A partnership with Timmermann Group ensures performance measurement, analytics reports and recommendations are frequently delivered to your inbox. Let us show you what your marketing is made of with some hard data.
Google Analytics is a widely-used analytics software program. Installing Google Analytics involves adding specific blocks of code on specific pages of a website. When a user views one of the pages, the code fires and begins tracking the user. This allows Google’s analytics server to store information about what pages a user visits, how much time they spend (or don’t spend) on a page, what links they click, where they’re located and much, much more. But in order to organize and store this data, Google Analytics needs to be set up properly.
Goals and events measure successful conversions and actions users take on your site, respectively. Goals are used to measure the key conversion points and performance indicators that relate directly to your business and sales process. This could be clicking on a phone number, filling out a contact form, completing the checkout process, or a number of other conversion actions. Events track smaller user actions that, while they may not relate directly to conversion, may provide key data on your audience and how users are interacting with your website. Beyond the skill required to properly set up both kinds of tracking, there’s some strategy involved in deciding just what kind of goals and events are crucial to your site.
Monitoring an analytics dashboard is one thing, but distilling meaning and actionable items from that dashboard is another. We offer reporting packages at various intervals (weekly, monthly, quarterly, or whatever frequency you desire) that takes this data and contextualizes it in terms of your goals and KPIs. Our reporting not only showcases the relevant data and monitors trends over time, but also provides essential outside context and suggestions for improved performance.
After the launch of your new website or marketing campaign, it’s especially essential that you monitor its performance. Our performance optimization plans (or POPs, as we like to call them) monitor and provide reporting on post-launch performance, with added analysis, explanation and recommendations for improved performance, if necessary. These POPs can help you make pivotal changes early on in a new website or campaign that can alter the trajectory of its performance for the better.
How to Find the Right Analytics Agency
More important even than the hard data involved in analytics is finding the right agency partner to execute your analytics reporting.
Look for an agency that:
Will partner with you throughout the process
With a service like analytics reporting, finding an agency that will act as a true partner is crucial. If you wanted a partner that would simply look at the data and pass it along to you without additional context, you could do that on your own, most likely. The real value in an agency partner is having someone who can help you interpret the data and make recommendations for improvements or changes. It’s important to work with a partner that understands your business and your goals, so you can focus on the data relevant to your KPIs.
Does their work in-house
A lot of agencies that don’t have large enough teams or employees with the necessary skills and experience may outsource to third-party vendors. This can be tricky, because it’s removing you one step further from the partnership. You likely haven’t vetted the outside personnel your agency is working with, and, truthfully, the agency’s realm of control with these vendors might be limited also. Outside vendors can often cause issues with communication and the work being produced, so it’s best to try to avoid these issues by partnering with an agency that doesn’t outsource.
Is compliant with best practices
The field of analytics and data is growing and evolving constantly. It’s important to find an agency partner that keeps up with these updates, changes and new avenues for gathering and interpreting data. However, it’s equally important to find an agency that, in addition to keeping up with the latest and greatest trends, is mindful of best practices, especially ethical ones, when it comes to methods of collecting data from users.
What you can do to prepare for your search:
Know what you’re willing to invest
An investment in analytics reporting is a sound one. Understanding how your website or marketing plans are performing is crucial to understanding their success (or lack thereof). While analytics reporting typically only requires a small portion of your marketing budget, understand that sometimes the insights it reveals may suggest additional services or investments are needed. While these additional adjustments may not be required, it’s important to always consider them in context with the reporting so you can determine whether or not they’re worth investing in.
Read their reviews
Just like you would with practically any other service provider, seeking out reviews from current and past clients is a great way to get a feel for what working with the agency would be like. Read the testimonials and case studies on the agency’s website, but also check outside review services, such as Google, for unbiased, unfiltered reviews from clients.
Why You Should Work With Us
Why should you work with Timmermann Group for your analytics? Because we’re the best. But don’t just take our word for it: In 2019, we had the honor of being named Best Marketing Firm by St. Louis Small Business Monthly. We were also nominated for Best in Web Design and Best in Customer Service. These are honors we don’t take lightly.
St. Louis Business Journal
St. Louis – Largest Advertising, Marketing, and PR Firms
St. Louis Small Business Monthly
2019 – Best Marketing Firm
St. Louis Small Business Monthly
2019 – Best in Web Design
St. Louis Small Business Monthly
2019 – Best in Customer Service
We take a custom and strategic approach to all analytics, and every step of the process is meticulously planned out by our in-house team of developers, designers, strategists, and analytics experts. Nothing is outsourced and nothing is overlooked. And, if we’re being honest, we love doing it. It’s more than a job; it’s our passion.
Frequently Asked Questions
Why is it important to track analytics?
Digital marketers know that every decision they make is subject to criticism and questioning. Why do it this way? Why change things? How do we know if this will work? By having a grasp on who is visiting your site and how they’re responding once they get there, you’re arming yourself with the figures necessary to take risks, explore opportunities for improvement, and ultimately grow your business. The numbers don’t lie.
Can I just track analytics myself?
