamic dashboard, a “science notebook”, or simply a presentation full of consumer insights, it takes the time spent thinking about consumer behavior that allows this value to be unlocked.
Are you a business leader with lots of questions about user behavior on your properties? Don’t settle for unsatisfying answers to those questions.