As technology advances, access to information and insights becomes more readily available. There is no longer a problem finding data, but instead the problem has become how to manage and interpret all of the information available. Luckily, Google has created products to make data easier to navigate for everyday use. Here are a few tips to help you organize and choose the tools that are right for you.
Identify and define what actions you want customers to take. This can be anything from filling out a contact form, to staying on your site for specific length of time. When determining your goals remember, all good goals have five key characteristics. They are specific, measurable, attainable, relevant and time-sensitive.
Make sure to ask yourself questions throughout the data gathering process to ensure you are on the right track. Who is your audience What is the best way to reach them? How do people interact with you online? Are your leads becoming customers? Are you retaining long-term customers?
Once you have determined your goals and the questions you need to ask, you can begin to use the tools that will best suit your needs.
If one of your questions is, “what traffic source brings the most customers to my site?” then Google Analytics is the platform for you. Analytics offers digital tools to analyze data to help you better understand your customer’s experience and your customer as a whole. Analytics can show you how your customer arrived at your site and what they did when they got there, so you can determine if your website is meeting potential customer’s expectations.
Google business listings create another touchpoint for customers to interact with your company organically. Data from listings includes, how many people clicked onto your site, how many calls you received, and how many people asked for directions to your business. It also provides a place to house reviews so you can see direct customer feedback.
Google AdWords allows you to reach your customers when they are actively searching for you. You can get instant information regarding how many people have viewed and interacted with your ads, allowing you to adjust your strategy to increase its effectiveness.
Google Trends allows you to gain a general understanding of keywords and how much traffic they recieve. If there is enough data, Trends can show related news headlines, a forecast of search volume, related popular searches, and “rising searches” or searches experiencing significant growth. By analyzing search trends, you can see how interests, associations, or tastes have changed over time or by geography.