Analytics and Campaign Management

Customers can learn more about where their visitors come from and how they interact with their site. The information that is collected will help marketers to write better ads, strengthen marketing initiatives, and create higher-converting campaigns.

At Horizon Marketing Group Search we understand how to leverage analytic data to provide our clients with actionable recommendations to improve the performance of their marketing campaigns. We believe in it so much we have integrated our Peer360 email marketing platform with Google Analytics. Our analytics and optimization team is lead and staffed by certified analytics professionals. We use a variety of methods to closely monitor campaign and website performance and make strategic adjustments when necessary.

Benchmarking & Planning

The starting point for our analytics projects is goals review and benchmarking, encompassing all elements of your online and offline marketing campaigns. From this analysis we develop and implement a comprehensive multi-channel tracking plan to monitor the effectiveness of each campaign in driving interest and resulting conversions.

Implementation

This involves implementation and testing of the agreed upon tracking plan across multiple channels. It also includes customization of agreed upon analytics software tools and design and creation of custom reporting.

Optimization

We closely key monitor campaign performance metrics, analyze relative to industry benchmarks and generate and implement recommendations to optimize campaign performance. Optimization is a continuing process of review, analysis and refinement.

Horizon Marketing Group Search uses Google Analytics extensively and can assist your team with the following services:

Setup of Google Analytics – We will work with you to asses just what it is you are trying to accomplish with your website, then set up your Google Analytics account to capture data that will allow you to make informed decisions about your internet marketing campaigns.

Integration with Google Adwords Campaign – If you are using Google Adwords we will integrate your campaigns with your Google Analytics account to provide keyword and campaign comparison.

Coding of tagged URLs – This allows us to track your campaigns using multiple variables. Coding your tagged URLs, allows us to measure the effectiveness of each campaign, medium and source of the clicks that are

Dashboard customization – Horizon Marketing Group can create custom Google Analytics dashboards you can send to others, allowing you to focus on marketing your business, not creating reports. We can set these dashboards up to be automatically sent at predetermined times and days.

Monthly report delivery and interpretation – Horizon Marketing Group Search will provide monthly reports on the performance of your site or sites. Using Google Analytics as the basis point, we will show you how your sites have improved and what we need to do in order to make them even more successful.

Client training – We believe in collaboration with our clients and educating them is part of that belief. At Horizon Marketing Group we offer our clients training on Google Analytics and related applications. The more you know, the better you will be able to understand how much your site has improved and what is possible to achieve.

For an evaluation of your current online initiatives, please contact us here.

Ongoing Metrics Reporting, Analysis, & Campaign Optimization

Horizon Marketing Group Search will provide monthly reports on the performance of your site or sites. We take a look at all of traffic driving mediums (cpc, banner ads, email, and referrals) individually to determine the success of each campaign relative to the investment (ROI). Segmenting the data in this fashion gives us the ability to take action based upon the results. We pay particular attention to the cost per conversion of the campaigns making sure priority is given to the campaigns that result in the most conversions, and the lowest cost per conversion (those with the best ROI). We also analyze visitor behavior on the site to see if we can find any issues. We set up a marketing funnel and check to see where they are dropping out of the funnel so we can go back and make changes to the site to increase conversion rates. We pay attention to the average time on the site and bounce rate by traffic medium, traffic source, and by the specific ad content or keyword phrase used to find the site. This data will help to optimize ppc/cpc campaigns, banner/online media campaigns, email marketing campaigns, etc. All of the data is distilled into a dashboard that is exported to PDF format, and delivered to the client with an explanation of the report and what is being done to optimize to achieve the client's goals.

To request additional information on our Partner Program, click here.