Learn with Google: 5-Step Guide to Make Better Marketing Measurements

23 March 2021

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Denis is the founder of Viden/@Viden, a data-driven strategic digital consultancy, and one of the industry experts with over 10 years of experience in digital marketing, digital strategy, and science data.

In 2021, when the digital marketing industry is evolving according to customer expectations, privacy becomes a crucial factor for digital marketers. In fact, according to a data security survey conducted by RSA, as many as 78% of respondents said that they valued their data privacy the most. It means that new practices are required for marketing measurements to respect consumers’ privacy and improve their journey. Teaming up with Google, we’ve prepared a Guide with 5 Recommendations that can help your business make marketing measurements in a better and smarter way to ensure a seamless customer experience.

1. Understand what consumer behavior is telling you

One of the crucial steps in strategic marketing is to analyze consumer first-party data and customer behavior patterns. If you study consumer behavior, you will be able to identify the patterns in which they tend to operate, such as which consumers are reaching out for a particular product or service, at what times of the year or season, and how frequently. This helps understand how to better engage with different sets of customers and align your marketing plan accordingly.
Tip to apply: Think of metrics you didn’t measure yet in your analytics that might influence your marketing strategy.

Read Now: Consumer Behavior in 2021: How to Adapt to Changes

2. Collect and connect consumer data with a cross-platform solution

Analytics can be challenging when all your consumers’ data is split on different platforms. What would be beneficial here is to bring all data together and analyze it thereon systematically. In that case, a single solution for cross-platform analytics that allows evaluating your performance on all different platforms worth investing in. With such a tool or solution, it becomes much easier for you to analyze customer data.
Tip to apply: If you have all our analytics in different places, it’s the right time to think of a cross-platform solution. It helps unify all the insights from several platforms and provide a complete view of customer behavior.

3. Disclose to your customers how their data is used

It is essential to be honest with your customers at all points and in all aspects, particularly regarding something as sensitive as data privacy and data use. While it might appear to be counterproductive, consumers are more likely to give their consent and share their data once they know exactly what it will be used for. To this end, it is a good practice to ensure that you keep your privacy policy completely updated and that it’s easy to read and understand for your customers.
Tip to apply: Make sure to avoid complicated industry terms and regularly update your privacy policies with the regulations that support users’ rights.

4. Use conversion modeling to make up for gaps in measurement

Conversion modeling is crucial for the success of your marketing plan, particularly in this stage when privacy rules are becoming more stringent and can bring either small or significant gaps in measuring consumer journeys. Conversion modeling can help you fill the gaps in a customer’s journey by picking up where a person left off on different devices connecting all data together for you to understand the whole picture.
Tip to apply: Site-wide tags can help you to develop a strong foundation for measuring different customer journeys.

5. Use safe cloud technology to create more personalized experiences

It is essential to keep your consumers’ data safe and their privacy secure. In this case, digitally mature marketers tend to use cloud-based tech solutions. Cloud technology is not only secure, but it also offers a large amount of space for all the data you need to store. It becomes much easier to update cloud storage as opposed to less developed options of digital storage. It allows you to access all data in one location while automated customer analysis helps you make better-informed decisions to engage with your customer more effectively.
Tip to apply: You can work with external partners to measure your digital campaigns and track the customer journey. This way it might be easier for you to add third-party tags to your site and move them from the site to the cloud.
Bonus Tip: The last tip we suggest applying is rather a long-term recommendation that will help your business have better control during unpredictable times – always stay agile.

Read Now: Agile Marketing: A Strategy That Helps You Win in 2021

A crucial quality that digital marketers have to possess is adapting and transforming according to the changing market trends. With the right mindset and preparation, brands have to stay open and adapt new measurement strategies to reveal consumer behavior patterns allowing customers to have a pleasant and smooth experience with the brand.

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