Data – what is it good for? #DigitalLab
Rebecca Horrell, Digital Marketing Coordinator, Rambert analyses spikes in online engagement using Google Analytics as part of her Fellowship at Digital Lab.
Vlog1: Data - what is it good for?
In this insightful vlog Rebecca Horrell uses her dog, Margot as an allegory to deliver a wider message about digital marketing...
Blog 2: The power of Google Analytics
While I have always been aware of and used Google Analytics, I never really understood until recently the power it held and how I could utilise it to help analyse behaviour and problem solve in relation to capturing interest and sustaining engagement of web users.
Yesterday I gave a presentation to my team about our CRM strategy, in relation to our new online platform Rambert Home Studio, and how the behaviour of users and those just visiting the site are different and what we can make of the data Google has collated for us about them.
For the platform we’ve had 4 spikes in engagement and registration after the launch in September:
- When our first livestream performance took place on the platform
- When we started our digital campaign to promote the platform
- When we published our classes trailer and subsequently added it to our digital campaign
- And finally, in January 2021 when we launched our class focused digital campaign
While all these occurrences carry with them expected peaks, I was more interested in observing the user journey during these times to understand what their experience was when using the platform and two areas of Google Analytics stood out to me for finding this information – User Explorer and Behaviour Flow.
With User Explorer I could see how our active users were engaging with the platform, what content was key in driving them to sign-up and then what content kept them engaged after this point. I was also able to see, depending on how users found Rambert Home Studio – referral, direct, social, paid, what route might be the most successful in finding visitors who would convert to sign-ups. While the majority of users on the platform right now are there for classes, I was pleasantly surprised to see one new user, who first found us over the holiday season, started by listening to a podcast then returned every day to listen to a new one inevitably exhausting them all within 2 weeks.
The next area I loved exploring was Behaviour Flow. This gave me a clear understanding of where in a user’s journey we are losing them or what is keeping them on the platform. It’s so important to understand the type of environment you create that encourages a user not only to use it but to then want to stay on it. While we can safely say we’ve had a huge proportion of people visit Rambert Home Studio, we now need to analyse the drop-off data to understand how to better engage and convert those we are losing.
After I completed my presentation, we decided to present the Behaviour Flow data to the members of our Digital Advisory Group at our next meeting and specifically focus on reducing drop-off rates as our topic.
I continue to be surprised and impressed with the information available on Google Analytics and I look forward to further diving into the service and understanding more of the power.
Rebecca Horrell, Digital Marketing Coordinator, Rambert
Rebecca Horrell is a Digital Marketing Coordinator working with Rambert to help them expand their fanbase across various digital platforms including website, social and their newly launched app.
Having worked in the arts for over 10 years, Rebecca is a trained Social Media and Content Marketing specialist who continues working to expand her knowledge of the ever-growing digital marketing landscape.