{"id":114731,"date":"2016-03-08T16:03:00","date_gmt":"2016-03-08T21:03:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/marketing-alchemy-turning-big-data-into-big-insights\/"},"modified":"2024-12-23T00:36:59","modified_gmt":"2024-12-23T05:36:59","slug":"marketing-alchemy-turning-big-data-into-big-insights","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/marketing-alchemy-turning-big-data-into-big-insights\/","title":{"rendered":"Marketing Alchemy: Turning Big Data into Big Insights"},"content":{"rendered":"

\u00a0\u201cBig data really isn’t the end unto itself. It\u2019s actually big insights from big data. It\u2019s throwing away 99.999% of that data to find things that are actionable.\u201d<\/em><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/em>Bob Borchers, Chief Marketing Officer for Dolby Laboratories<\/p>\n

Data and knowledge are two very different things. Data without knowledge is about as useful as having petrol but no car \u2013 you\u2019re not going to get very far and you\u2019ll end up with a real headache.<\/p>\n

Fortunately, there are some quick and easy ways to add context in Google Analytics, deriving knowledge from your data. User behaviour flow is one such feature \u2013 it shows the paths followed by customers on your website creating a visual map of the user journey.<\/p>\n

So rather than just looking at a list of pages; it\u2019s more about understanding the user journey, from a marketing touchpoint through your website. Where do they end up? How many leak out and where? What are the most popular pages? All of these questions can be answered quickly and simply with user behaviour flow.<\/p>\n

Sounds good, right? But there is one major disadvantage: the data does not show any patterns. It shows many parallel flows of users going in different directions.<\/p>\n

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\"User<\/a>

Tip! – User behaviour flow is also very useful to create visibility of customer behaviour on AJAX sites where all pages are tracked with events<\/em><\/p><\/div>\n

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\"User<\/a><\/p>\n

But what use it the tool if it\u2019s incapable of providing insight? The answer is simple: until you view the data through the lens of your marketing funnel and marketing personas, you\u2019ll see averaged, uncleaned data, blurring any insights about your customers\u2019 behaviour.<\/p>\n

At Ambergreen, we know the danger of drowning in a sea of data, when even the sharpest minds can feel overwhelmed without easy-to-spot patterns. Fortunately we\u2019ve developed an approach that\u2019ll keep you afloat even in the most tempestuous of seas.<\/p>\n

First, we start with a workshop to examine the existing perception of the marketing and sales funnel. Where do you think your customers\u2019 journeys start? What sits at the top of the funnel? What touchpoints exist on customers\u2019 paths? What pattern is more relevant to each stage of the marketing funnel?<\/p>\n

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