RAAK_Blog-Header_ Reporting-Analytics

How to use Google Analytics Content Grouping to analyse behavior behind the click

Strictly speaking, email isn't a medium on its own. It's merely an interface, a traffic driver to online content and just the first stepin a customer journey. Therefore it's essential to not only track CTR, but also to closely follow website behavior. (be sure to check what we posted on that subject earlier: “Focus on the customer journey, not the click”).

You can do that by combining email metrics with web metrics, which allows you to deploy a cross-channel analysis on content preference, conversions, paths, etc.

If you use Google Analytics for the web part, a new feature now allows you to analyse groups of content instead of individual pages, giving you a much better insight in customer interest. This Content Grouping functionality is particularly helpful when sending e-newsletters on multiple topics and content categories and/or when your email builds traffic to a content-heavy website. It will provide you with a better insight into which categories work best and the specific areas of interest of your contacts. That's a richer range of information than data on single page visits could ever give you.

These insights, combined with the email engagement metrics (also read our post “Ever enhanced the value of your email data with RFM scoring?”), will help you define the most valuable and relevant content topics and increase their weight in email editorial planning.

Conclusion

Try analyzing grouped content instead of single page content. It will give you a much more valuable set of information to combine with your email engagement metrics.

Posted on
Jan 16, 2014
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