DIGITAL ANALYTICS

We translate business objectives into tracking plans and KPIs for brand websites to measure engagement and conversion.

We also build integrated measurement plans for campaigns across channels - social (organic/paid), search (organic/paid), display (including programmatic), email, PR, mobile platforms, and integrating data from select non-personal channels like conventions/events.

We have experience with Google Tag Manager and Dynamic Tag Manger (Adobe) across several large implementations of these tools.

Besides web site tags, we also have experience developing campaign tags for social and display advertising.

We implement advanced customizations via custom JavaScript tags interfacing with the APIs of the analytics tools, for capturing granular visitor journey data for advanced analytics, or third party library integration such as Marketo. We have experience dealing with data layers, custom variables, and data enhancement techniques such as SAINT classifications.

We have deep failiarity with Google Analytics (Free and Premium) and Adobe Analytics, across several large installations of these tools (large and mid-sized enterprises).

Besides, we also have experience customizing Google Analytics Free edition, to capture granular visitor data for more insightful reporting and advanced analytics.

Our reporting capabilities leverage our extensive background in marketing, and a solid statistical foundation and knowledge of analytics tools, to provide segment level engagement and conversion insights for effective site and media optimization.

We have experience with Tableau, Google Data Studio, Qlikview, and R/Shiny, Advanced Excel/VBA for dashboards and reporting automation, and knowledge of SQL and noSQL databases for integration other data sources, besides web analytics.

Our digital optimization practice through A/B and multivariate testing is driven by strong understanding of statistical testing methodology and web analytics, and segmentation and targeting.

We create research questions and develop data driven hypothesis for testing, utilizing our considerable experience in marketing. We granularly analyze testing results to clearly identify drivers of succes or failure at a design variant level.

Knowledge of HTML, JavaScript and SQL, and debugging tools like Fiddler, enable us to QA test designs quickly. We have experience with Adobe Target, and knowledge of other testing tools such as Optimizely.

Our advanced digital analytics practice consists of advanced customization to collect visitor and session level data, cleaning and reshaping of such data, and utilizing advanced analytics methods such as affinity analysis, for targeting and media optimization.

Model-based segmentation enables identification of high value prospects within the site visitors, and profiling such prosepcts in terms of acquisition sources and demographics from related systems such as DMP systems.

We are also familiar with a variety of attribution techniques for engagement and conversion optimization.