Data Analytics
Turning your multiple data sets into meaningful business insight
Data is an essential component of any successful marketing strategy. Detailed data insights inform better decisions and provide quantifiable feedback on the returns gained from each investment made.
Analytics Consultancy Services
Standard website and standard application analytics installations are useful for seeing top-level data on traffic patterns, sources and behaviours, but often contain little in the way of specific goal tracking and ecommerce information, and can include unwanted referrals and incorrect traffic that dilute the value of the data therein.
With this in mind, SI ICT provides tailored consultancy around Analytics account configurations, as well as associated services, technology upgrades to Google Tag Manager or building custom dashboards in Google Analytics, Data Studio or reporting platform of your choosing.
Our Approach
Tracking Audit
When migrating from one content management system to another, or if you are editing your pages frequently over a period of time or a large enterprise network, it’s possible that some pages may not be tracking to the correct session, or with the dimensions you need. Sometimes, this results in traffic showing internal referrers or as new sessions, therefore inflating statistics incorrectly.
We also look at integrations with your payment gateways or Customer Relationship Management System and also monitor for error pages, filter out regular users by IP address and also provide recommendations around your code configurations.
Channel Reporting
Clients want an expert to analyse their data and tell them the narrative around what’s been happening. We also back up this narrative with external tools, too, so we can be sure of the reasons behind climbs or declines.
Often times we see a lot of ‘direct traffic’ and this traffic is usually far from direct. From this analysis we can clearly discuss visible channels, like search engines organic and paid, as well as referral traffic from other websites, but we also highlight ways in which we can surface other channel statistics in here, like email marketing, dark social, referrals from Google properties, URLs from Apps and SMS messages, and others
Goals and Ecommerce
Without a specific customisation, events are unlikely to show up in your analytics package. With some configuration, frequent tasks such as form submissions or link clicks can be tracked as measurable events in your website analytics, and these can then be converted into Goals for reporting. Goals can also be pulled through into your paid advertising efforts so that your advertising spend can be optimised to encourage more of the same behaviour.
Ecommerce websites aren’t always configured to track success in the best way. Popular packages such as Google Analytics have advanced ecommerce features and these are rarely enabled or fully utilised properly. If you require product level insight, and detailed basket abandonment reporting then you will almost certainly benefit from a fuller customisation and implementation.
Advanced Aspects
Most standard Analytics configurations leave data scientists wanting more. We ensure that configurations filter data correctly to show true metrics to the maximum extent possible. Sometimes we split out additional data views to show subdomains, too. In addition to this, we like to utilise custom metrics and custom dimensions when it’s appropriate to do so. Typically, these require website integrations but increasingly we can include these via container integrations such as Google Tag Manager– for example we can detect logged in users and tag their activity as such.
In many cases Google Tag Manager is a very useful method of allowing you to integrate bespoke tracking features like this so in many cases we will support your organisation or technology team in its integration.
Dashboard Creation
Dashboards are powerful tools which put relevant information in front of you, your stakeholders and your team. Most people do not have the time to deep dive into data and so we create powerful dashboards that present pertinent data in either Google Analytics or Google Data Studio for the purposes of tracking in real time your website’s usage. We always prioritise the unique aspects of your configuration in order to give you the best true business insights. The data included in these dashboards, if they are required, is always agreed in advance.
Consultancy Workshops
Finally, consultancy projects only hold their true value when knowledge transfer is facilitated via our handover process. We document our changes and also run through these via a handover meeting.
SI ICT's Data Led Strategy
Any business investment needs to provide a return on investment, we can all agree on that. What’s less clear is how best to monitor that return, with stakeholders all having their own KPIs and the perceived success of a campaign or decision often being rooted in subjective as well as objective goals.
SI ICT is trusted by established, well known brands as well as growing enterprises to guide them on their data-led strategy. This means working closely with you to understand the overall goals of your business and to incorporate conversions throughout the online user journey to create a full picture of what should be tracked, why and how.
By setting a clear set of KPIs on both a macro and micro level, we’ll empower you to gain better visibility of the impact of your investments and to therefore make more informed decisions on your strategy moving forward.
We’ll use these insights to build your Analytics platform to report back on the metrics you need to see, and can also produce easy-to-use dashboards on Analytics and Google Data Studio for you to report to your wider organisation, too.