Discover Marketing Research part 3: Brand and Product
When it comes to decisions about the brand and product, often this decision is based on the loudest person in the room. In a data-driven time, not that many companies make the effort of implementing this data properly.
Truth is, we all want to know how people interact with our product, and if they truly understand that awesome brand title our team came up with. How do different groups of people use the product? Let’s take a closer look at both brand and product analysis, wrapping it up with a good portion of tools and hacks, you can use right away.
Brand analysis
When starting the brand analysis or in other words brand audit, we hope to find proof that the brand supports the marketing and sales efforts. But the top-level metrics like traffic and impressions won’t give the full scale of the situation.
Digging deeper into the data from the marketing campaign can provide information on who your customers are, what they are truly interested in, and most importantly, how your brand is growing.
Let’s start with the page views. This metric can bring light to what’s important or interesting to the website visitors. Here you should ask yourself a couple of simple questions:
- Beyond what pages do people go most?
- What pages do they spend the most and least time on?
- Are there any pages with a lot of views, but low entrances (check the exit rate)?
Analyzing this data can bring you insights into your visitors’ preferences and if you give the needed information on the landing page. Also, it can be a great choice to get a look at yourself and browse these pages. There may be some easy improvements that will make the website way more useful.
To understand your brand growth better, make sure to check these metrics:
- Branded organic search traffic
- Branded organic paid traffic
- Direct traffic
When looking at all this data, ask yourself if it aligns with your marketing activities and campaigns. Did your brand traffic metrics increase because of the last campaign you ran? The more specific you get, the better results you’ll get next time.
Product analysis
Product always has a wide range of evergreen questions that acquire data-driven answers. For example, how did the last feature we rolled out affect the usage and engagement? Product analytics can give you information about churn, about the behavior of people in different segments. All of this will bring you to optimizing the user experience on the website.
Moving from an opinion-based world to a fact-based one. Data doesn’t lie.
Tools for product and brand analysis
Internal Analysis:
- Google Analytics (you get a deeper understanding of your customers and their CJM);
- Social Media (how your consumer interacts with you);
- Ahrefs (pr articles, backlinks, website, where the brand is present, etc);
- hotjar (records consumer’s session).
Key GA metrics you should know:
- Acquisition overview;
- Social overview;
- Bounce rate;
- Traffic sources;
- Conversions;
- Interactions per visit;
- Exit pages;
- Goals.
Here you can find more about Facebook metrics and how to improve it.
Summary
Learning to take advantage of the data is crucial for modern business. That’s why hopefully this article will bring valuable upgrades to your approaches and make your brands and products even more prospering.
Author: Daria Kushnir
Editor: Lilly Zaremska