Focusing on Data Through the Beacon Libary

Focusing on Data Through the Beacon Library – Beacon Spotlight 23

Jeff Riddall Beacon Spotlight Leave a Comment

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Modern marketers have lots of data needs, which span across the variety of marketing campaigns (digital or otherwise) and channels they distribute content to. The primary goal for most is to quickly figure out which content and channels are delivering the biggest bang for the marketing buck. Do infographics produced shared by Jim, the rockstar influencer, on Twitter with links to a blog post perform the best or is time and money better spent running Google Adwords pointed to optimized landing pages with strong calls to action?

Marketing dollars are precious. Determining which channels are performing, or more importantly not performing, is often the difference between a successful campaign and a failed strategy. The quicker you can cut bait on an underperforming ad, piece of content or influencer, the better.

Every organization and industry has different metrics which matter to them. A channel which works for one may not work for another and vice versa. Digital marketing, at its core, is a build, optimize, test, measure and repeat proposition backed by . The challenge for many is there is too much data, noise and not enough focus. This was our rationale for developing Data Beacons to help illuminate and focus attention on the data which matters most.

The gShift Data Beacon library is an ever-evolving collection of focused data points, which are meant to be leveraged within custom Dashboards (e.g. by user (Marketing Manager, SEO, CMO), by campaign or by focus area (e.g. keyword, competitive, channel traffic) to provide insights and direction specific to individual campaigns or at a more holistic strategic level. In other words, to reveal the winners and the losers.

gShift Beacon Library


Beacons within the library are currently organized into 10 logical groups with some residing in multiple categories:

gShift Web Presence Comparison Beacon1. Agency/Enterprise

Beacons to be used within Agency/Enterprise level Dashboards to centrally report on data related to multiple Clients and/or Web Presences.

    • Web Presence Comparison (aka The “Red” Report)

Questions answered and insights gained: Which clients/presences do you need to pay attention to either because they are underperforming or they’re knocking it out of the park and you want to show them proof of your successful strategy?

gShift Activity Tracker Data Beacon2. Admin

Currently includes Activity related Beacons to report on the activities performed by User/Client. Activities in gShift can be used to keep track of any marketing tactics schedule or completed, which are then plotted on the Website Traffic Timeline in order to potentially see what effect those activities have had on site traffic.

    • Activity Tracker
    • Client Activity Time Tracker

For admins: Which clients/presences have not received enough attention this month or which account managers are not logging their completed activities?

For account managers: How do you best manage your time and which clients have been neglected which you should be focusing on?

gShift Website Conversion Analysis Data Beacon3. Analytics

Website traffic and conversion data to reveal where and when visitors are engaging with content and calls to action.

    • Configurable GA Data (Premium Paid Beacon)
    • Conversions by Channel
    • Top On-Site Content by Analytics¹
    • Website Conversion Analysis
    • Website Traffic by Channel
    • Website Traffic by Device
    • Website Traffic by Device by Channel
    • Website Traffic by Location
    • Website Traffic Timeline¹

Which channels, devices, locations are or are not delivering website traffic or conversions?

What traffic, conversion or bounce rate trends can you see and what can those be attributed to?

What is the top or underperforming content you need to focus attention on?

gShift Competitive Share of Voice Beacon4. Competitive

Comparing a web presence to its identified competitors in terms of organic visibility and traffic. Find out which competitors you should be paying attention to who are either outperforming your presence or are making significant gains. Then drill deeper into the gShift’s competitive data to find out why.

    • Competitive Keyword Position Distribution
    • Competitive Share of Voice¹
    • Competitive Visibility

How visible is your web presence relative to your top competitors?

Are there any competitors outperforming you or making significant gains? If so, what are they doing to accomplish this and how can you learn from them?

5. Content

Identifying which content to focus on based on keyword relevance, organic visibility and/or traffic.gShift Content Keywords Data Beacon

    • Content Keywords
    • Top Content by Visibility¹

What is you top and bottom performing content, which you should be focusing on building authority for and generating traffic to?

Which keywords is your content being found for and which ones should you be using in your content marketing campaigns?

gShift HTML/Image Beacon6. Design

Beacons enabling the customization and personalization of Dashboards and Dashboard Reports. Add logos, graphics, notes, reference sites, personalized greetings or other design and layout aspects.

