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Digital

Digital analytics encompasses the collection, measurement, analysis, visualisation and interpretation of digital data illustrating user behaviour on the web and mobile. By optimising this experience organisations can have a significant impact on marketing ROI, content and revenue.

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KPI FRAMEWORKS

Establishing a set of KPI’s by which you want to measure the activity and ultimate success of your business is imperative and one of the first things you should consider. We can help you determine what KPI’s you should be using a combination of industry best practise and an understanding of your business objectives.

TAGGING AND TRACKING

Improving the performance of your website or app and optimising marketing campaigns is critical to the ongoing success of your business. Tagging and subsequently tracking the journey of your customers is therefore something you must do. Implementing Google Tag Manager is the preferred industry solution and Jarmany can manage the complete process for you.

Jarmany is a Google Tag Manager implementation specialist. We can help you to identify your on-site KPIs – the most valuable actions and conversions your users can make on your site. We then implement the tagging process and thoroughly test to make sure the collected data is accurate and complete.

Websites and apps change frequently, so we build robust tagging strategies that won’t break when the small website update occurs, and we can monitor to ensure that tracking is working at all times.

With our expert knowledge and experience, you can be sure that your tagging is implemented correctly and delivers the results you need. Contact us today for a free consultation!

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CUSTOMER JOURNEY ANALYSIS

Through the visualisation of the Customer Journey, the cause-and-effect relationship of various touchpoints and marketing channels can be revealed in order to identify optimisation opportunities. It can answer questions such as: What role does mobile play? Which marketing channel is driving what output?

Journey mapping is essential for understanding how your customers interact with your brand. With Customer Journey Analysis, you can visualise the customer journey to identify opportunities for optimisation.

By revealing the cause-and-effect relationship of various touchpoints and marketing channels, you can get a better understanding of how different marketing channels work together to create customer behaviour.

With this information, you can focus your efforts on the channels that are most effective in driving your most valuable outcomes.

CRO (CONVERSION RATE OPTIMISATION)

Successful new businesses tend to experience step-change growth during their first years. But after that, things can plateau. In addition to driving exponential growth, businesses at this stage need to focus on incremental improvements in many areas. Many small changes add up to significant improvements across the business. Conversion rate optimisation is the process of finding ways to incrementally increase conversions on websites and apps.

Conversion Rate Optimisation can take the form of studying and improving the design and layout of your web pages that have a significant action to them such as a purchase.

It could include improving on-page copy to encourage conversions. Or improving style, tone and brevity. It can also uncover necessary improvements in site structure and search tools to enable your content to be surfaced in the easiest possible way.

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A/B AND MULTIVARIATE TESTING

In order to optimise the experience a customer has you’ll need to understand what experience they prefer. Live testing using one option or move over a pre-determined period will give you the answers. This is an ongoing process that delivers highly measurable ROI.

A/B testing is sometimes known as split testing. It can test subtle preferences over a period of time. For example, let’s say you have a “pay now” button on your product page. What colour and size encourages the most signups? A big red button or a small blue button?

Do you have a number of different audiences for your products and services? With A/B testing you can split your audiences into groups and then carry out segmented A/B tests with different inputs for each group.

A/B testing takes the guesswork out of your user interface design. Jarmany carry out commercial A/B testing for clients. We design, implement and measure A/B tests.

With multivariate testing, we test more than two scenarios at the same time, whilst determining which factor has the most effect on the outcome. It’s a progression from A/B testing and can get results faster with less time wasted.

VISUALISATION

Building visualisations across a range of tools that include Google Data Studio, Looker, Power BI, Tableau and Qlik is very much an integral part of what we do. Connecting multiple data sources with both current and historica data that shows you how you are performing against your KPI’s at a granular level in a modern dashboard is how today’s digital businesses run their operations.

 

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PROPENSITY MODELLING

Propensity modelling can achieve 3 things:

1. The ability to understand and model customer behaviour.

2. The ability to predict decisions that customers will make and

3. The ability to help organisations better discriminate and more effectively allocate resources to the most profitable group of customers

An example is building a model to understand which of your customer base will respond best to a specific offer. Variables that push certain customers towards your offer will be discovered and built into the model, along with variables which will tend to make them averse of your offer.

The result is a scorecard showing which of your customers are most likely to respond positively. Your marketing budget can then be allocated more effectively at this smaller subset of your customer base, instead of a scattergun approach where customers are targeted indiscriminately.

WEB CRAWLERS

Understanding the performance of your products on your retail partner websites together with their positions on search engines is now entirely possible through the use of web-crawlers.

Get a complete picture of how your products are performing on the web and in search engines, with web crawlers deployed by Jarmany.

Measure image performance, text content, meta descriptions, prices, share of pages, search results positions, number of reviews and many other data points. Pair this data with information on how traffic from search has interacted with your site and sales data. Understand which elements of search have the biggest impact on sales. Our data-driven insights will help you make informed decisions that support your business goals.

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