1. Set up your marketing tech & analytics

A framework for honing your marketing efforts.

We get it. You want to measure, understand and convert more customers, but digital is a minefield of wasted spend and black boxes. Data Story guides’s organisations to digital success through better data and research. Every customer must first discover your business, consider whether you’re the right fit & convert.

Strategy 101- Optimise your website.

It’s inefficient to invest in driving traffic to a website that is not being optimised.
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Diagnose the problem.

Understanding why people are not converting goes beyond great design or conversion tactics. This is why you must diagnose why customers don’t buy, and counter object. Data Story helps you:

• Explain what you sell.
• Demonstrate the benefits.
• Address barriers and concerns
• Justify the price.
• Build trust.
• Provide reasons to act promptly.

A customer journey mapping helps us complete this diagnosis. We audit your organisation's current system. During this process we find where the gaps of missing data are. We’re experts in all things data so, we quickly configure your Google Analytics and Tag Manager to track key events and data points.

Once we've collected the necessary data, we look at the consumers path to purchase and benchmark performance along this journey. By doing this, we can identify the biggest opportunities for improvement and diagnose where customers may be falling off the journey. In other words, we want to understand where and why customers aren’t converting. 
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There is a range of methods that can be used to diagnose this:

• An Interview or a workshop with your salespeople or support staff to learn the barriers and motivations of your offering
• Become a customer
• Study your business and your industry
• Record website sessions, run heat maps and track scroll depth to understand site engagement
• Use Google Analytics to understand behavioural patterns and areas to optimise
• Set up or get into your live chat to discover objections and test counter objections
• Run surveys/ polls to understand your customer's drivers and distractions
• Implement customer feedback channels, including actionable NPS
• Analyse site search usage
• Analyse web mentions
• Analyse your competition and their market positioning

Once we have measurable benchmarks and identified the barriers, we can move on to steps two and three and come up with ways to improve the biggest opportunities.

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Best practice set up of your marketing stack.

We automate your reporting with a real-time dashboard, combining data from your major marketing channels:

• See ad performance next to your website performance for full context analysis
• ROAS per channel
• Quickly identify areas for improvement
• Save 100’s of hours in reporting and analysis

We update your tracking and data-collection by:

• Auditing your current analytics
• Designing and configuring tracking that provides all the insight you need to optimise
• Configuring conversion tracking, e-commerce tracking, customer segmentation and all the good analytics stuff
• Configuring your advertising pixels and automation platforms for advanced marketing and remarketing

Many clients find this measurement work on its own to be highly valuable, giving marketing teams the data they need to operate effectively.