| The bedrock of any engagement with Logan Tod & Co is the development of insight into the way different groups of people interact with websites, campaigns and the digital environment. Without genuinely high quality knowledge, any development plans or new strategies are likely to be misplaced.
Site effectiveness analysis
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Online marketing effectiveness
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Competitors & environment analysis and benchmarks
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Working of which online campaigns are really driving sales
Contrary to popular belief, online marketing is very hard to track and quantify properly. Many customers respond to more than one campaign, some respond to campaigns more than once, so how can you tell what did really drive sales?
It is this behaviour, coupled with tracking issues, that make most campaign performance and search marketing measurement inaccurate.
To mitigate this, the two major types of analysis work we undertake are:
- Search marketing effectiveness (SEO & PPC analysis)
- Campaign effectiveness (Banners, viral & email)
These analyses are not audits, but are designed to understand what works and what wastes money. The goal is to improve the effectiveness of future campaigns by changing the campaign or the landing pages.
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