Analytics, optimisation and marketing

Web-page development does not end to its publication. Instead only after the release you can start creating a successful service by utilising systematic and continuous analytics, optimisation and marketing. Web-service’s growth is like making science: Instead of guessing you guide, optimise and improve the service based on data and experiments. The worst option is to leave the service alone and believe results generate themselves.

Success stories are not coincidences: They are the results of utilising analytics, continuous optimising as well as efficient and creative marketing.

Being humane creates growth

During the webs history many new technologies, services, marketing tricks and other innovations have been introduced at an increasing rate. Excluding trends one thing has remained crucial: Services are made for people. You can use ridiculous amounts of money to actors who focus on advertising, technological improvements or introduce new marketing systems. But are you aware of basic facts such as what your services usability is like or do your committed service related changes create any business benefits?

Smiling customers is the best strategic option for long term growth and this is why in analytics, optimisation and marketing our main focus is being user centralised. Customer experience, user experience and every digital encounter has to stand out from others in a positive way. There no one type of end user but web service users are individuals. Almost always those responsible of service management have false beliefs of what end user experience is actually like. Without understanding web-service usage it is impossible to guide it towards growth.

Analytics is the foundation for all doing

Step toward web-service growth and results originates from decision making based on data. Instead of guessing we measure, test and check analytics to find out how things really are. Analytics are used to develop, optimise and digitally market a service. We also use usability tests to support analytics to better understand the results.

Just gathering data is not enough. To work properly as results of analytics there has to be cost efficient actions that affect business or web-service goals. Analytics can be easily accessed for example by using Google Analytics or Piwik services. Deployment of these services will be easy but identifying the couple critically important meters and converting the mass of data into actions and benefits is the hard part.

Optimising makes and saves money

There are only two ways how a web-service can improve its profits: 1) By bringing more customers or 2) making the service more efficient. If we imagine that a web-store has 35 000 visitors per month from whom 2% buys a product worth 10 € having 10 000 new visitors will increase profits by 2000 euros. If instead we can boost the visitor to customer rate of the 35 000 visitors by 1% the extra benefits are 3500 euros. Optimising means more results with the same resources.

Optimising includes both web-service and marketing. Web-service optimising stands for those functions that use analytics, testing and customer feedback to locate bottlenecks, improve lackluster functions and iterate customer paths. By optimising a web-store’s purchase funnel it is possible to gain more profit with the same amount of visitors. This also works vice versa: Without optimisation it is possible you will continuously lose money and your web-service is not providing to its full potential.

Inbuilt digital marketing

If no-ones knows about a web-service it does not exist. In digital marketing the impact of marketing on the web is continuously monitored. Resources are focused on those functions that are proven effective while trying to get rid of the ones that are ineffective – It is all about scientific marketing. There are many digital marketing tools but for us the goal is to find efficient and easy to use tools so that marketing can focus on crafting and executing brilliant ideas.

Marketing and digital service development belong together. Separating marketing from digital services is a remnant of the old times. Better results can be achieved when several marketing functions are inbuilt to the service from the beginning. Unlike in traditional marketing our solutions are not limited to certain marketing system limitations since we are also creating custom completely unique solutions.

Growth hacking is test marketing lead by data. The main goal is growth. Unique campaigns often use potent technological expertise. Growth hacking is not a one trick miracle but a result of long-term work and systematic testing while improving your service.


How can we help?

Juha Salo

Head of Digital Marketing & Engineering

Business Analytics, internet marketing

+358 50 340 7014

Pekka Koskinen BW pallo

Pekka Koskinen

Director of Business Developement

Business Analytics, internet marketing

+358 40 590 5670


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