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Multi Channel Analytics, And Why It’s Unstoppably Interesting

Multi Channel Analytics

Multi Channel Analytics handles taking various streams of data from completely different sources and matching them collectively. The actual concept is always to assess these data sets alongside each other hoping of creating valuable results which will help business leaders make immediate and better informed business decisions.

 

multi channel analytics

In today’s corporate environment businesses and corporations and consumers are interconnected through multiple mediums of communication. Regardless if it’s Mobile, Blogging, Social Media, or die-hard Email Marketing, each medium can be a potentially vital source of data. Simply by analyzing these multiple channels, businesses and organisations are able to better understand all their customers.

Becoming familiar with Multi Channel Analytics

Web based analytics shows companies how online customers behave on a website in response to digital marketing but it does not give you information on how online marketing affects purchasing behaviour across different channels. Multi channel analytics is certainly a process where every one of the marketing channels are analyzed in order to develop a far more complete view of visitor behavior VS visitor medium, source, campaign name and even ad content.

multi channel analytics

Multi Channel Campaign Management Services

There are various services that businesses may use that might greatly help integrate multiple data streams so that they can be analyzed. Whysr is every marketer’s favourite tool because it offers Multi Channel analytics and tracks marketing campaigns effortlessly. This a web-based software offering a Front End UTM Tracking app and a Back End UTM Tracking app that closes the gap between publishing multi channel tracking links on the fly on a day to day basis and setting up tracking links for multiple channels at once during e.g. a campaign execution phase. The software helps manage the retrieved multi channel data in real-time to help discover profitable business and analyze multiple channels at once.
With consumers becoming more and more active with Mobile, Social and Web 2.0 environments, it’s not uncommon to feel seriously overwhelmed by data. Businesses can keep their focus with an actionable Multi Channel Campaign Tracking solution like Whysr, that has unique analytics dashboards and shows you’re potential customer’s activity across every digital channel. Whysr offers expert multi channel management services that can help you understand your analytics results and convert them into a measurement strategy that’s tailored you. This really is more than analytics. It is a viable universal solution that will help you understand customer behaviours so you can engage in effective experiences with all your customers.

Multi Channel Analytics Is A Must Have

multi channel analytics

With the global world becoming more and more linked every day, it is highly important for business both large and small to implement a Multi Channel analytics strategy.

Businesses that do so will make better, quicker decisions giving them an advantage over the competition and increased revenue.

Conversely, failure to do so will generate disconnect with clients and disappearance from the market.

 

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Whysr – Viable Multi Channel Tracking in Google Analytics

Multi Channel Tracking, Whysr makes it viable in Google Analytics

Having a good, well-designed, fully-optimised website is not enough to drive a commercial enterprise today. True, targeted multi channel campaigns contribute greatly to the visibility of a website, and boosting traffic to gain a good visitor flow. However, this is not going to help you with an in-depth analysis of how sales is being driven and what the projected figures look like.
multi channel sales funnel example

For years, Google has dominated the market with their flagship UTM, Google Analytics. Google’s UTM (Urchin Tracking Module) provides a suite of functions which provide a series of UTM codes which help in applying a suitable impetus to a multi channel marketing campaign. With the passage of time however, the basic functionality of Google Analytics has become somewhat undermined, due to the diversification of requirements in marketing practices.

Why use Whysr for Multi Channel Tracking?

Whysr was conceived with the basic intention to fill the vacuum in areas where Google Analytics could not deliver: Multi Channel Campaign Tracking. Whysr realises that there are far more complex campaign tracking requirements in the world of digital marketing which continues to grow exponentially. So, what is so unique about Whysr? The answer is quite simple – Whysr simply provides the standardised to learn how a targeted audience lands on a website. By following a multi channel UTM campaign tracking policy, using standardised software, while maintaining integrity in the company’s analytics systems.

multi channel

Who can benefit from Whysr?

Any company which has a need to integrate all its marketing channels into one compact multi channel tracking tool can benefit from Whysr. For example, all the marketing channels such as social, email, and paid ads, can be brought into a single campaign and offline QR codes can also be offered.

