Marketing Analytics & CRO



Marketing Analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. In other words, it tells you how your marketing programs are really performing.


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It is important to state the difference between web analytics and marketing analytics. Web analytics measure things a webmaster cares about, like page load times, page views per visit, and time on site. Marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which events (both on and off your website) influence whether leads become customers. Marketing analytics includes data not only from your website, but also from other sources like email, social media, and even offline events. Marketing analytics are also usually people-centric, featuring the prospect, lead, or customer as the unit of focus, whereas web analytics usually regard the page view as the unit of focus in its reports. Marketing analytics gathers data from across all marketing channels and consolidates it into a common marketing view. From this common view, you can extract analytical results that can provide invaluable assistance in driving your marketing efforts forward. As businesses have expanded into new marketing categories, new technologies have been adopted to support them. Because each new technology was typically deployed in isolation, the result for many businesses is a disparate collection of disconnected data environments. Consequently, marketers often make decisions based on data from individual channels (website metrics, for example), not taking into account the entire marketing picture. Social media data alone is not enough. Web analytics data alone is not enough. And tools that look at just a snapshot in time for a single channel are woefully inadequate. Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is essential for sound decision making and effective, efficient program execution. Marketing analytics can lead to better lead nurturing and management, which leads to more revenue and greater profitability. By more effectively managing leads and being able to tie those leads to sales – which is known as closed-loop marketing analytics – you can see which specific marketing initiatives are contributing to your bottom line. Marketing Analytics activities typically comprise both analytics and data engineering.








Analytics & Data Engineering Activities

The coordinating and creating of effective strategies to collect data
The analysis of information
Research
Implementation of analytics solutions
Visualisation & Reporting
Optimisation & Attribution
Predictive Modelling
Data mining and wharehousing
Data integration
Data cleansing and management
Data Quality Analysis



Conversion optimisation

  • Measure of customer acquisition

  •  

    Designing and effectively managing E Mail marketing campaigns and the related CRM technology has become more complex in recent times and is a service that is generally performed poorly in house by businesses , consequently increasingly being outsourced to specialist providers.Some of the providers listed provide these services as their core specialist marketing service, however many agencies provide this as a key capability within their digital marketing full service offerings.

    Conversion Optimisation

    In simple terms, conversion rate optimisation (CRO) or conversion optimisation is the process of finding out why your website visitors are not taking the desired action(s) and fixing those reasons, or issues, to achieve a higher conversion rate.

    Online conversion rate optimisation was born out of the need of e-commerce marketers to improve their website's performance.

    As competition grows on the web, website analysis tools and an awareness of website usability has prompted internet marketers to produce measurables for their tactics and improve their website's user experience.Today many tools enabled internet marketers to experiment with website design and content variations to determine which layouts, copy text, offers, and images perform best.



    Today optimisation and conversion are key aspects of many digital marketing campaigns and now generally considered to be crucial to a business’s overall digital marketing strategy.Conversion rate optimisation shares many principles with direct response – a marketing approach that emphasises tracking, testing, and on-going improvement. Conversion rate optimisation, practice A/B split-testing, response tracking, and audience testing to optimise mail, radio, and print campaigns.

    Conversion rate optimisation seeks to increase the percentage of website visitors that take a specific action (often submitting a web form, making a purchase, signing up for a trial, etc.) by methodically testing alternate versions of a page or process. In doing so, businesses are able to generate more leads or sales without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability. A conversion rate is defined as the percentage of visitors who complete a goal, as set by the site owner. Some test methods, such as split testing or A/B testing, enable one to monitor which headlines, copy, images, social proof elements, and content help convert visitors into customers.

    Before you start your optimisation program, have an analytics engine in place. Analytics is what tells you why visitors aren’t converting. Having analytics integrated with your testing engine is important for post-test analysis and learning. Know your conversion funnel flow.

    CRO Activities

    • Data collection and processing - research tracking metrics and identifying what parts of the conversion funnel need fixing
    • Forming hypothesis based on observation and deduction
    • Planning & prioritising - setting business goals such as maximisation of conversions, revenues, profits etc
    • Building and deploying mathematical models
    • Testing, learning and analysis.

    • Each of the specialists listed promote a high degree of competency in CRO and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.



      Most of the providers listed in this category are independently owned specialist analytics and data engineering businesses.


      Each of the specialists listed promote a high degree of competency in marketing analytics and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.


    Before you proceed to search?


     

    At Marketing Search we recommend you always take the time to think critically about what you plan to do up-front and be very clear about your goals and outcomes before approaching any provider.

