7 Easy Steps To Create a Web Analytics Framework and Improve Your Marketing

While many marketers are still struggling to define the best web analytics strategy, it is possible to start now by implementing a few easy steps.

If you are looking for a way to improve your marketing, one of the best ways is by creating a web analytics framework. In this blog post, I will show you 7 steps that can help you get started.

On March 4, Amel will do a free webinar on “How to Increase Your Website Revenue Using a Data-Driven SEO Campaign” at Webinomy. After the jump, find out more about the webinar!

“Measurement is the first step toward control, which leads to improvement.” You can’t comprehend anything if you can’t measure it. You can’t control what you don’t comprehend. You can’t enhance something you can’t manage.” H. James Harrington (H. James Harrington) (H. James Harrington) (H

When I initially heard this remark, I believed it meant we couldn’t measure anything since we were surrounded by so much data.

However, over time, this has become my favorite web analytics statement. Simply because, after so many years as an SEO consultant, I realized that if I don’t properly measure my clients’ digital marketing activities and their impact on their business, I won’t be able to determine which action yielded a positive return and how to improve on it to provide the best results to my clients.

In fact, I believe that any aspiring data-driven marketer — including you — would benefit from reading, comprehending, and using this phrase to their next marketing effort. That’s why you’re going to discover the most efficient technique to measure your digital marketing campaign by constructing a web analytics framework in seven simple stages that, when properly executed, will assure the success of your marketing initiatives.

Prior to developing an SEO plan, you should set up a web analytics framework to ensure that all of your efforts are focused on achieving the most important objectives for your firm. Your framework will assist you in determining the purpose of your SEO approach.

To create an SEO analytics framework, you must first answer the following basic questions:

1. Identify and define your company’s goals.

What are the business goals that your SEO strategy may assist you achieve?

To answer this question, you must first define and describe the most essential website priorities in terms of the major achievement.

Remember that goals are step-by-step strategies to move you from where you are to where you want to be. As a result, you should sit down with your marketing team to determine where your website is now and where you want it to go in terms of traffic, rankings, conversions, and so on. This will eventually assist you in determining the most critical area for improvement in order to boost the bottom line.

Here are some examples of website business aims to help highlight this key point:

  • In the following six months, increase targeted traffic from organic sources by 25%.
  • Improve the conversion rate of pages that aren’t performing well by 1%.
  • In the following three months, increase green-widget items by 5%.
  • Increase the efficacy of your SEO marketing strategy by 10%.

2. Make a link between your objectives and your goals.

What are the three most important objectives for our SEO marketing campaign?

Although we began by discussing objectives, in actuality, goals come first. The Business Dictionary defines a goal as “an visible and quantifiable end result with one or more goals to be accomplished within a more or less specified period.”

In the world of analytics, a goal denotes particular tactics that will get you to your intended result using your action plans.

SIDE NOTE: There is a lot of misunderstanding about the difference between objectives and goals. You may be wondering, “What’s the difference?” at this point.

So, here’s a definition of aim vs. objective that I’m certain you’ll find useful: “A goal establishes the direction and destination, but a succession of goals provide the way to get there.”

To put it another way, consider of a goal as the desired outcome that you want to achieve as a result of your efforts. On the other hand, objectives are about laying out a succession of detailed assault strategies that will assist you achieve your desired goal.

For instance, your top-priority intended outcomes — or objectives — may be:

  1. Identifying the causes for high bounce rates (return-to-SERP) on particular pages and improving the site’s engagement.
  2. Identifying ways to increase your site’s performance for a better user experience.
  3. To enhance internet exposure and traffic, I’m experimenting with SEO press release strategies.

The goal may be identified as “increasing SEO marketing efficacy” in the example above. Now, in order to achieve our goal, we must develop a plan for each of the objectives listed above. To be clear, strategy is concerned with all of the “how to” aspects of achieving your objectives.