De-centralised working environments benefit significantly from the standardised software and feasible analytics integrity.

If a company outsources its marketing processes like email or advertising to third parties, the Whysr App can be used to accurately drive multi-channel campaigns.

Whysr is especially useful to a company that has geographically separated regions or units that need to function independently.

What Whysr has to Offer

  • With Whysr, you get a better grip on your multi channel marketing campaigns, and you are able to create multi channel campaigns for your product or service.
  • There is no need to create multiple campaigns for advertising, social media and email marketing.
  • The Whysr App is user-friendly and simple to install and start using instantly.
  • The need for manual UTM tracking is completely eliminated.
  • Whysr addresses a company’s varied UTM content specifications, through its Visual Content Variations creator, to suit the flexibility of different creative content.
  • There is universal coverage, which means that however insignificant or obscure, each ad, newsletter or post of any type will be fully tractable.
  • You can create Whysr links instantly and insert them onto the browser
  • Whysr is fully integrated with Mailchimp, social media and advertising networks
  • Whysr links get created directly inside the Mailchimp editor or in a social media post.
  • Whysr has multi channel campaign tracking features, which mean that given the campaign URLs, no matter from which tool or platform, they become uniquely trackable Google Analytics UTM links, which can then be published on your preferred marketing channels.
multi channel soccer example

Multi Channel Campaign Tracking is much like tracking the passes and assists leading to a soccer goal.

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Google Analytics Referral reports, and why they’re not reliable

Why can’t Google Analytics Referral reports be trusted?

The Issue of Google Analytics Referral Reports

You may wonder about the relevance of Google Analytics Referral reports. These are referred links from other websites and are by no means reliable.

Although referral reports were created by Google with a view for Website owners to get a clearer picture of what customers look for on a website and their activity thereof.google analytics referral is unreliable

However, the major drawback of Google Analytics Referral is that there is a considerable overlapping of traffic source types, which is bound to add to the chaos of existing traffic, rather than identifying a set pattern.

So the bottom line is that Google Analytics Referral reports are not to be relied on.

An wise alternative to Google Analytics Referral reports

If you are to run an efficient marketing campaign it’s wise to incorporate an effective UTM URL builder app in your campaign strategy. The Autotagging Google URL Builder is an easy but professional alternative to Google Analytics Referral reports.

It doesn’t matter if you don’t have technical knowledge. UTMs are for everyone. If you’re using UTM tracking links consistently, you’ll have an unmistakably solid view of the traffic sources driving your various marketing campaigns.

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Update 3: What makes a marketers life easier? Autotagging Google UTM Builder

Whysr update 1.3!

Whysr-1.3-Screenshot-New-Menu-Brands-MarketingChannels

We renamed Whysr Referrals to Brands and more cool stuff.

Our new version includes functional improvements and important name changes.
Whysr ‘Referrals’ have been renamed to Whysr ‘Brands’
Whysr ‘Referralchannels’ have been renamed to Whysr ‘Marketing Channels’
A Whysr Brand is a person, product or company that owns a set of Marketing Channels. These name changes have a more popular appeal and are less techie. This allows a basic workflow to generate Whysr Links (Google Analytics UTM links):

1. Configure a Brand and it’s Marketing Channels.
2. Create a new Campaign -> Select the Brand relevant to the Campaign and your Whysr Links are generated for you.

The update of the Whysr App (app.why.sr) has been scheduled for Friday around 23:00 CEST. The Whysr App will be offline for a few minutes during this update. Existing Whysr Links are not affected by the update, they remain functional without disruption.

Further improvements include a Campaign Import function and numerous small improvements.
We’ll be publishing more detailed release notes to our blog soon.

For any questions, we invite you to drop us a line at info@why.sr.

Google Analytics UTM and Omni Channel Marketing

Why and when should you use Google Analytics UTM links?

You’ll definitely want to use Google Analytics UTM links if you are a marketeer, a webshop owner or if your business relies on lead generation. They enable you to properly track visitors, conversions and transactions. What could be more important when you are promoting a product or service, online or offline? Your target audience will use any selection of marketing channels and this means you’ll have to adapt to the omni channel world. That just about sums it up and there’s no way around it if you want to stay ahead of your competition.

