Digital Marketing Insider (135): 3-22-24

Hello Insiders!

We are exploring a topic quite close to home in today’s newsletter.

We are diving into the future of user tracking and data collection.

This blog was written by our Director of Development Walt Irby.

From optimizing Google Tag Manager to leveraging server-side tracking, this post uncovers the dynamic strategies reshaping digital marketing analytics.

Discover insights, best practices, and a unique Data Management Retainer service, ensuring your business stays ahead in the data-driven landscape.

The Future of User Tracking and Data Collection at WebMechanix

In the ever-evolving digital marketing landscape, data is the lifeblood of any business. Understanding your customers, their behaviors, and their needs is crucial for success. However, the traditional approach to data collection as a "set it and forget it" activity is fundamentally flawed. 

At WebMechanix, we recognize that as businesses evolve, so do their data requirements. That's why we've developed a dynamic and comprehensive approach to user tracking and data collection and management.

Collecting Data the Right Way Starts with Attention to Detail

WebMechanix utilizes Google Analytics, Google Tag Manager, custom attribution scripts, and (at times) data warehouses to capture, store, and analyze data.

This comprehensive tracking methodology enables WebMechanix to measure marketing effectiveness accurately and provide valuable insights to our clients:

1. Data collection should be abstracted - Data collection should be implemented via a tag management system such as Google Tag Manager to provide easy debugging, versioning, and data reuse.

2. Naming and formatting matter - You should be able to look at an event name and understand its purpose without hours of institutional knowledge. Events and parameters should follow consistent casing, such as snake_case or PascalCase – don’t mix and match. We suggest following "The object-action framework" as outlined by Segment here.

3. You don’t need to collect data for every interaction - Sure, you can send click events when users click on navigation links or if they reach scroll percentage thresholds… but do you need to? How will that data help you make informed decisions? Implement your conversion events first and work your way backwards (up funnel). Put the focus on what truly matters for measuring a campaign’s success. 

4. Quantitative + qualitative data paints a better picture - Quantitative data is great for measuring aggregate metrics that are abstracted from a website, such as “how many leads from X source did we generate over Y timeframe.” On the other hand, qualitative data (such as heat maps and user session recordings) provide context that no quantitative tool can, but they can fall short on accurate metrics in cases. Both are crucial for Conversion Rate Optimization (CRO). 

5. Strive for accuracy not precision - Regional digital privacy regulations and increased privacy settings in browsers make “precision” an impossibility. Marketing data should be accurate. We’re always working with some sample of a true number; what is most important is that the sample of the data can be explained and that the sample is predictable and consistent.

6. Avoid false positives - There should be no way to trigger a conversion event without actually performing the action that should trigger it (e.g. a successful form submission). Biggest offender? URL-based conversions. The obvious problem being that URLs change over time. Events should be abstract for reuse over the course of a business's time.

7. Know your IoI’s and IoQ’s - Indicators of Intent (IoI) are actions like watching a product demo video that users perform that suggest intent to become a customer; while Indicators of Quality (IoQ) are traits of an action that suggest the user is a person who meets a business’s ideal customer profile – such as a demo request form with fields that identify a business with more than $10M in annual revenue in the Financial Industry, if that’s your ICP.

8. Close the loop - persist and capture campaign and platform specific data with your lead data inside of CRM. From there, define your own model for how to attribute credit to various advertising channels for a better understanding of what is driving revenue and what isn't. Sidenote - Attribution is an extremely complicated problem - there is no silver bullet/tool that will do this for you. 

Adopting best practices in user data collection not only ensures compliance and accuracy but also enhances the strategic value of the data captured. By focusing on what truly matters, like conversion events and crucial data points, WebMechanix maximizes marketing effectiveness and delivers actionable insights.

Our Dynamic Solution: A Data Management Retainer

Traditional data collection methods often lead to convoluted configurations, with multiple parties adding their own inputs without a clear owner or strategy. This results in a messy, inefficient system that fails to deliver the insights businesses need.

Our solution to this problem is our Data Management Retainer service. We take ownership of the implementation, ensuring that it aligns with your business's needs and evolves alongside them. This service covers everything from implementing new data points and maintaining documentation, to integrating new platforms and coordinating with other agencies or vendors. We believe that data management should be an ongoing, proactive process, not a static one.

Why Our Data Management Retainer Is Different and Insights to Empower You

In a digital world where data is king, having a nuanced, flexible approach to data management is crucial. Our Data Management Retainer service stands out by not just addressing current data needs but by anticipating future challenges and opportunities. Below, we delve into the key components of our service, each designed to optimize your data collection and analysis, ensuring your business not only keeps pace with digital evolution but leads the charge.

Harnessing the Power of Google Tag Manager (GTM)

Google Tag Manager (GTM) is a cornerstone in digital marketing when used correctly. At WebMechanix, we’ve refined the GTM process, transforming potential tag chaos into a streamlined, effective system with our "GTM Refactor" project.

To read the rest of this article go check it out for free on our WebMechanix Blog. See you there!

Server-Side Tagging in Google Tag Manager

Learn how to supercharge your website's tracking capabilities with server-side tagging in Google Tag Manager! This comprehensive guide by Simo Ahava covers everything from setup to optimization, ensuring you harness the full potential of your analytics data. Dive in and transform your tracking game today!

Read More →

Marketing Attribution: Everything You Need To Know

Unlock the secrets of marketing attribution with this insightful guide from Search Engine Journal. Discover how to measure the impact of your marketing efforts across various channels and optimize your strategies for maximum ROI. Dive in and revolutionize your attribution modeling today!

Read More →

Website Data Collection the Right Way

Explore the art of effective website data collection with CoreSignal's illuminating blog post. From understanding user behavior to optimizing conversion rates, this comprehensive guide offers invaluable insights to elevate your data-driven decision-making. Dive in and harness the power of website analytics to drive success!

Read More →

Understanding website tracking: a complete guide

Delve into the world of website tracking with SWAARM's ultimate guide! From essential concepts to advanced techniques, this comprehensive resource equips you with the knowledge to master tracking tools effectively. Uncover insights, optimize campaigns, and propel your online presence to new heights. Unlock the full potential of website tracking today!

Read More →

This newsletter is sponsored by WebMechanix, the digital marketing agency that makes you smarter. 💡

Whenever you're ready, there are 3 ways WebMechanix can help you:

1. Free Audit: For qualifying companies, WebMechanix can provide 30 minutes of free consulting around your biggest area of digital marketing opportunity. Options include paid search, paid social, SEO & conversion rate optimization (CRO). To learn more and see if you qualify, apply here.

2. WMXtra: Our newest premium content portal for Digital Marketing Insider subscribers. You'll get instant access to all our exclusive content, strategy guides, trainings and best practices that will not be posted anywhere else. You'll also get direct access to our digital marketing experts, a peer to peer network made up of hundreds of marketers and details on our partner program (more $$ in your pocket). Get instant access here.

3. Promote yourself to 5,000+ marketers by sponsoring this newsletter (limited spots available.) Reply "sponsor" to this email for details.