Digital Tracking Platforms Are Essential For Your Company’s Success
A Data Management Platform (DMP) is typically used in the digital marketing industry to collect, build and distribute target audiences across various online platforms. Data Management Platforms typically hold all relevant data used for targeting including behavioral data, social feedback and more. DMP’s are important digital tracking tools for small and large companies that want to improve their ROI.
Google Analytics is the most utilized digital tracking tool in the U.S. Google Analytics ables digital marketing agencies and the website owners (business owners) to track and monitor specific metrics. These metrics include detailed information and the behavior of each website, landing page or app visitor.
Here is data that is typically provided by “Google’s Digital Tracking Platform”
- Pages visited
- Time spent on the site
- Time spent on any specific pages
- Entry page
- Exit page
- Device and browser used to visit the site
- Geographic area the visit (click) came from
- Unique visits and page views (first time versus reoccurring visits)
- Age and sex of the visitor
- Interests and unique behavior of the visitor
- Time of the day and hour/Real-Time Tracking
What the user searched for:
Keyword phrases – Queries – Top pages and URL data
Examples of digital tracking reporting and the sources include:
- Paid (PPC, Adwords Express)
- Organic search results (SEO) generally this should be between 30%-40% or more of all search results
- Referral (third party such as Yelp, Realself, 411, Houzz)
- Other search engines (Bing, Yahoo)
- Local (Google My Business) Map Search Results
- Direct visits (People that know your business name, your web address, a direct referral)
- Email campaigns and lists ( Newsletter send outs)
- Social sites (Facebook, Instagram, Linkedin, Twitter, Pinterest) & more
Additional actions that can be tracked include:
Digital tracking tools can drill down on almost any data and provide information about phone calls, the device they came from, the length of the phone call, missed phone calls and more. A call integration tool has to be installed for this feature to measure accurately.
Digital tracking platforms can also inform us about online form submissions (contact attempts, appointment requests, quizzes, and surveys).
Online Purchases can also be tracked for e-commerce sites (products purchased, gift certificates, and payments).
Most small companies utilize Google Analytics as the primary DMP because of the extensive reporting capabilities and innovative technology that allows developers to measure results and gain insight into important information for their clients. Google Analytics is absolutely free for up to 10 million visitors per month, per site.
For large e-commerce shopping websites that have extensive tracking needs, Google has many new tools including Google Analytics 360 and paid versions of an even more detailed metrics is available for all sites that reach above 10 million visitors each month.
There are hundreds of effective “Data Management Platforms” that include the ability to measure detailed metrics for all digital data including search, social media, industry-specific referral sites, and business listing data for various online directories. These DMP’s all track targeted consumer behavior and the effectiveness of your digital marketing efforts as it pertains to your business.
Agencies such as ours also use additional Knowledge platforms for even more accurate metrics by integrating additional tools to drill down even further. Agency Analytics can measure specific campaigns and SEO as well as Keyword phrases and the ranking of specific keywords. We can also track our client’s offline campaigns such as a billboard or magazine ads.
DMP’s versus DKM’s
This may be confusing to most, but for our agency, it is simply day-to-data that ables us to help you increase your bottom line. Data Management Platforms allow us to measure metrics for targeted audiences with details as it pertains to your website and your users’ demographics, behaviors and actions.
Digital Knowledge Management (DKM’s) portals such as YEXT gather information about your business listing such as how your business name and information appears as it relates to online directories and social media.
It allows us to manage our client’s business and ables us to connect your business listing to hundreds of online directories and social media listings all from one platform.
The purpose of Digital Knowledge Management systems is to allow businesses to control their brand on a national or local level. Our digital agency can correct, update and manage your business listing information, post on social media, list your services and notify the public of your business hours, closings, phone numbers, and even your website information. This is accomplished by signing into one portal.
Creating continuity in the digital world is what is needed to brand your business. Most platforms are very affordable and we can usually negotiate a discounted rate with any vendor without taking a cut. Our agency simply charges you to manage the process. We have the experience needed and love working with digital tracking and management tools.
Digital Tracking – Online Reputation Management
It is it not a secret that bad reviews can be devastating to any small local business as well as large national companies. The best way to manage your reviews is to develop an internal system for your company. One of the effective ways to manage your client reviews is to send out personalized emails and text messages to select clients that are satisfied with your services.
You can also get good feedback and screen who you want to solicit by implementing a simple online or printed survey at your business location. The survey should be very brief and simple. Ask your clients to rate you on a scale from 1 to 5 in a few areas of your business. Encourage your clients to complete the survey right away. You can also email a survey but your client’s commitment to submitting the survey is going to drop significantly in comparison to doing it at the point of contact.
After getting a positive rating of 5 on your brief internal survey you should immediately send a text and/or email with a short thank you message and ask this client to write a 5 Star review about their experience on your preferred review portal.
You should always send this message with a link that leads to the review site you would like to grow first. This also gives you an opportunity to prevent potential slanderous reviews because the clients that gave you a low rating in the internal survey can now be contacted and the issue can be remedied most of the time.
This internal process limits slanderous future reviews because you are given the opportunity to fix potential customer dissatisfaction at the point of sale or immediately after. Developing an internal system encourages more positive recommendations online which in turn will create new client opportunities.
Google My Business reviews have become essential for small local businesses in the U.S (excluding the travel industry) Google reviews are read daily by millions of consumers looking to do business with a specific industry at a nearby location.
Here are the “Top Sites” to consider when it comes to growing your online reviews for 2018-2019
Google My Business ranked #1 and is recommended for any business with monthly traffic of over 175 million which is 26.9% of all U.S Traffic.
Facebook ranked #2 and is recommended for any business with monthly traffic of over 115 million
Yahoo ranked #3 and is recommended for any business with monthly traffic of 98 million
Twitter ranked #4 and is recommended for any business with monthly traffic of almost 75 million
LinkedIn ranked #5 and is recommended for any business with monthly traffic of almost 58 million
Additional Sites to consider to gather reviews for your business:
Amazon ranked #4 recommended for e-commerce related businesses with monthly traffic of 85.44 million
Yelp ranked #52 recommended for any business with monthly traffic of 40.47 million
Trip Advisor ranked #82 recommended for food, restaurant, and travel with monthly traffic of 28.27 million
Yellowpages ranked #40 recommended for any business with monthly traffic of 10.5 million
WHY YEXT IS SO IMPORTANT
Yext’s Digital Knowledge Platform notifies business owners and their digital agencies of any new review across online directories, plus (Google My Business reviews) and social media reviews from Facebook. You can even use Yext’s portal to respond to those reviews from directly from one platform rather than logging into each one of those online directories separately. Yext also provides a simple overview of the effectiveness of certain listings and provides some tracking and calling data from various online directory listings, map-search results and social media portals. Don’t forget to check it out and if you are interested in incorporating this platform for your business, allow us to set it up and manage it for you.