Your marketing department simply has to love Google Analytics. The internet is generating ever more information on our increasingly connected lives, and cutting through all that big data is no small task. But it is essential if you want to find the insights that can yield more loyal customers and revenue. Google Analytics makes analysing all that data easier, giving companies of all sizes a clearer picture of who their customers are and how to reach them.
This is pure gold in marketing terms. The cost of attracting a new customer is far greater than keeping an existing one. Once you take into account your marketing spend, discounts for new signups, and other related costs, you are talking four or five purchases just to break even. The beauty of Google Analytics is that it gives you access to real-time data that you can use to identify your most profitable customers and keep them coming back for more.
Of course, the more detailed information you have, the easier it is to identify them. For instance, everyone wants to measure the number of transactions or orders placed on their website. But if you can’t see net sales then you only have part of the picture. If a number of apparently high-spending customers are also returning 90% of their orders, you might be throwing good money after bad.
What if I told you that in addition to the demographics collected by Google – age, gender, location, interests – and the data collected on your customers during the time they spend on your website, you could also get information on how they were paying. After all, who wouldn’t want to know who their best customers are?
Knowing how to follow the money lets you target your media spend more effectively, so you get more bang for your buck. You get exactly those insights with AfterPay, our pay-after-delivery solution: the first such solution to integrate data on how your customers pay into your Google Analytics.
Find out more about how you can segment your customers with the right sales data. Download our white paper now.
Read more about our pay-after-delivery solution AfterPay.
– Head of Partner Sales, Arvato Financial Solutions Norge