Does dealing with online marketing analytics leave you feeling dazed and confused? Don’t let the sheer volume of data be your undoing. Using straight forward lay terminology, this practical webinar will teach you how to measure, manage, and corral the data.
- Recognize the value of tracking and analyzing data as part of the big picture of strategic marketing and promotional efforts
- Identify the various sources of data you want to capture and how they will help build the story of your efforts
- Explore the different data collection options you already (likely) have from across your website, email marketing, social media, marketing automation, and possibly third-party providers
- Leverage free (and some paid) tools such as the Google suite of services (i.e., Analytics, Search Console, Tag Manager, Optimizer) and others in gathering and understanding key website visitor behavior and performance
- Tie in your social networking data to determine what types of posts and activities are moving the needle (and if they are not, what you should do about it)
- Develop a reporting process to make it easier for data to be shared among others at your institution to help tell the story of your digital engagement efforts
In today’s digital age there is a wealth of data available on your website visitors, the actions they take, where they came from, what your social fans are doing across your various channels, and so much more. The sheer volume of data can easily make your head spin! To many financial marketers, having a clear understanding of what to measure and where to find that data can be a bit of a challenge. This session will explore many of the key “digital data points” that should be tracked and what they mean to your online success.
It’s important to understand where all the data “lives” and develop a way to capture and analyze information to help identify trends (both good and bad), which will then help shape the direction of existing and future campaign efforts. This webinar will explore the fundamental reasons for data collection, review the various sources, explain what expectations you should have based on benchmarks and historical comparison, and then address ways to report and understand what it all means so you can make actionable decisions for improvement.
Eric C. Cook, WSI Digital
During a successful 15-year banking career, Eric Cook was the driving force behind many of his bank’s strategic technology initiatives. In 1995, he took his community bank online, making them one of the first “hometown” banks in the nation with a website. When Eric left banking in 2007, he was regional president for a Michigan-based, publicly traded community bank.
Today, Eric operates his own digital marketing agency, focused on helping banking industry clients connect and engage with their customers online through creative website development and secure hosting, digital advertising, content marketing, and social strategies. A three-time contributing author to the best-selling book Digital Minds, he also serves as faculty at several banking schools around the country where he teaches financial industry professionals how to engage and build relationships online with today’s digital consumer. Eric combines hands-on experience with state-of-the-art digital marketing solutions to help clients achieve success online. He’s a national, sought-after speaker on social technology, digital strategy, and online business trends.