TMC Strategic Communications

Where to Begin with Data Analysis.

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TMC Strategic Communications

Data is a valuable tool in measuring your success, giving real insight into what audiences are engaging with. Making a small investment in time to analyse your website data can reap great rewards.

When first delving into the world of data, it can be a mystery how much time to spend doing so. With an overwhelming number of metrics and numbers to look in to, where do you begin with data analysis?

First you’re going to want to familiarise yourself with Google Analytics. This is one of the most reliable sources of data for your website.

It is important to stick to one reporting tool when compiling data for consistency. Not only will this save time, but between platforms you will find that data can vary. Sometimes this variation in numbers is very small, other times it can be huge. Sticking to one data set avoids confusion.

Once you are familiar with your Google Analytics dashboard, have a look at where your traffic is coming from.

The quickest way to do this is by clicking: Audience > Acquisition > All Traffic > Channels.

This will show a breakdown of the number of users coming from Direct, Organic, Social Media and Referral.

On this table, you will see a number of metrics. This includes the number of users, bounce rate, pages/session and average duration.

The key metric to analyse on this section is usually the bounce rate correlated with the number of users. Even though your number of users may be high on a particular source, it doesn’t mean that this is the most successful channel.

For example, if you have 100 users coming from Social Media but the bounce rate is 99%, this audience most likely isn’t engaged in your contact.

But if you have 50 users from Organic with a 20% bounce rate, this audience set finds the content relevant and it is important to continue engaging them.

You then want to take a look at your landing page data.

What landing pages are users visiting the most from each source?

Does one landing page perform well on one channel but not another?

What messaging do you send out on these channels that could to altered in enhance performance?

There are a range of questions to be answered, but keep your analysis top-line in the first instance and delve deeper as you become more familiar with the data you are handling.

How often should you track your website data?

We would recommend logging your data once a month. Logging the data between the 1st and the 3rd of each month start ensures that you collect the entire previous month of statistics.

In the first instance you will take a little longer to get your head around the data on screen and setting up tracking spreadsheets.

Once this is complete you can simply data input the numbers within minutes on a rolling monthly basis.

For the more tech-savvy there is also Google Data Studio.

Data Studio is a product by Google that allows you to dynamically pull in data to one report.

As part of the Google Academy series of course they now have an Introduction to Data Studio. Anyone can register for this course and complete it for free. Click here.

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