Marketing is the Wonder in your Bread Genie in the Bottle Classic in your Cola Devil in the Details Fruit in your Loops Spin in your Dreidel

Marketing is the Wonder in your Bread Genie in the Bottle Classic in your Cola Devil in the Details Fruit in your Loops Spin in your Dreidel

Digital Integration, Tracking & Analytics (DITA) The Technical Stuff

If you’ve ever tried to inject code onto a website, set up tags and triggers in Google Tag Manager, build UTM codes for digital ads or dug deep into your Google Analytics account, you’re already aware that these things can get complicated.

If tech isn’t your thing, these necessities of digital marketing can be… daunting.

Lucky for you, we love this stuff.

Our DITA service pulls all your various digital properties together and provides the ability to track user activity across those properties. As much as possible, we’ll integrate your accounts into a single customized dashboard that will give you a consolidated view to quickly and easily assess the performance of your digital marketing.  

  • Strategy and planning to determine the various online assets that are (or should be) part of your marketing funnel.
  • Set up Google Analytics and establish goals (actions available to users on your website that are quantifiable and trackable such as button clicks and specific page loads). 
  • Set up your Google Tag Manager (GTM) account and inject the code into your website and landing pages. This allows you to run tracking scripts without having to adjust your website’s code (which can get messy after a while).
  • Verify the Google Search Console property for your domain. This gives you insight into what is happening on the Google search engine before users click to your site.
  • Integrate all available data sources to your Vizibility Board including:
  • Build your Vizibility Board. This is a customized dashboard that shows the key metrics from all your digital accounts. It can be configured for executives or functional managers, depending on the level of detail you want to see.
You’ll have access to an extremely powerful suite of analytics tools that combines a top-level view of your digital architecture with forecasting and analysis of your sales/marketing funnel.

Why go to all this trouble?

Marketing and Advertising can be expensive!

We continuously strive to make our client’s marketing as efficient and effective as possible. That means not wasting your marketing budget by putting your ads in front of people who have no interest in your product or service. You don’t get ROI by serving ads to people who don’t care about what you’re selling!

We want to reach the largest possible group of people with messaging that is likely to resonate with those people. The way we do that is by tracking those user’s activity on digital ads, websites, landing pages and other digital properties that we manage for our clients. That user activity helps us to develop a profile of the types of people who click on our client’s ads, navigate their websites and take certain actions (form fill, purchase, etc.). Along the way, we’ll ask them for an email address so we can send them messages that are even more specific to their interests and desires.


So, what kind of information are we talking about?

At one end of the spectrum, there’s basic demographics (gender, age, location, etc.). Advertisers have been making decisions from demographic data for decades.

These days, modern, digital platforms like Facebook and Google offer a wealth of additional information. For example, the Google Analytics affinity category shows the general interests of your site visitors. This is used to reach potential customers who are higher in your marketing funnel, near the beginning of their purchasing process. To reach customers who are lower in the funnel and nearer to making a purchase decision, the in-market segments shows their more immediate intentions.

Of course, there’s always a yin to the yang. In response to recent pushes for internet privacy, there have been some changes in legal requirements when tracking activity on websites, depending on where in the world you are, and some web platforms/applications have taken action to limit marketer’s ability to access certain data or monitor certain activities. No worries, we’ll help you figure out how to do this the right way, with a minimum of hassle to both you and your website visitors.


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