#12: A bet­ter per­for­mance through Google An­a­lyt­ics

Malta Independent - - NEWS - Clau­dio Laferla

I would like to start this ar­ti­cle by ask­ing the fol­low­ing ques­tion: Why would some­one need to im­ple­ment the Google An­a­lyt­ics? The an­swer is sim­ple: for bet­ter per­for­mance!

In a re­cent For­rester re­port (May 2015), it was con­cluded that 64% of mar­keters stated that bet­ter data helped their prospects. This is not a sur­pris­ing ev­i­dence! How can any­one sat­isfy the cus­tomer needs – what­ever these needs are – with­out hav­ing the right and up-to­date in­for­ma­tion re­gard­ing their

needs, pref­er­ences, time-frames, likes, places, de­sign, spend­ing power, com­puter us­age, etc.

The more data one has on the clients, the bet­ter the pos­si­bil­ity of prod­uct/ser­vice suc­cess. Con­se­quently, a ser­vice such as that of the like of Google An­a­lyt­ics would as­sist bril­liantly the data anal­y­sis. Google An­a­lyt­ics pro­vide a variety of anal­y­sis of the web­site(s), blog(s) or any other on­line URL, which may be ac­cessed in real time so that the in­for­ma­tion avail­able is al­ways cur­rent.

An­a­lyt­ics pro­vide a variety of op­tions to be as­sessed and acted upon. I will dis­cuss a few of them. The ‘Per­sonal as­pect’ – mar­keters must be smart enough to tai­lor make the prod­uct(s)/ser­vice(s) as per­sonal as pos­si­ble. Ev­ery­body de­sires at­ten­tion and care. This makes them feel im­por­tant and not just a money-mak­ing in­di­vid­ual. When an­a­lyt­ics form part of the daily rou­tine for mar­keters, the as­pect of per­son­al­i­sa­tion be­comes eas­ier to achieve, re­sult­ing in a hap­pier and re­cur­ring clien­tele.

An­other as­pect for com­pa­nies which may avail them­selves of the power of an­a­lyt­ics are ‘Trends’. Know­ing when to in­tro­duce and pro­mote ‘Trends’ forms part of the mar­keter’s strat­egy. The ef­fect of the ‘Trend’ may not only be on a mi­cro level but also on a macro en­vi­ron­ment. This de­pends on the tim­ing of which data may be de­duced from ap­ply­ing an­a­lyt­ics to the mar­ket­ing ap­proach.

‘Cus­tomer be­havioural pat­terns’ may be also mon­i­tored and an­a­lysed through an­a­lyt­ics. Hav­ing var­i­ous cus­tomer de­tails at hand helps the mar­keter pre­pare and act with­out an­noy­ing too much the cus­tomer. The cus­tomer be­hav­iour pat­terns also in­clude, for ex­am­ple, how the set-up of the re­tail shop helps and/or dis­rupts a cus­tomer; for how long does a cus­tomer stop at a par­tic­u­lar stand; or where do cus­tomers go as soon as they en­ter the shop. These are all im­por­tant ques­tions which may pro­vide valu­able data through an­a­lyt­ics. With­out doubt, this leads to propos­ing bet­ter cam­paigns, which will in turn help ac­quire more clien­tele and pos­si­bly more rev­enue.

How­ever, one of TED’s Talks ad­dresses a par­tic­u­lar as­pect of mar­ket­ing, namely, “Why a cus­tomer will pur­chase that prod­uct?” There must be a rea­son for ‘Why.’ The mar­keter will do well to dis­cover the an­swer to this ques­tion.

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