Data storytelling turns raw numbers into context people can act on. Spotify Wrapped is the clearest example: the same listening data most platforms bury in a dashboard becomes a personal story users share each year. For small businesses, the principle holds. GA4 data only becomes useful when it explains what happened and what to do […]
Why Data Storytelling Matters (And How It Can Transform Your Marketing) Read More »
A good website conversion rate sits between 2% and 5%. Ecommerce businesses should aim above 3.2% by Shopify’s benchmark, while service-based businesses convert well at 2% to 3%. Calculate it by dividing conversions by total website visitors. Google Analytics 4 shows which pages, channels and traffic sources convert best. Do you know what your current
Finding out which marketing channels generate sales takes a three-step cycle: test, learn, optimise. Start with a stated assumption about a channel, then run posts with UTM links and track conversions in Google Analytics 4 and Google Tag Manager. Compare traffic volume against lead quality, then reallocate effort to what converts. What if you had
What If You Knew Which Marketing Channels Generated Sales? Read More »
It’s the first week back for 2025, and I’m pumped for what this year has in store. I took some time to chill out, and spend quality time with family and friends over the festive period, and it was just the best. The downtime, as it always does, brought a lot of reflection. Reflections on
The difference between branding and marketing is that branding is your reputation, the perception people have of your business, while marketing is the visibility that puts that reputation in front of the right people. Branding creates trust and differentiates. Marketing builds awareness and engages. Long-term success needs both. Branding vs Marketing They might seem similar,
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MECCA, the Australian beauty retailer, uses customer data to personalise every touchpoint: its Beauty Loop loyalty program tracks purchase history, browsing behaviour and product reviews, which feeds tailored product recommendations across its website, app and stores. Personalised email campaigns and data-informed store layouts follow the same principle. Small businesses can apply this using their own
Brand building can be measured. Start by defining clear brand objectives, then track brand awareness metrics like social media mentions and referral traffic, monitor branded keyword performance in Google Analytics 4 and Google Search Console, measure customer sentiment through reviews and comments, and track brand advocacy through mentions and shares. As small business owners, we
The hidden costs of not measuring your marketing are wasted ad spend, missed opportunities and limited growth. Without measurement you cannot tell whether ads reach the right audience or drive bookings and sales. Start by defining goals, mapping the metrics that measure them, then building a report in Google Looker Studio. If you’re feeling frustrated,
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Marketing data is information collected across website analytics, social media metrics, email campaign results and customer behaviour. Using it delivers six things: informed decisions, better audience targeting, visible patterns and trends, measurable ROI, personalised campaigns, and predictive insight into future behaviour. The starting point is defining what you want the data to answer. Did you
Improving ecommerce conversion rate starts with your own data. Use Google Analytics 4, your ecommerce platform and customer feedback to find where users drop off, then fix the specific barriers: checkout steps, page speed, mobile responsiveness, trust signals and payment options. Baymard Institute found better checkout design can lift conversion by 35%. In the ever-evolving
How to Utilise Your Data to Optimise Your Ecommerce Store Conversion Rate Read More »
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