Yes, technically there’s nothing stopping you from tracking, managing, and reporting your own analytics reporting. There are tools readily available that make several aspects of analytics reporting fairly intuitive. However, proper analytics management is about more than pulling numbers off of a spreadsheet. Providers of these services typically have years of experience in knowing what to look for, identifying opportunities for growth, and implementing plans of action. Understanding these variables and how to manage them is simply not something you’re going to pull from a Youtube tutorial. It’s always best to go with an expert.
When is the right time to implement an analytics strategy?
Right now! The sooner you start tracking and looking for growth opportunities, the better. Like so many behind the scenes aspects of digital marketing, you might not feel any urgency to get started. But just know that the longer you wait, the further behind you’re going to be when it comes to reaching and surpassing your competitors.
Learn More About Analytics
Marketing analytics is the process of collecting, managing, and synthesizing marketing data points and metrics into actionable marketing insights. In other words, marketing analytics helps you understand how well your marketing efforts are performing and identify areas for improvement and optimization.
You may be familiar with the old adage, “I know that 50% of my marketing is working. The problem is I don’t know which 50%”. For decades, business owners and marketing directors had little way of knowing how effective their marketing efforts were–or even if they were effective at all. There were few tools for audience and campaign measurement, and most of the tools that did exist were based on subjective, often unreliable methods. Making sound business decisions based on sketchy data is just as dangerous, if not more so, than making decisions based on no data. Enter the internet.
More & Better Data
The rise of digital marketing has been nothing short of a revolution in terms of how brands and consumers interact. Consumers have more options than ever before for researching and gathering information on industries, brands, and products and services that can help them solve their problem. They also have much more control over this process than in the past. Rather than being a captive audience forced to watch a television commercial during their favorite show, or hearing a series of radio spots as they drove to work, today consumers conduct a Google search, visit a company’s website, or interact with their favorite brands on social media on their own terms. So how does more consumer choice and control benefit your business?
The trade-off that consumers make for having so much control over how they gather and receive brand information and messaging is that, in the digital realm, nearly everything can be tracked. How many searches take place each month for a particular keyword, how many unique users visit your website, how many Facebook and Instagram followers your company has–there is an incredible amount of data available to businesses. This website analytics data can help understand consumer behavior, recognize industry trends and competitive threats, and improve revenue and profitability. But data alone is just numbers on a spreadsheet. In order for it to become meaningful and actionable, your business needs to embrace marketing analytics.
Turn Data into Insights
Marketing analytics takes the raw data and synthesizes it into actionable marketing insights. It provides meaning to those numbers on a spreadsheet, so that you can make sound business decisions. Marketing analytics helps your team understand how well each of your marketing efforts is working, and to accurately calculate its return on investment (ROI). Analytics provide context and meaning to data points, and help tell the story of your marketing and advertising campaigns.
A good marketing analytics partner will not only turn data points into insights; they will also make recommendations about how to optimize your future marketing efforts to be even more successful. These recommendations should be actionable, measurable, and specific in nature. After all, what good is data or website analytics if it doesn’t allow you to take action to grow and improve your business?
Analytics are important and should be part of your marketing efforts because they allow you to effectively track the performance and ROI of your marketing tactics. It reduces the need to rely on gut hunches by bringing visibility to each tactic’s actual achievement. It should be noted that an effective marketing analytics program helps you track not only your online marketing efforts, but your offline marketing efforts as well. This is because consumers rarely interact with a brand in only one context before making a decision. Including calls-to-action and special offers with your offline marketing including trade shows, broadcast media, and direct mail that directs these prospects to your website allows you to measure the effectiveness of these programs. This also helps your team understand how the various marketing tactics cohesively work together to generate leads and sales.
Marketing analytics also helps your business identify opportunities that you may have previously overlooked or discounted. Sometimes a particular marketing tactic doesn’t seem to be working very effectively, but insights gleaned from analytics demonstrates that it is actually generating a positive ROI, and that with more budget behind it could help grow your business even more. Marketing analytics support and influence your company’s marketing strategy, helping you identify areas that should be amended and optimized to align with your business goals and objectives.
Support Your Sales Team
Marketing analytics also benefits your sales team’s efforts. By continually analyzing every facet of your marketing campaigns, and then using those findings to take action and optimize your efforts, your business will develop both more marketing qualified leads (MQLs) and sales qualified leads (SQLs). By providing your sales team better leads, they spend less time on lower-quality prospects that likely will never become customers, and more time cultivating relationships with those leads that will become customers. This improved efficiency also helps your ROI. Another way that marketing analytics benefits sales is it helps with sales forecasting. Having reliable data about the performance of past marketing campaigns means you can more accurately project revenue for current and future marketing campaigns. This helps the entire company make solid, informed decisions about how to invest the marketing budget.
Marketing and website analytics has become an incredibly valuable tool, and its value will only increase as more consumer behavior, including purchases, takes place online. There is a wealth of data available, and properly utilized this data can be developed into marketing insights and from there into actionable steps you can take to grow your business and improve your ROI. The sheer amount of data can be overwhelming, so turning to a qualified, experienced marketing partner is important. They will help ensure you are properly tracking the data, build brand insights from these raw data points, and make meaningful recommendations to help you optimize your marketing going forward, freeing you up to focus on all the other things that require your attention.