The problem: Bad referrer data (where a visitor actually came from)

Google Analytics is a great tool to analyse your website visitors, their behaviour, and optimize your website accordingly. You can even use Analytics to see where your visitors come from. One of the most popular reports to check where your visitors come from is the Multi-Channel Funnel (MCF) Channel Report:

MCF-Channel-Report-example

Figure 1: The Google Analytics MCF Channel Report

Figure 1 is a screenshot of Google Analytics and show you what channels drive the most visitors, but more importantly the most Conversions and Transactions. When a person visits your website, Google Analytics looks at the visitor’s ‘HTTP Referrer’ information to check where he or she originated from. However in many cases this is far from reliable. The HTTP referrer information is often incorrect for traffic generated in:

How is Google Analytics UTM a solution for this problem?

Google Analytics provides 5 UTM tags which you can use to make links which provide information about the origin of a visitor:

  • utm_campaign (required): You can group visitors in a marketing campaign. Next to the channel attribution, you can also measure the impact of your multi channel campaigns.
  • utm_source (required): You can group visitors on the source, which is often the URL of the website driving your visits.
  • utm_medium (required): Your can group visitor on the medium which was responsible for the visit (for example: social) and analyse which medium drives the most visits, conversions and transactions.
  • utm_content: You can divide e.g. a page or newsletter content into multiple pieces of trackable content to see which link or banner is responsible for the visit.
  • utm_term: If the visitor has found your link after searching for a certain search term, you can segment your visitors on this data as well and see which search term is the most valuable for your conversions.

Unlike when you use Google Adwords, all the above UTM data does not automatically get sent to Google Analytics for you. Since Adwords and Analytics are both from Google, it’s pretty obvious that they are integrated that way. However, all your other channels need Google Analytics UTM links as well.

The challenge: How can we make selecting the right UTM Tags easier and faster?

  1. When creating a Google Analytics UTM link, it’s important that you use the correct Google Analytics UTM tags in a link. Google provides a nice UTM link generator, but how to know which UTM tags to fill in?
  2. It’s very time consuming to create links for all your marketing channels. You will have to create links for all your landing pages, channels and campaigns.
  3. It’s very sensitive to errors. If you make a mistake in the campaign name, source or medium, the visits will not be analysed appropriately.
  4. Google Analtyics UTM links are very long URL’s and Google’s tool doesn’t provide you a way to use a branded short domain.

How does Whysr help you creating your Google Analytics UTM links?

Whysr has an unique approach to make generating Google Analytics UTM links a breeze.

Say Hello! to Whysr Brands and Campaigns. A language everyone can understand. No UTM knowledge required!

Create Whysr Brand

Figure 2: Creating a new Whysr Brand

Figure 2 shows that you start by creating Whysr Brands and their Marketing Channels. We predefined many types of Marketing Channels for you but you can create your own Marketing Channel Type as well. No more thinking about utm_medium.

Create-Campaign-Demo

Figure 3: Create a Whysr Campaign

Figure 3 shows how to create a new campaign. Paste your landing page link, name the campaign and select your Brands. Paid Channels (like Facebook Ads) are globally defined and are already available for you to select.

View-Specific-Campaign-overview

Figure 4a: Campaign overview displays Omni Channel statistics.

View-Specific-Campaign-Whysr-Links

Figure 4b: Campaign details shows you the Google Analytics UTM links we have automatically generated for you.

Figure 4 shows you the campaign details. Whysr links with proper Google Analytics UTM tags have been generated for each Whysr Brand or Paid Channel you have selected. You have the option to add your own branded short (or long!) domain as well.

Figure 5 shows how you can use any kind of short or long domain to post your Whysr link on any of your Brand’s Marketing Channels. No knowledge of Google Analytics UTM is required because the relevant tags, Utm_campaign, utm_medium and utm_source are set according to your Whysr Brand and Campaign. And did we mention we have an awesome Chrome Extension as well? Directly generate UTM links while campaigning.

Your competition is smart. Get Whysr.