Cross Platform Analytics – A Digital Marketing Challenge
Keywords – Cross Platform Analytics
Marketing Voice stands by absolute transparency.
In fact, our sales pitches outline exactly what we are going to do for the client and what do we expect from the situation.
In most cases, we try to present solutions that tackle more than one issue at a time.
This may sound appealing. However, we never expect our efforts to be the only marketing backing for our clients. Quite oppositely, we tend to push our clients to widen their options and get involved further in the process.
And, there is a simple reason for all this.
Conversion Rate Optimisation
From a marketing perspective, conversion rate optimisation is a well known term.
Generally, we use the analogy of a shop here. Just because customers walk into your shop doesn’t mean they will buy something. Customers walking in is just the first victory. But, customers will only buy in the shop if they like what they see. More specifically, and in a more likely fashion, customers will definitely buy if they like what they see and its presentation.
So, if you want to improve your chances of making a sale, you need to go a step further.
And, as expected, there is no magical one way of doing things to get the right level of attention. Therefore, you should start with a couple of options before narrowing down to what works.
In digital terms, this generally means running multiple ads or creating multiple web pages and measuring the response. In reality though, conversion rate optimisation takes the shape of trying digital and traditional platforms simultaneously and getting more specific data.
And, this leads to the challenge that we want to bring attention to – cross platform analytics.
Cross Platform Analytics
To be perfectly open here, we struggled to find a solution to this problem at the earlier stages of our business development.
There were times where we tried to simply go with what the clients wanted. But, over time, and with continued success, we have become far more expressive.
And, with that expressionism comes the freedom to speak up and suggest.
Here, given that we place ourselves as business first and marketing agency second, we have built a clearer understanding of how to effectively connect with people. And, remember, people buy from people.
So, we have realised that conversion rate optimisation is about diversifying the way to reach our targets too.
Solving the Cross Platform Analytics Challenge
If it was easy to breakdown the data collected through different efforts using a tool, that would have been our suggestion in this blog. But, the world doesn’t work that way.
Put simply, you need to put a clear division between the business efforts. (The said notion is also supported by “Organisation Theory”).
For instance, a recent lead wanted us to run Facebook ads for his furniture business.
However, given the specifics of the said business, we quickly realised that Facebook provided little chances of success for the said business. The said odds of success through Facebook were also a challenge given the other marketing efforts in line for the business. We would have been chasing the target audience with too many diversified tools.
Instead we sat down and found a new angle to push the business. The said new angle not only provides a long term solution, but was also concentrated enough to run quicker tests. Now, we are targeting specific people by building a digital first connection through LinkedIn. (How many marketing agencies do you know who can do that).
Not only is the solution unique, it is different enough from the rest of the efforts to stand on its own, generating its own data. And when it works, we will know exactly why.
To learn more, get in touch with us today.
And, to learn about other areas of optimising your business efforts, check: