Data is central to any acquisition process. Analysing it informs all areas of a strategy and can be the life or death of a campaign.

Tracking and analytics sit at the very core of what we do - aiding and guiding us to continually improve campaign results. They fall within two camps for us – the ‘macro’ and the ‘micro’.

Macro strategy
Firstly, we use our in-house tools to track, monitor and analyse information about our clients' competitors, consumers and market.

We are able to see exactly what changes have occurred on a competitor's website, if they've generated a new link, added a new page, changed a title, increased their visibility in the natural search listings or dropped out of the pay-per-click (PPC) market altogether.

We also keep track of any references made about our clients or any of their products. This gives us insight into the plethora of information available in the rapidly dominating ‘user generated content’ areas and allows us to learn, respond and improve following the feedback generated.

Micro strategy
On the micro scale we analyse our own clients' websites and traffic. We know all the basics such as where customers came from, how long they've stayed, why they left and if they ever came back. We also monitor key metrics on a daily basis - click to conversion rate, abandonment, bounce rates, on page click tracking and much more.

These metrics really are the fruits of our labour. They bring to life and quantify our ability to drive the most relevant users possible to a site. They also help us to greet those users with the information they are looking for along with an all too easy conversion process.