Reporting and Insights

Reporting and Insights

There is an old saying in marketing; “What is not measured is not managed”

We know that in marketing, things like the brand value are intangible and difficult to measure, especially on the B2B front.

The beauty of measuring the Digital Footprint is that it is extremely quantifiable and possible to report on, justifying your investment in online marketing.

Template for Reporting and Insights into the Digital Footprint.

 

Introduction

Website – Google Analytics

 

Site traffic

Number of visitors to the site in this week including return guests

  • Number;
  • Bounce;
  • Rate;
  • New verses Returning.

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Country of origin

Where do most of our visitors come from?
  • Does it make more sense to look at it more granularity, how location bound is the business?
  • Location vs our catchment area.
  • Bounce rate by country

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Which page do users visit?

What are our visitors looking for, where do they find the value? This is used to drive traffic and therefore behaviour and to quantify the effectiveness of campaigns.

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Top Level Page Visits

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Top Devices

More and more searches across the world these days come from mobile devices especially as employees work remotely. Google rewards good mobile experiences in the search.

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Viewer distribution pattern

  • Times of day
  • Weekdays vs weekends
  • Beginning, middle and end of the month

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Behaviour flow

How the user journeys through the site? This shows where they find most value and what thee audience is looking for. Ideally you would want to have higher engagements on the products and services pages and then an equal spread across the rest.

  • Interaction compared by previous periods
  • Drop off rate during progression through the site

Observations and conclusions

  • What do you see and what do you think that tells us?

 

How are they finding us?

  • Direct: www.your-company.co.za
  • Referrals from which Social Media site to where on the page?

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Search

Is Googles’ indexing pulling through correctly?

Observations and conclusions

What do you see and what do you think that tells us?

 

Speed

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Conversion Rate

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Social Media

Posts and campaigns run across all Social Media

  • Description of themes, campaigns and information you want to get across, where you want to draw attention.
  • Is there a difference between the engagement between Social Media sites on similar posts
  • How many?
  • Frequency?
  • Results
  • Is there a difference between the engagement between Social Media sites on similar posts?

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Social Media Site 1

  • History
  • Number of followers, is the growth organic?
  • Engagement

Observations and conclusions

  • What do you see and what do you think that tells us?

 

Social Media Site 2

  • History
  • Number of followers, is the growth organic?
  • Engagement

Observations and conclusions

  • What do you see and what do you think that tells us?

 

External Links and Publications

  • History
  • Report
  • Return on Investment

Observations and conclusions

  • What do you see and what do you think that tells us?