Combining Google Analytics and Marketing Automation For Maximum Insights

Marketing automation can be a goldmine for insights into your customers' behavior. The right analytics can tell you where customers are coming from, where they're going, what they like, and how long they're staying there.

For many marketers, the story stops there. But how does someone apply the same deep analytics to users' behavior on a website? A lot of businesses don't realize that marketing automation can be used in conjunction with Google analytics to optimize not only your marketing campaign, but your website itself.

Inspectlet is a company that specializes in insights into customers' behavior on websites. We caught up with Inspectlet's CEO Rachit Gupta to get some advice on how to combine Google Analytics and marketing automation for maximum insights into what your customers really want.

Inspectlet's motto is "Google Analytics tells you what, Inspectlet tells you why." What are a few behaviors that you interpret for your clientele, and where do you get that data?

Many analytics solutions tell you where your visitors are coming from and when they are leaving. The most important piece is missing: why are your visitors doing what they are doing? Inspectlet shows you screen captures, which are actual recordings of visitors using your site. We also have heatmaps which show you where your visitors are clicking, scroll heatmaps which show you how far down your page the visitors are going, form analytics which show which fields your visitors are skipping or hesitating on, etc. We collect all of this data with just a simple snippet of Javascript code you embed on your site, and we handle the rest. :)

How can marketing automation software be used to give a more precise picture of an individual customer's needs and behavior?

Marketing automation is very important because Google Analytics does not tell you everything. Treating each individual session particularly and being able to filter based on each session (such as "made it to checkout page but did not checkout") is the type of case we focus on here at Inspectlet!

Google Analytics will tell you how many people did something, but marketing automation such as Inspectlet will give you a better idea of why.

What data points might be used from marketing automation and CRM software to create the most comprehensive analysis?

Marketing campaigns can usually be tracked by amount of money spent, amount of people who visited your business, amount of people who signed up for your business, and % conversion rate (compare with normal conversion rate to see if the right crowd was targeted). Some things are unquantifiable, such as gaining popularity or measuring how many people who see a site now but mention it to other people or sign up later.

In today's multichannel marketing world, what are some reasons why marketing automation software is necessary to give a realistic depiction of a company's activities?

Marketing automation software is necessary because it is not a complete picture with just Google Analytics. The need to examine each individual action and user can easily be fulfilled with easy-to-implement software. These especially make sense for most businesses because they are very cheap and provide great ROI for the business.

Marketing analytics focus on the full experience of prospective customers over time, giving insight into the customers instead of just counting page views. What are some things a marketer can look for to gain these insights?

A marketer can look at each page the user is looking at - or scrolling past - to gauge where the user's attention is; what fields on a form the user completes and/or is struggling with; what pages the user goes on and what the user is doing on them; or how far down a long page the user is going. We help track all of those here at Inspectlet.

Are there any tools or resources for either website or marketing analytics that you'd recommend, and what do you like so much about them?

I personally like Optimizely a lot. It allows us to split test different things. It's easy for someone to get a hunch like "removing this or adding this will make more conversions," but split testing it with Optimizely lets the data do the talking.




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