selfserveanalytics Archives

Relying-on-Just-One-Marketing-Channel-is-Holding-Your-Business-Back

Why Relying on Just One Marketing Channel is Holding Your Marketing Back

Leave a Comment / Blog, Channels & Campaigns / Brooke Huckerby

Relying on one marketing channel limits growth because buyers move across several before they convert. A typical journey runs from Instagram to Google search, then a website visit, then email. A workable marketing mix combines paid advertising, organic social, SEO, content and email, tracked together in Google Analytics 4 so each channel’s contribution is visible. […]

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How beauty giant MECCA increased loyalty, engagement and sales through data led personalisation

Blog, Case Studies / Brooke Huckerby

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

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Top five tips for measuring and understanding the effects of your brand building activities

Leave a Comment / Blog, Measuring ROI & Performance / Brooke Huckerby

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

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The Hidden Costs of NOT Measuring Your Marketing

Blog, Measuring ROI & Performance / Brooke Huckerby

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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The Value of Tapping into Your Marketing Data

Blog, Measuring ROI & Performance / Brooke Huckerby

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

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How to Utilise Your Data to Optimise Your Ecommerce Store Conversion Rate

Leave a Comment / Blog, Ecommerce & Conversion / Brooke Huckerby

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

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12 Common Causes of High Cart Abandonment Rates in Ecommerce

Leave a Comment / Blog, Ecommerce & Conversion / Brooke Huckerby

The most common causes of cart abandonment are unexpected costs, complex checkout processes, security concerns, no guest checkout option, poor mobile usability and limited payment methods. The average abandonment rate sits around 70%. Configure ecommerce tracking in Google Analytics 4 to find where your own customers are dropping off. Cart abandonment is one of the

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How to Set Up Google Analytics 4 (GA4) and Google Search Console (Step-by-Step Guide)

Leave a Comment / Blog, Getting Started With Your Data / Brooke Huckerby

To set up Google Analytics 4, create a GA4 property, copy the Measurement ID, then add it as a Google tag in Google Tag Manager set to fire on Initialization – All Pages. For Google Search Console, add your site as a property, submit your sitemap, then link it to GA4 under Admin/Product Links.Add Google

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How to Maximise Your Marketing Return on investment (ROI)

Leave a Comment / Blog, Measuring ROI & Performance / Brooke Huckerby

Maximising marketing ROI starts with defined goals, then the metrics that measure them, then the tools that collect the data. Attribute results by channel in GA4 to see which channels return the most, then reallocate spend accordingly. Consistent monitoring and reporting turns that into a repeatable process rather than a one-off calculation. Gone are the

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Why Data Visualisation is Essential for Effective Marketing

Leave a Comment / Blog, Strategy & Storytelling / Brooke Huckerby

In today’s data-driven marketing landscape, collecting and analysing data is essential for making informed decisions and optimising marketing strategies. However, data alone isn’t enough to get the meaningful insights you need to drive business growth. This is why data visualisation is essential for effective marketing. Particularly with the sheer volume of data available in today’s

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