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Tracking & Data Pipelines
Privacy-compliant usage trackings, analytics & related pipelines
Budgets invested into digital marketing have been steadily increasing over the past years. It is a huge and consequently very competitive market.
These huge budgets of course attract many businesses into that market, each of them claiming that they're the best out there. Our opinion is that such a business must have a solid, technical background. Because you can only properly measure the performance of digital marketing strategies if you know how you can properly track users, always while respecting their privacy.
Imagine a digital marketing company that launches a new campaign which aims to turn an unknown user into a paying customer, throughout multiple steps.
To do so, they pay a monthly fee to display an advertisement ABC for some specific web search results.
Then consider a visitor V that is at this point unknown to your business. V does not know anything about your business, but discovers it by typing a specific keyword in Google which triggers the paid advertisement ABC to show up for him.
The advertisement attracted his interest, and he clicks on it. He then arrives on the website of the business, and fills out a form with some personal details.
V then gets an e-mail to the address he provided, with a concrete purchase offer. He does not react to it during three days.
This triggers an automated reminder e-mail sent out to him. But this e-mail has some issues in its setup, and lands within the spam folder of V, so he never sees it.
A few days later, V remembers the offer he received in the first e-mail, but cannot find the e-mail anymore. He then decides to go back to the website again and turns into a paying customer by purchasing the product that was mentioned in the e-mail.
One of the most essential goals of accurate tracking is the successful reconstruction of the full sequence of actions of a given customer, in a privacy-compliant way.
Companies without technical knowledge simply do not have the skillset that is required to properly setup the accordingly needed data tracking. They often focus on the amount of clicks an advertisement gets or similar data which have absolutely no direct connection to the concrete return on investment of your burned budgets.
A properly established tracking in the example above would indicate that the advertisement ABC was the initial touchpoint of V with your business. It would moreover also inform that the reminder e-mail V received dropped into the spam folder, such that you can investigate that and adapt it. Maybe you lost customer conversions due to that spam issue, who knows. At least V was looking for the e-mail he received.
In the end, you could then directly map the cost spent on advertisements (e.g. ABC) with the income earned through V to gain an estimate about your approximate return on investment.
Finally, some digital marketing agencies exclusively focus on the acquisition of new customers. This creates the misconception that digital marketing is only about the acquisition of new customers.
But if you for example keep track of V's purchases once a customer, you could potentially identify other products you offer which could interest V, and propose these to V. Or provide loyalty discounts to V after noticing that he is a valuable customer since three years.
Next to the acquisition of new customers, there's customer retention, referral, and so on. Your tracking setup should also focus on these.