COMPREHENSIVE ATTRIBUTION SERVICES WITH CLEAR INSIGHT
IDENTIFY RELEVANT KPIS, CAPTURE USEFUL DATA AND LEVERAGE ADVANCED ANALYTICS TOOLS TO PRODUCE FAST ROIS
Great data leads to great results. Inaccurate or irrelevant data wastes money and creates frustration. Dozens of possible KPIs and almost endless volumes of data overwhelm even the most veteran digital marketer. Attribution modeling that delivers useful information and powerful insight requires identifying the relevant data, and then having the tools to extract and report it.
BFO’s data analytics services deliver a keen eye and proven process that makes analytics simple. For some clients, we do all their analytics. For others, we help their team identify key data points, recommend tools and platforms to increase analytics efficiency and train them on how to read, filter, sort, interpret and glean insight from the numbers.
OUR PROCESS: DELIVERING CUSTOMIZED ANALYTICS SOLUTIONS
Every client is unique in two ways: their needs and their data. To accommodate each, we’ve built our simple Be Found® analytics consulting process. It begins by understanding business and marketing goals.
Then we establish clear objectives and align KPIs to each. Revenue, ROI and conversion rate represent common and key metrics, but they aren’t the only ones. Others include: cost per lead source, percent of sales from digital, sales per channel, cost per sale, time to conversion and many more. This step is the most important in the analytics consulting process. It determines whether the data will be relevant and useful and requires open, transparent communication.
Next, we perform an analytics-focused site audit and leverage data capture tools like Google Tag Manager and Tealium to improve data accuracy. We recommend and set up reporting tools like Google Analytics. As a certified Google Premier Partner, we offer advanced analytics tools like those available in the Google Analytics 360 Suite, a “set of integrated data and marketing analytics products designed specifically for the needs of enterprise marketers and analytics professionals.”
Analysis comes next. Here we employ a “refine, analyze and repeat” model. This approach ensures every report delivers greater insight into user behavior to help inform decision-making and accelerate progress. While the precise metrics vary, this step typically involves thoroughly examining cross-channel digital marketing programs and performance analytics of all data structures with a focus on conversion rate optimization.
If we do it all for a client, we meet regularly to review reporting and make adjustments as needed. We discuss any new opportunities uncovered and how these may affect initial goals and objectives, or if we need to expand the analysis to account for new objectives. For clients looking for analytics tools and support, we set meetings and trainings to ensure fluency and comfort with all the tools and data. All clients have access to their customer support team.
YOUR RESULTS: DATA THAT BRINGS YOU CLOSER TO YOUR AUDIENCE
There is only one purpose for data and analytics: to connect you to your audience. That, too, is the ultimate goal of analytics consulting. The more comprehensive your data and analysis, the more complete your understanding of the user journey from first contact to conversion. And the faster you gain deeper insight into your audience, the more you know what they want and how to make the user experience more appealing.
And along the way ROI improves, marketing efficiency increases, brand recognition expands and revenue grows.