PHASE 4 – Track and Analyse The Data
We look for ways to build some form of analytics into all activities. Where there is no standard form of data collection, we come up with strategies for these set objectives. We think outside the box and use technologies such as QR codes, social media interaction, people counting technology, etc. to generate useful data.
We then use the data to define the target market more accurately and identify weak points in the campaign and the avatar journey. We use questionnaires, surveys etc. for feedback and to give the avatar more of what they are responding to and maximise returns on spend per
In this phase, we also account for macroeconomic trends that affect the microeconomic objectives. Our system takes predefined and relevant global and local market shifts as well as events and movements into account.
Deciding Metrics and Continuous Adjustments
After each event, activity or campaign has its data points set, we then compile the analytics data for you so it can be used to measure the results from sales, lead generation, brand exposure, etc. and adjusted accordingly to improve the outcomes. Data analytics is not just about results – it’s about results that lead to action and ongoing improvement.
Collating micro and macro events into Google Analytics
Google sets the standard when it comes to data collection, and they are continually improving their data collection via Google Analytics, Data Studio etc. However, Google can only collect online data from digital traffic. To overcome this shortcoming, we use tools such as annotations to link offline, soft and hard data. We can then analyse Effects and what Caused them to qualify assumptions better. We don’t merely collect hard data that tells us how much traffic, we also compile soft data, and annotations to give us clues as to why data moved one way or the other in that period.
Social Media Data for Brand Awareness
Social media is a source of useful data for brand awareness campaigns. Facebook, in particular, has ever improving demographic tools that, if used effectively can have a significant impact.
Sales Data, Lead Data and other Metrics
We compile, annotate and analyse data from mailers, web traffic, campaigns, activations, events, etc., and combine these with sales data, leads data, etc., into an easy to understand full picture for Phases, Consult and Adjust.