Estimated reading time: 2 minutes, 42 seconds

I am sure you will agree that Google has changed the way we live, communicate, advertise, sell, and interact daily.

Have you ever imagined life without Google? Google Analytics is the go-to tool for insight into a brand or company’s digital footprint, and the reporting of activity related thereto. Life without Google and Google Analytics would be akin to the proverbial Stone Age.

Today’s customer interacts with your product, company or service at various touch-point channels throughout the day, using a multitude of technologies on a variety of devices and networks. The question is: are you catering to your customer when and how they engage with you?

Take a professional working mom as an example, who would like to make use of your Oracle Middleware solution.  When and how will she be looking for your company’s service offering? She could do a Google search using her laptop on the office WiFi; or maybe while travelling to a client, she uses her iPad which is connecting to the web via a 3G network. Or will she find you while using her mobile phone next to the soccer field at her kid’s little league tournament?

We all agree that your website needs to be mobile responsive to cater for these scenarios, but it requires more than just that.

What about the print advert that you placed in the Business Day magazine with a user-friendly URL to your Oracle Middleware offering: how is the return on investment being measured on that? Do you know which site, URL or Google AdWords campaign your sales leads are coming from? It’s critical to understand the origin of your leads in order to focus more resources on the successful ones and less on those which bear no fruit.

What about the latest article you blogged on the MyBroadband website that links back to your Oracle Middleware webpage? Are your potential customers reading it or are you marketing efforts in vain?

Analytics reporting is the bar to measure success or failure when using any form of digital technology or platform to market your product or service offering. Without it, you will not have the insights to indicate whether your efforts are successful or not, or whether there is any return on your investment.

With reporting tools like Google Analytics, you can utilise the backbone of integrated contact points and channels to not only report on basic functions such as user-count visits to your website, user groups and demographics, best resulting keywords and most clicked ad campaigns, used but you will also have more advanced features at your disposal.

You will be able to determine if that oversize homepage image is deterring users from advancing to the next page, or whether it is adding value to the site. You will be able to funnel traffic through various channels and see exactly where your website users are dropping off (hopefully only after successfully making contact) and which pages generate the most conversations on social media.

We are in the digital age and by not utilising the available customer experience data and incorporating it into your return on investment report, well… then you might as well do a Google search on something, but fail to read the returned results.

Happy reporting!