How mature are your marketing questions?
You know how many visitors came on your site today, what was the bounce rate, what geo-locations they came from, they came from Google or Facebook
Well, most people can answer those questions just by setting up Google Analytics, but this doesn't help you grow your business, does it?
Let's say, you get over 50% of your traffic from organic search but you also know that you have a 50% conversion rate when people come from Facebook Ads, but, your revenue is more from organic search when you average out revenue from both the channels.
So, what do you decide of these:
- Spend more time doing the slow/painful SEO and content marketing
- Burn money on ads and let the sales coming in
It's easy to answer when the website is just a side-project, tougher when it brings bread on your plate. Maybe, just maybe, your looking at the wrong end!
What if, they are the same people, people google about you, check your website and leave, a few days later they see your Facebook Ad and finally convert. Now, this is hard to figure out from the standard analytics tools out there because the answer lies in the data and not the dashboards.
I feel if we can answer these 3 questions, we know a lot more about our customers than those dashboards:
- The average number of sessions taken by your customer to convert?
- Can you identify noisy visitors and save retargeting costs on Facebook?
- How do you decide which attribution model suits your business or which click is the most important or is it even a click that matters for you?
These sets of questions rely more on interpreting the behavioral actions taken by your visitors, what influences them, what makes them go, or come back.
For eg. consider this, you run a blogging website on football and a visitor who's interested in table tennis visits your website, 2 things could happen
- Realizes it's the wrong website, doesn't scroll
- Bounces off between pages quickly, spends less than 10 seconds on each page
The point here is, your Facebook pixel could still pick this user up and show him/her your ads but does the visitor's behavior show any intent of being a customer?
To answer such questions, you do not need fancy dashboards, what you need is granular, user-level data streamed to you. Data that can you can dive into and never come back from. Data is itself hard to understand, hence, spinning up a few dashboards won't help you grow/understand your customers in detail.
The team here at deepneurals has been extensively working on such a tool that can allow people to collect this data, of course being compliant to GDPR. If you think you'd want to try the tool out, feel free to hop-on as we're getting users on-boarded under our "Early Adopters" plan this month.
