Leveraging your digital analytics correctly can provide invaluable insight into changing behaviours and interests of your customers and prospects’ content preferences . Head of Insights, Rachel McGuigan provides 6 actions to help support commercial decisions during the COVID-19 crisis.

1. Review your data sources

Audit the digital data points available to you from your website(s), social channels, e-commerce platform.

Google Analytics should be a key part of analysing changes to your business but remember to combine data sources as well where possible.

2. Shorten the time period of analysis

The data points and trends that we trusted when operating business as usual may no longer be relevant.

Make sure you’re analysing data specific to the crisis, by sticking to small time frames.

3. Review user segmentation

Consider how you can produce content and offerings to those different customer groups and which marketing strategies will work best. Consider these four potential customer groups:

1.Slam-on-the-breaks

2.Pained-but-patient

3.Comfortably-well-off

4.Live-for-today

4. Look at trends for your key offerings

Keep an eye on the shift in the top landing or product pages. Monitor which pages are seeing an increase in visits or conversions.

Don’t forget to evaluate the basic engagement metrics such as exit rate and average time on page.

5. Re-assess key metrics

Review what, why, and how you use your key performance indicators (KPIs), specifically lifetime value (LTV) and return on investment (ROI), by product or service.

Align your new targets to business goals. This may help ensure that you continue to drive revenue while still ensuring you are profitable.

6. Communication is key

During this time is it important to ensure your website and offerings are up to date and the content is relevant to change in searches and intent.

The pages on your site that are becoming more popular could hold key insight on what your customer and prospects value.

If you need any further support or information then do not hesitate to contact the Mediaworks team.

Thank You. Stay Safe.