28 May 2020
If events or sponsorships were part of your marketing strategy at the beginning of the year, chances are your plans are changing rapidly. The industries we work in at St. Gregory involve a number of event and seasonal sponsorships. Due to circumstances neither our clients nor their partners could have controlled, not all of those plans will be working out this year. If you’re experience is similar, you’re likely working out adjustments and revisions already. There will be pain. Whether that pain is going to last depends to a great degree on how you approached the sponsorship from the beginning and what you and the partner expect from the relationship. Are you just casually dating the other brand or looking for a serious commitment? A common offer from sponsorship partners is to roll over your investment to the following year. That may come with some added value thrown in or an option on the Platinum Level package at the Gold rate. Or whatever. So, should you bite? Extending sponsorship agreements to make up for cancelled events or a shortened sports season is one option, but it only makes sense if the sponsorship still fits with next year’s strategy. And that’s the key. Sponsorships are most effective when there is real alignment between the two brands in the partnership. In the best partnerships, fans or participants are attracted by some attribute that your brand shares, whether that’s adventure, competition, compassion or a love of kittens. When that alignment is there, your sponsorship partner can deliver value far greater than attendance figures and camera time. Those are relationships that increase in value over time, meaning that despite the pain you’re experiencing now, the longer-term investment just may be worth it.
21 May 2020
Multiple digital campaigns running on different platforms can make measuring results more complicated than we’d like. The challenge is particularly acute when comparing your own Google Analytics to reporting from a third-party partner. In a previous article, I discussed how one of the main causes of discrepancies is conflating Google Analytics users with third-party clicks. While that’s a common issue, there are several other reasons outside data that may differ from your own metrics—and sometimes wildly. Google Analytics Is Not Firing In order for Google Analytics to count a user, the Google Analytics tag must fire, which happens as the web page loads. This means if a visitor clicks your ad and then quickly hits the back button your vendor will most likely report a click while Google Analytics will show nothing. In addition, if the visitor prevents the page from fully loading by quickly moving to another page or by pressing the browser’s “stop” button, Google Analytics may not fire. Your vendor would report a click because the person did click your ad but Google Analytics would show nothing because it never fired. Google Analytics Is Not Set Up Properly If Google Analytics is not set up properly, it may not accurately count users or document where they came from. This could be something as simple as Google Analytics not being installed on your landing page or something more complicated, like a cross-domain tracking issue. Traffic Is Being Sent to The Wrong Page This sounds silly, but if you’re seeing large discrepancies, always ask the vendor to verify the URL they were sending traffic to. We’ve seen cases where clients have accidentally provided invalid URLs or URLs to a different website and therefore traffic was going to an unintended location. Not every tactic we roll out as marketers is going to work perfectly the first time. To get the best value from your marketing investment, you have to make choices. And to make the right choices, you need data you can trust. And confidence that it’s being presented accurately. This post is part of a series on digital marketing analytics. To read the others, follow this link.
14 May 2020
Help; the clicks my vendor is showing don’t match what I’m seeing in Google Analytics! Unfortunately, this is a very common problem. In fact, we’d say it’s the norm! Usually, the number of clicks a vendor is reporting is significantly higher than what you’re seeing in Google Analytics, which can be quite distressing. However, there are a myriad of potential causes behind this discrepancy, and while more than one factor may be at play, let’s take a look at one of the most common issues. Clicks Are Not the Same as Users If you’re running display or pre-roll video ads, the vendor is probably delivering those ads over an ad server or ad exchange. The vendor is most likely tracking clicks, which are calculated based on server logs. On the other hand, Google is tracking “users.” A user is not necessarily the same thing as a click. A user is a unique person that has come to your website. To put it more accurately, it is a unique device and/or browser. Let’s dig a little deeper. Scenario 1: Let’s say John is surfing the web using his iPhone and a Safari browser. He clicks your display ad three times. Your vendor would count this as three clicks, but Google Analytics would only count this as one user. That’s because the first time John clicked your ad and Google Analytics fired, he was “cookied.” A code snippet was appended to him so that Google could recognize him. Now, any time John visits your website on his iPhone in Safari, he’ll just be counted as one user unless he clears his cache or the cookie expires. Scenario 2: Let’s say John is surfing the web using his iPhone and a Safari browser. He clicks your ad two times. Later that night, John is on his laptop in a Chrome browser and clicks your ad once. Your vendor would count this as three clicks, but Google Analytics would count this as two users. Once on the iPhone in Safari (even though he clicked the ad twice) and once on the laptop in Chrome. Unless John changes his device and/or browser or clears his cache he’ll continue to be counted as one user in Google Analytics … but your vendor will count a new click each time he clicks on your ad. Conflating clicks with users is the quintessential apples/oranges issue in third-party reporting. But, it’s far from the only possible cause of reporting discrepancies. In an upcoming post, I’ll discuss some other common causes and how to use your web data for the best results possible. If there’s a particular issue your brand is wrestling with, give us a call or join the conversation on LinkedIn or Facebook. This post is part of a series on digital marketing analytics. To read the others, follow this link.
07 May 2020
Author: Steve Bleh
In every category, there’s a baseline level of competence that customers expect. But long-term brand success depends on the consumer preferring not just your product, but the experience of doing business with you. If the food is perfect, but the atmosphere is unattractive, diners won’t come back. If your service is efficient but your technicians are sloppy, nobody wants them back in their home. If your product is a great value but the cashier is rude, shoppers will take their business somewhere else. Exceeding those expectations is what fosters long-term customer loyalty. And that’s harder than ever in a socially distanced world. It’s not like front-line employees aren’t already going above and beyond the call. But even a slight added value in the customer experience can make a difference. You may have noticed this in action already. Some restaurants not traditionally in the carryout business have been forced to earn their chops in a hurry and it’s clear who gets it. It’s impossible to replicate a fine dining experience in a drive-thru window, no matter how well prepared and packaged the food is. But by making the experience of picking up the order more pleasant, or adding a small surprise to the unpacking at home, brands are giving their customers another reason to come back. And, ideally, even a positive story to share. In-home service providers naturally are taking extra precautions to protect their providers and the families they serve. Some of these changes are obvious, but not all. By making the extra time and effort apparent—sharing a checklist or sending a pre-call email, for example—brands can gain the lasting trust of homeowners that builds repeat business and referrals. One of the greatest business casualties of COVID-19 social distancing may be the one asset that’s hardest to replace. Even for businesses who continue to operate during stay-at-home orders, the customer experience has been changed dramatically. This is a tremendous opportunity for brands to invest in experience, while brands that miss the opportunity could be nudged toward commoditization. Or worse. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.