You will enhance the site’s SEO performance by achieving each of your set objectives, resulting in increased traffic, engagement, retention, and, ultimately, sales.

So, before you start digging into data, make sure you have at least three business objectives with which to connect your aims.

3. Make a list of your key performance indicators (KPIs).

Your KPIs are tied to your goals. You won’t be able to appropriately determine your KPIs if you can’t describe your company goals. KPIs are critical because they provide a realistic picture of how your campaign’s success compares to its specified goals.

You operate an ecommerce website that sells snowboards, for example. Your company goal for the first quarter of 2015 may be to sell more K2 brand units. Conversion rate, average order size, and shopping cart abandonment rate are examples of web analytics KPIs.

There are many different KPIs that may be tracked. Here’s a partial list to get you started:

Key Performance Indicators for Sales and Marketing:

  • Returning customer sales vs. new customer orders
  • Sales are made on a daily, weekly, monthly, quarterly, and yearly basis.
  • Non-branded keyword traffic
  • Returning vs. new visitors
  • The average transaction cost
  • Rate of conversion for each medium/source
  • Distribution of transactions per nation
  • Distribution of traffic by country/territory
  • Click-through rates on brand SERPs

4. Make a list of your projected goals.

What are the expected results of our SEO strategy in terms of income, conversions, engagement, and so on?

You will be absolutely blind and clueless about the success of your plans if you do not define a predicted numerical value for each of your KPIs. Without a doubt, how would you know whether your campaign was a success or a failure if you didn’t even define a goal value to reach?

This is why setting objectives for each of your key performance indicators is critical. Your goal is to outperform your projections as much as possible.

5. Use Web Analytics Data Segmentation to Get Accurate Reporting

You’ll need to establish a precise segmentation strategy in order to undertake early analysis of the data you’ll collect once the campaign begins.

What are all the distinct traits and actions that constitute the target demographic that visits our website as a consequence of our SEO campaign? The segmentation strategy should answer this question.

In Google Analytics, these traits and behaviors are referred to as dimensions. They assist us in organizing, segmenting, and analyzing our data. Google’s simple explanation of dimensions is that they define your data.

A geographic place, for example, may have a dimension named City Name. New York, Paris, or Montreal might be the values for the City Name dimension.

Also, dimensions are the actions that someone does on your website, such as the pages they view, the things they buy, and the searches they conduct.

6. Use a dashboard to track the success of your campaign.

Using customized profit-driven dashboards is a simple and visually effective approach to monitor the effectiveness of your digital marketing activities.

You see, a digital dashboard is a place where all of the data and metrics from your online marketing campaign are gathered and displayed as helpful actionable insights, and the easiest way to get started with the dashboard construction process is to start with your KPIs.

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Now is the time to get your dashboard and infographic!

7. Sorting Out Your Campaign’s Potential Outcomes

Before you begin analyzing the effectiveness of your campaign, the last thing you need to do is create some categories into which your findings may be classified. For example, you might categorize the outcomes of your campaign as follows:

  • A campaign that did not succeed (negative ROI, zero revenue, lost money).
  • Break-Even marketing campaign (expenses equal revenue).
  • Campaign is mediocre (made a negligible ROI).
  • Campaign success (you outperformed your objective and generated a big return on investment).

By now, I hope you’ve realized that our purpose isn’t to create subpar SEO marketing strategies. If you want to design effective campaigns, make sure you monitor and measure your efforts appropriately, and that you completely grasp your web analytics architecture.

Finally, here is an example of your SEO web analytics framework:

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What’s the Next Step in the Process?

Start constructing your web analytics foundation now, and join us on Wednesday, March 4 at 1 p.m. (EST) to further your web analytics expertise! “How to Increase Your Website Revenue Using A Data Driven SEO Campaign” is now open for registration.

The “digital marketing analytics books” are one of the best ways to improve your marketing. Here are 7 easy steps you can take to create a web analytics framework and improve your marketing.

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