Can an agency help me with marketing analytics and measurement?

A guide to using a marketing agency to for marketing analytics and measurement – and provide insight for future learnings.

What is really driving results for your business? Are you tracking it? Are you learning about user behaviour on your website? Understanding what the general public think of your brand?

All of this can be covered with quality marketing analytics and measurement.

Any business would like their objectives converted into easy-to-grasp metrics and measurable KPIs, but how is this possible? What marketing results go on to help you achieve your business KPIs? Which marketing stats are simply vanity metrics? Having a measurement plan in place can help you understand what is going on with any marketing campaign.

An agency can help you set and track marketing objectives

It’s super important that your agency set out to understand your main business objectives and KPIs and use these to set the right intermediary goals for your campaigns.

As a wise former client once said to our team here at S3, “you get out of an agency what you put in”. We couldn’t agree more. Let the agency experts into your business. Let them see who’s buying your product, let them understand peaks and troughs in sales and the likely reasons why. Make them sign an NDA to protect yourself, but once that’s in place – go nuts.

It’s this insight that will allow these marketing professionals to advise you honestly, accurately and helpfully.

An agency can monitor and translate your digital marketing data

A key place to start is digitally. Because, the good news is, everything you do digitally has the potential to be measured – with scary levels of insight and accuracy.

A good digital agency will be able to tag up your website so that it monitors the actions of users on your site and builds up a profile of who’s most likely to buy or convert.

At S3 we help clients by looking at this data and turning it into actionable insights. For example, when running Public Health Wales’ stop smoking campaign (which was crowned the best public sector campaign at The Drum’s Digital awards, don’t you know) analysis of digital data helped us show the client why TV budget could be spent more efficiently if it moved to cheaper, daytime slots. A move which drove campaign efficiency and helped us rack up 4,000 quit attempts.

An agency can run brand tracking and brand perception surveys from start to finish for you

A key part of marketing analytics and measurement is using the insight to create new marketing campaign strategy. At S3, our strategy and planning team have expert knowledge of all the different options out there for market research for marketers and businesses looking to assess the performance of a particular campaign, or to inform future business strategy as a whole.

We can survey the general public or a specific demographic of people. We can also hone the data in to certain regions or cities. An agency will work with you to understand what you need to get out of the exercise, then design a robust market research approach to help you find what you need.

This is particularly powerful if you measure consistently over time. If you monitor regularly and see consumers’ impression of your brand go up, it’s likely sales will follow. This insight can help you run your business in a clever way.

An agency can keep your analytics and tags up to date

Google Tag Manager is a great platform to provide analytics and measurement. But changes with your website have the potential to break tags. This means you won’t record intended data we wish to track and measure, which can spoil a data set. For example:

A new thank you page could be added to a checkout system. Current tracking may not already cover that.
A new button may be added to a certain page. This button will need to be tagged up so we can monitor who’s using it.
A new contact form gets added – we’ll need to update tags on your site so you can see where your enquirers came from.

An agency will look after this ongoing housekeeping and ensure a change of tactics doesn’t result in spoiled overall data.

What happens when you hire an agency like S3 for marketing analytics and measurement?

You might think “Do I need an agency for marketing analytics?” Sure, you can do this yourself but by using an agency such as S3 you are dealing with experts in this field.

We are an agency that are experts within Google Analytics and Google Tag Manager. These platforms sit behind your website to help you measure and log the data gathered when people visit your URL.

With the right capabilities and access rights to your website, we can track pretty much anything. This can be from revenue, form submissions, social media icons being clicked, or a sequence of pages being viewed, amongst more. Does your organisation fall under one of those tracking points? Do you have multiple channels that serve different purposes?

We will outline a plan of everything that you would like tracked and suggest further tracking points. We will then determine how we will go about tracking it.

We understand that finding certain data can be like a needle in a haystack. So, we can create dashboards for easy-view live updates on performance. Reports outlining your key data will also be provided with analytical insight.

And don’t worry – we don’t just give you data and pray you understand what to make of all the numbers. We will follow up any reporting with a meeting or a call to help you digest the information provided and make the recommendations of what to do off the back of the insight. If there are any queries, we can answer. If training is required to help you understand further, S3 can provide this too.

Why choose S3 for marketing analytics and measurement?

S3 is home to marketing and advertising strategists and planners with decades of experience measuring campaigns. Plus, our Google Partner status means we operate using the very best practice digitally. (The team at S3 have to regularly take exams to stay certified and stay on top of any new trends to the digital advertising market.)

As S3 is an integrated marketing agency, the team working with you will be able to help you implement any of the recommendations that come out of the data.

For example:

For instance, you may need assistance with new images to support a new campaign. The digital team will then collaborate with the design team to create your ads.
Are you in need of some PR and Social to support your digital campaign SEO? We can easily enough have that conversion and provide further information.
Do you need content written? A new direction with strategy? We have copywriters on hand and strategic and planning teams in place to set the direction.