A Game of Numbers.

Measurement is key to the long-term success of any online campaign. But we don't focus on the numbers as much as what those numbers mean for what's going on out there. We are always listening to what the data tells us – and then we act. In our way of thinking, data dashboards and attribution models are a plan for optimization, not just the basis for weekly meetings.

Through in-depth analytics, we endeavor to understand end-user experiences within the framework of the overall campaign goals. Campaigns and marketing tactics are monitored to assess performance and visitor engagement and to measure ROI. In the realm of online commerce and conversion funnel tracking, analysis is also focused on understanding form abandonment and on click-stream data resulting from off-site visitor behavior.

Analytics has progressed past standardized monthly traffic reporting and codified key performance indicators. We use Key Insights Analysis in order to listen to and understand the end user – both inquisitive website visitors and the existing client base – to develop attribution models and optimize accordingly. Key insight is gained through click density, task completion, segmentation, and scrutinizing campaign results in conjunction with Key Performance Indicators (KPIs). Visitors, prospects, and constituents are profiled based off of campaign response and site use/interaction.

By combining qualitative data with analytics data, we craft visitor personas. In the course of user profiling, prospect models are used to predict probability distributions and forecast revenue/conversion projections.

It sounds complicated – and it is. But it's how we measure success and constantly improve our efforts to connect what's meaningful to a client's customer with what's profitable for its business.

Google Analytics Certified Partner MEA Digital is a
Google Analytics™ Certified Partner (GACP), certifying the agency's ability to provide implementation, training, and support for Google Analytics™.
Google MEA Digital is a reseller of Google Analytics Premium (GAP), which features increased processing, SLAs, attribution modeling, and more. To learn more about GAP, click here.