    By doing this you will avoid many of those unexpected and un-welcomed bumps and obstacles that arise down the track which inevitably cause cost blow outs and time delays in bringing your project to market.



    That said please take a moment to firstly reflect on our Checklist No 1 : Search & Selection of Marketing Service Providers.

    Having done some basic research you should now be well positioned to start your search for that ideal partner with and have a better sense of the competencies and attributes required to meet your brief.

    We recommend a short listing up to 3 providers be undertaken in your initial search with the aim to further qualify them down to 2. Ask those 2 to then to submit their pitch and proposal in person for your final decision on selection.

    Good luck.


    FILTER YOUR SEARCH FOR SPECIALISTS BY STATE LOCATION
    TIME STRAPPED AND/OR NOT QUITE SURE WHICH PARTNERS TO SHORTLIST?

    1) Location
    2) Search...
    • Victoria, Australia
      Advertising Specialists, Branding Specialists, Marketing Analytics & CRO, Social Media Marketing Specialists
      Spinach

      Melbourne
      Advertising Agency

      We’re a full service, thoroughly integrated agency with a unique agency structure and a simplified, proven process.

      We champion a new approach called Consentric Thinking™.

      We combine media, data, analytics, technology and creativity to drive business change and help our clients grow stronger.

      We operate with one P&L to remain truly agnostic and avoid pre-determined thinking.

      We’re a team of passionate problem solvers who believe in the power of creativity to transform organisations.

      • Min Project Size
        tba
      • Employees
        25-50
      • Video
    • New South Wales, Australia
      Branding Specialists, Marketing Analytics & CRO
      Naked Communications

      Sydney
      Creative Marketing & Branding Agency

      Naked is a creative business that has been built to better help clients navigate the modern communications landscape. To better understand people, to better understand the full picture of how communications work, and to join the dots to make sense of how to most effectively unlock growth.

      • Min Project Size
        tba
      • Employees
        100+
      • Video
    • New South Wales, Australia
      Marketing Analytics & CRO, Search Marketing SEO
      Indago Digital

      Sydney
      SEO, SEM, Web Design and Analytics Specialists

      Indago Digital are Bing certified and a Google Premier Partner. We are the industries search experts providing SEO and SEM training to IAB and ADMA.
      We are a digital marketing agency that specializes in running acquisition campaigns through the channels that drive low cost conversions. SEO and SEM are at the heart of what we do but we’re also experts in Display, Mobile and Social Media.

      • Min Project Size
        tba
      • Employees
        25-50
      • Video
    • New South Wales, Australia
      E-Mail Marketing, Marketing Analytics & CRO
      In Marketing We Trust

      Sydney
      Online Marketing Optimisation Agency

      We are the online marketing optimisation agency of choice for travel brands. We focus on return, not vanity metrics.
      We’ve worked with many highly successful travel clients like Expedia, Club Med, Columbus Direct and eBay.

      Our team deliver growth marketing through
      * Increased traffic generation (Adwords, Social Ads, SEO, Content marketing)
      * Increased site performance using conversion rate optimisation
      * A more targeted approach using data science and analytics to generate insights and boost profit.

      • Min Project Size
        tba
      • Employees
        25-50
      • Video
    • New South Wales, Australia
      Marketing Analytics & CRO
      Contexti

      Sydney
      Big Data analytics, Data Science and Strategies

      It’s all about people, impact, growth and the journey.
      While we work at the cutting edge of technology and innovation, we are grounded by the fact that it’s all about people.
      At Contexti we bring together a diverse group of people, who are passionate about solving problems, who love to help and serve their colleagues and customers and who are constantly seeking personal and professional growth.

      • Min Project Size
        tba
      • Employees
        10-25
    • New South Wales, Australia
      Marketing Analytics & CRO
      Altis Consulting

      Sydney
      Data and Analytics Consultancy

      We are a Data and Analytics consultancy built on the philosophy that our people make our business and our clients’ businesses successful.
      Combining industry expertise, technical skill, communication and listening, our team delivers results that will maximise your business performance.

      • Min Project Size
        tba
      • Employees
        50-100
    • New South Wales, Australia
      Marketing Analytics & CRO
      BCS Technology International

      Sydney
      IT Professional Services

      BCS Technology is an award-winning global IT Professional Services company focused on delivering high-quality and cost-effective solutions that meet the increasing technology demands of companies across the globe in various industries such as aviation, banking, health, education and media.

      • Min Project Size
        tba
      • Employees
        100+
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