Before you move on to the next big thing in data, it’s time to get your house in order. Start with a clear digital strategy for all your channels. Effective marketing channels interactions management means understanding the complete picture of the organization’s interactions ownership.
For sure, without a cohesive digital strategy, it will be harder for web analysts to track the complete picture. Digital Strategy management is central to everything, domain strategy, offline and online e-commerce, mobiles applications strategy, social Medias etc. All this point are measurable with Google Analytics and Google Tag Manager, but great care has to be take in defining Multi-Channel Strategy to make it as complete and comprehensible as possible.
To be honest, even with a web analyst army, the excessive use of domains without purpose, the use of unfriendly analytics development like Ajax or iframe and fuzzy goals definition will not permits you to clearly measure conversions, acquisitions and ROI.
You will find below a picture explaining the tracking dependencies.
Let’s now have a look on the importance of a domain strategy for the websites channel and how it may affect the web analytics.
Each marketing team will have to ask themselves the right questions regarding domains strategy:
– Do you know how many domain names you own and what names are receiving traffic and at what volumes?
– Are they all useful? Does they are not splitting SEO Strength?
– Is it the most cost-effective solution for SEM investment? (SEM=SEO+SEA+SMO)
– Does the SEM investment cannot be usefully allocated elsewhere?
– Does your websites are analytics friendly developped ?
– Does your websites have a clear media strategy ?
If all this points are covered, web analysts will be confident for creating the proper amount of account and containers in GTM. Account structure in GTM.
Good practices :
With Analytics Friendly website development, it’s easy to create and manage clear tags and triggers. There is no need to create some unstable tags and triggers. The media tags will also be easy to manage in GTM with clear marketing definition and clear media tags triggers. In Google Analytics, it will also enable web analyst to easy create the propert amount of account, properties and views. It will be easy to manage filters and goals parameters. In addtion, if there is no more excessive use of domains, it will be not necessary to re-create domains filters, channels grouping, linking adwords etc.
Bad practices :
Define clear “domain strategy” is important for all channels. For mobiles applications, it’s the number of apps in Google Play or App Store. For Shops Channel, it may be the number of shops etc. Make efforts to create a cohesive strategy that leverages each unique channel to reach the same goal and try to pull tailored content to suit each channel, while still pursuing a core message.
Let’s take an example of company strategy domain.
If a company have 10 separate domains, all focused on the same vertical or subject matter. Each domain have 1000 pages indexed. The company are splitting SEO strength across those domains. Consequently, this often means more SEO investment, a risk of customer confusion and make your brand and main website less memorable. In addition, the excessive use of domains could be exposing security holes for the company, especially if you use iframe.
Imagine you were able to combine those 10 domains and organize them in logical subdirectories with categorized content.
Then you would have 10,000 pages indexed for one domain. You can start to build more strength in the core domain and simplify your tagging strategy. In addition, this clear domain strategy will lead to a clear media strategy. Integration between Google Analytics, Google Tag Manager, and DoubleClick product will be more organize and better reflect your strategy. DoubleClick Campaign Manager will allow you to analyze view-through and click-through conversions whereas DoubleClick Bid Manager permits to create remarketing lists in Google Analytics for better bidding and targeting.
This example may be exaggerated for large company. Only one domain is, of course, not always the best solution. But, avoid excessive domains per brand, marketing campaigns and aimless purposes.
Before asking web analyst how efficient customers interact with the brands, you have to make sure you have a clear overall strategy and this one is well-understand by your teams. Most company should focus on building strength and equity in their main website domain, then to create unique and high quality content. If you split those efforts across an immoderate number of domains, it’s a huge lost opportunity for SEO and clean analytics structure.
To conclude, Multi-Channel Marketing refers more and more to the use of many different marketing devices. Consumers expect to be able to have interactions with a company in a number of different ways. In turn, Companies have to facilitate and optimize interactions on this marketing platforms and enable web analytics team to measure. Companies have to developed websites, mobiles applications in a comprehensive way and with a friendly analytics way. This win-win challenge will enables marketing to become increasingly more intelligent and informed, targeting same users groups through different combinations of channels.