Keeping track of Cause and Effect

Beacon Spotlight 14: Keeping Track of Cause and Effect

Jeff Riddall Beacon Spotlight Leave a Comment

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Agencies and brand marketing teams alike perform innumerable tasks on a regular basis, all with the aim of improving their key digital marketing metrics; more impressions, more visits, more pageviews, less bounces, more conversions. Logging the time spent on each of those tasks and drawing insights around the effect they’ve had on metrics and KPIs, either individually or in aggregate can be a challenge. However, the transparency of marketing activities is an important part of justifying them and the budgets associated. An agency looking for additional time/dollars for the administration and implementation of SEO, paid, social or any other campaigns need to be able to prove to clients the additional time will provide a meaningful return on the investment.

However, the transparency of marketing activities is an important part of justifying them and the budgets associated. An agency looking for additional time/dollars for the administration and implementation of SEO, paid, social or any other campaigns need to be able to prove to clients the additional time will provide a meaningful return on the investment.

gShift has developed a few Beacons which leverage and report on whatever marketing activities agencies or marketing departments wish to track and report on. Activities can be assigned to specific users, be given due dates, have time recorded against them and then be reported on accordingly. Individual users can monitor their own tasks across multiple clients/web presences, while administrators can manage/monitor all users tasks globally across all clients/presences.

Activity Tracking Beacon

gShift Activity Tracker Data Beacon

Beacon Type – Admin

Question Answered – What activities (by Activity Type and User) are due within a specified date range?

This simple, but powerful data beacon has been designed enable Users or Admins to list and check the status and Due Date of assigned Activities by User at an Agency, Client or Web Presence level. Users can click through on any Activity to view and update details, where applicable or download Activity details in either .CSV or .ics calendar format.

Client Activity Time Tracking Beacon

gShift Client Activity Time Tracking Beacon

Beacon Type – Admin

Question Answered – How much Activity time has been spent by Client within a specified time period?

As marketers and account managers juggle multiple clients and web presences, it can be difficult to keep tabs on how much time has been spent on each one. This Data Beacon displays a breakdown of Activity Time Spent per Client for a selected Date Range. Access to this Beacon and the data it holds can be restricted by user, so Admins can monitor all users/client while account managers see only their assigned clients.

Website Traffic Timeline Beacon

Website Traffic Timeline Beacon

Beacon Type – Analytics

Question Answered – Which completed activities or global events caused a notable changed in website sessions, pageview, conversions or bounces?

Beyond simply tracking time spent, the other primary reason for logging activities in gShift is to be able to map the cause and effect of completing specific marketing tasks. While some SEO activities may take time and provide no easily discernible traffic spike, the effect of others such as content posts, press releases or email campaigns should be readily identifiable. What better visualization can a marketer, seeking additional resources to replicate a successful initiative, ask for?

These Data Beacons used together are must-haves for Agency/Enterprise level dashboards, where monitoring and prioritizing daily, weekly and monthly digital marketing initiatives are the main focus.

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