Data & Analytics

Audience insight for a data-driven marketing strategy

Data allows us to understand who your existing and potential audiences are. It also tells us exactly what they want, where they want it and how they want it. 

Who are your customers?

We use a number of 1st party sources to learn about your audience. This includes analytics, Google Ads, Microsoft Ads, Facebook, Linkedin, and CRM data. 

We also consult 3rd party sources such as independent reports, government reports, market reports and benchmarking reports. This helps to give us a full picture of your audience.

Combined, this data enables us to answer questions like:

• which customers spend the most?
• which customers are most loyal? 
• what is the typical age of my customers? 
• what interests do my customers have?

What do your customers want?

The key to performing well online is to identify and answer the user demands with your digital activity. So, when it comes to understanding what your customers want, we consult a huge amount of data to inform your digital marketing strategy.

We use a number of resources including:

• Google Ads
• Microsoft Ads
• Search Console
• Google trends
• Answerthepublic
• AHREFs
• Ubersuggest
• keyword.io

We also employ social listening tactics across social media networks to get a better understanding of what your users want based on their conversations.

This sort of data enables us to understand what questions your customers are asking. For example, what they want to know and what they want to buy. This allows us to spot trends and respond to questions with content.  

How do your customers want their information?

An audience insight investigation allows us to understand which channels your audience use, on what devices, and on which platforms. 

We also look at which platforms give you the best return, along with the best performing visuals, such as display ads or videos.

Performance analysis for strategic data-driven marketing

If you’ve recently launched a new website and want to know how it’s performing or have been running a campaign that isn’t generating the desired return – our performance data service can help you get answers. 

As part of our strategic data-driven marketing service, we provide a Performance Analysis service. 

This lets you understand how well your digital marketing activity is performing right now. The Performance Analysis is made up of 2 key strands:

• How your users are currently finding your site 
• How your users are currently engaging with your site

Identifying this enables our data-driven marketing experts to highlight underperforming areas on your site, as well as learn from high performing activity. 

How your customers find you

Firstly, we take a look at how well your digital marketing mix is performing for you. 

For example, we might find that you’re heavily reliant on biddable media to drive traffic to your site, and in order to reduce your reliance on PPC, it may be more beneficial to also invest in SEO. We also look at whether all social media channels are pulling their weight, and make sure you’re using the channels best suited to your audience.

How customers engage with you

Once you’ve got customers to your site, data can tell us how effective your website is at getting them to do what you want them to do. 

Our analysis looks at engagement metrics such as:

• bounce rate
• Conversion rate
• call to actions
• exit rate time on page
• user journey paths
• conversion metrics such as drop offs
• cart abandonments
• performance by page, funnel visualisation
• behaviour values