Analytics, SEO and SEM: Google Analytics and Marketing automation

There are many efficient ways of using google analytics and what I’ve came across during my working life is the combination of Google analytics and marketing automation. These tools together give the best possible understanding of your customers/audience.

Katie Hollar blogpost Tracking with Google Analytics vs Marketing Automation, explains the difference of the two and the way they support each other.

Just like Hollar says, Google analytics is sort of the macro environment that analyzes the whole picture and in larger scale with some detailed information that marketing automation does not, for example:

“Number of visitors to your site
Average number of pages per visit
Visitor demographics (geography, language, etc.)
What technology people use to access your site (mobile devices, internet browsers, etc.)”

And marketing automation on the other hand is more like micro environment that gives you specific information from each individual on your website. For example:

“Which individual pages they click on your website
The information they input into your landing page form before hitting “Submit” (such as their company name, email address, and phone number)
Whether they are accessing your site from their company IP address or another location (like a Starbucks or Panera)
What search phrases they typed into Google that led them to your page”

In my opinion, a good way of using Google Analytics together with marketing automation is to analyze marketing campaigns. Everything about their behavior to their shoe size can be analyzed during the campaign process. And as these tools support each other, the results must be extremely detailed and valuable.

Check out Katie Hollar's blogpost here