Google Analytics tells you the last link users clicked to enter your store - if the data exists.
Gojiberry tells you where your customers really came from - straight from the source.
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Marketing analytics is the practice of gathering data in the efforts to improve your marketing strategies for the goal of optimizing your marketing ROI. Marketers typically use various tracking and marketing attribution tools to gather a wide range of types of data. Challenges include gathering both relevant and accurate data to enable data-driven decision making. Marketing analytics allows marketers to deeply understand their customers to provide more targeted and personalized campaigns that generate higher converting results.
Marketers typically use various tracking and marketing attribution tools to gather a wide range of types of data that enable data-driven decision making. Understanding your customer's behavior, preferences, and demographics give opportunities for more targeted and personalized marketing campaigns that generate higher converting results.
Marketing analytics allows marketers to deeply understand their customers to provide more targeted and personalized campaigns that generate higher converting results.
Ecommerce and marketing in general is a very competitive and constantly changing industry where businesses are constantly competing for their customers' attention. The lack of customer data and understanding creates the risk of wasted marketing budget and effort creating bad customer experiences leading to lost opportunities. Marketers rely heavily on marketing analytics to stay competitive and to build successful businesses.
Analyzing marketing data starts with defining goals, followed by collecting data relevant to those goals. Web analytics tools are great for tracking user behavior on your ecommerce store. Ad platforms like Google Ads and Meta Ads provide extensive analytical tools for understanding how their various campaigns are performing.
Surveys, including Gojiberry's, are a powerful tool for asking questions directly to your users to understand preferences and demographics. With 3rd party cookies being increasingly blocked, they are a reliable marketing attribution alternative to ask where your customers first heard about you.
Read here for an in-depth report on marketing attribution.
3rd party data is when the service using the data is different from the service who collected it. Until recently it was common for ad platforms such as Google Ads and Meta Ads to use the data gathered from 1 website to help another website target users more efficiently. Although done anonymously, data privacy preferences and regulations are driving browsers to increasingly block the usage of 3rd party cookies and data. The loss of 3rd party data has caused ad platforms to be less effective, and web analytics tools to have access to less data, such as marketing attribution data.
Zero party data is data voluntarily offered by end users to your business. Responding to surveys is a good example for this category because users are proactively offering their information to you. Zero party data is much more transparent in where the data is going, and what kind of data, leading to a much better experience for your users.