    • Dashboard Buttons
    • Dashboard Clock
    • Dashboard Greeting
    • Dashboard Navigation
    • HTML or Page
    • Image
    • Page Break

How can you make your Dashboards more visually appealing and customized to fit your corporate branding?

How can you configure Dashboard Reports so they are easy to read, analyze and understand for you and your colleagues?

gShift Traffic Boost Analysis Beacon7. Discovery

Providing insight and visibility into the keywords, content and competitors which should be focused on. Predictive Beacons enable the creation of “what if” scenarios to justify the expense of time and resources on organic search marketing campaigns.

    • Advanced Discovered Keywords¹ (Premium Paid Beacon)
    • Discovered Competitors¹
    • Discovered Content¹
    • Discovered Keywords¹
    • Predictive Revenue Boost Analysis (Premium Paid Beacon)
    • Predictive Traffic Boost Analysis¹ (Premium Paid Beacon)

Which keywords, content and competitors should you be focusing your attention and resources on?

Which keywords are you or your competitors ranking for which you don’t know about?

What increases in traffic and/or revenues can you expect by focusing on improving the position, visibility and/or click through rate of specific groups of keywords and content?

How do you justify your SEO budget?

Keyword Kluster Visibility Data Beacon8. Keywords

Identifying which keywords (by kluster) to focus on based on keyword positions and/or relative organic visibility. Figure out which keywords or keyword klusters are performing the best or worst and then drill down into the more detailed individual keyword data to find out why along with which keywords/content to focus on.

    • 3D Keyword Kluster Positions
    • Keyword Kluster Positions
    • Keyword Kluster Visibility
    • Keyword Position and Volume Comparison¹
    • Keyword Position Comparison Graph
    • Visibility Score Gauge¹

Which keywords and content should you be focusing on based on position, existing authority, search volume and competition?

Which groups of keywords are your top and bottom performers?

How are your keyword groups and specific keywords performing over a specified period of time?

kontextURL Generic Data Beacon - Bar Graph9. kontextURLs

Providing insight into the real-time engagement of off-site content, on-site content and conversion paths powered by gShift’s smart URL solution. Which content, shared by whom and through which channels is performing the best or worst?

    • Conversion Path Data
    • Generic Data Graph
    • Geographic Distribution Data
    • Real-Time Ticker Graph

How is your off-site (and on-site) content performing?

Which are your top and bottom performing channels, content types or influencers?

Where in the world are people engaging with your off-site content?

What devices are people consuming your off-site content on?

Are people taking the desired path(s) you have created from a starting piece of content (e.g. ad, blog post) through to a conversion point (e.g. shopping cart checkout, form submission, document download)?

Do you have any stranded off-site content, which does not lead buyers into your sales funnel?

gShift Facebook Ad Beacon10. Social

Beacons focused on social signals (Likes, Shares, Comments) and traffic from social networks, including two Facebook Ad Beacons.

    • Facebook Campaigns (Premium Paid Beacons)
    • Social Signals and Metrics

How well are your paid Facebook ads and campaigns performing?

Which channels are seeing the most/least social engagement?

Which channels are driving the most or least traffic?

¹Beacons included in the main gShift Web Presence Overview Dashboard. This Dashboard can be custom configured to include any other Beacons listed.

A full breakdown of this library, including detailed descriptions and screenshots for each Beacon can be found at Beacon Library here. Additional Standard and Premium Beacons in these, along with other relevant and emerging digital marketing categories, are on the gShift roadmap and will be added to the library over time. Or perhaps you have another external data need?

Custom Beacons, which pull in data from 3rd party sources like CRMs or Call Tracking solutions can also be developed and dropped into any custom Dashboard. The end goal of Dashboards is to help marketers pull all of the information and insights they need to more efficiently do their day-to-day jobs and more effectively report on their campaigns under one umbrella.

Now ask yourself a few more questions:

How are you currently making decisions on where to focus your limited time and resources?

Do you currently use any marketing dashboards and, if so, do your dashboards show you how to make actionable decisions?

What data do you use or would you like to have access to, which would save you time or enable you to compare and better understand the performance of your campaigns and overall strategy?

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