Digital marketing news: 21/04

FB-Analytics-960-x-960.jpg

Gordon Carslaw. Joannie McLellan.

Two bits of news jumped out at the team this week: Gordon's picked up on a new update to Google Analytics to make gaining useful insights easy, while Joannie's sought out 15 helpful Content Marketing KPI considerations. Enjoy!

New Google Analytics ‘Home’ to be Rolled Out

Google this week announced that they are improving Google Analytics, “woohoo”, to make it easier for users to gain the insights they need. This comes off the back of updates last year when Google released a fully redesigned mobile app to allow us for better insights on the go, which now has over a million downloads, and also introduced automated insights in the mobile app too. More recent than those updates, Google also simplified the web user interface (navigation, customisation and view switching).

This week though, improvements were all about helping us to make better data driven decisions based on a deeper understanding of our users. This will be done by the introduction of a new ‘Home’, landing page, when you log into Google Analytics.

This page now offers an overview on the key aspects of your website and your presence online. The new home allows you to:

  • See Snippets from Google Analytics reports such as: Real Time Data, Traffic Sources, User Location and Device used to visit your site with simple and streamlined controls
  • View helpful questions for each snippet such as ‘When do your users visit?” or “Where do your users come from?”
  • Dig Deeper, hover over any of the data points and be able to get the details of each report with link provided
  • Use various widgets and filters like ‘last 7 days’ and ‘last 30 days’ to make things more efficient

The good thing about the new ‘Home’ too is that it’s configured based on your setup, therefore, if you are tracking goals or eCommerce conversions, your page will change accordingly.

Don’t worry if you’re wondering where the ‘Audience Overview’ is going, the current default landing page, as this will still be available. All you will have to do is open the ‘Audience’ section in the side navigation and click on ‘Overview’.

In addition to the new ‘Home’ on Google Analytics, there will also be a new ‘Discover’ section which will offer products and experiences that you might find useful as you work with your Google Analytics account. This will appear down in the lower left of the menu above the ‘Admin’ tab.

So when can we expect to see this update? Google says this is due to be rolled out ‘over the next few weeks’ and I’m looking forward to seeing it. To see how the new page will look and for more information on it you can view it here on Google’s Blog. As always let us know your thoughts on this new update and until next week folks, have a great weekend.

Gordon Carslaw, Senior Digital Marketing Executive  

 

How to measure the value and success of Content Marketing

With more and more emphasis being placed on the importance of creating quality content for effective SEO - how can you tell if your efforts are being rewarded and making a difference to business goals and marketing ambitions?

Establishing clear KPIs and performance metrics is crucial from the very start of any strategy in order to measure the effectiveness of content marketing.

This week, Search Engine Journal have pulled together 15 important considerations for marketers when mapping and measuring the success of content marketing. These are helpful hints and tips designed to encourage us to think about content marketing and SEO in a strategic way from the outset, advising on techniques to ensure prioritisation of the right factors and performance metrics for organisations. 

Considerations include mapping the desired impact of content marketing to overall business objectives; how to connect online and offline efforts; and advice around measuring content marketing within Google Analytics as 'events'. Some of these are common sense and bread and butter for a lot of us, but there are certainly a few helpful tips and nuggets of information to take away.

I'd suggest taking a look at the list, and revisiting it periodically, to ensure you are getting the most out of your content marketing program efforts.

For the full list of these useful tips, check out Search Engine Journal's article.

Joan McLellan, Search Marketing Executive

 

So there you have it, the latest news from across the digital and marketing world that have caught the eyes of our marketing specialists. If you have any comments or questions, feel free to tweet us or hit us up on Facebook!