In an effort to share insights from people using Quill Engage, we’re launching a Q&A series to profile how agencies, large organizations, and even bloggers are leveraging stories – or as we prefer to call them, narratives – to better understand their website data and analytics.
For our first interview, we caught up with the crew from 435 Digital in Chicago. Alex Bruner, Laura Fitzgerald and Lauren Hartman are all SEO Specialists at 435 Digital, a digital marketing agency for the Tribune Company. The three have 10+ years of combined experience using Google Analytics.
Q How important is Google Analytics to your everyday work?
A: Google Analytics helps guide the campaigns of all of 435 Digital’s clients. We leverage GA data to provide valuable reporting for our clients on a monthly basis.
Q: What is your biggest pain point using Google Analytics?
A: Educating clients to the meaning behind various Google Analytics key phrases and terms.
Q: How would you quantify the value of Quill Engage?
A: Quill Engage has been a helpful tool in summarizing monthly reporting in layman’s terms. The analytics summations are very helpful for our clients in understanding the success of their campaigns.
Q: How will you be using Quill Engage? What does the application provide that the Google Analytics dashboard does not?
A: We will be using Quill Engage to provide monthly report summaries explaining top-level metrics.
Q: What are the biggest benefits of using Quill Engage for your client and why?
A: Reporting is just one of the big things we spend our time doing each month to provide value for our clients. We learned quickly that clients felt confused without any kind of overview or summary to go along with our reporting, and, since it can be time-consuming to generate these customized summaries ourselves, we’ve been using Quill Engage to streamline our process. This way, we can continue to provide them with a quality overview while still looking through all the reporting details ourselves.
Q: Tell me about a day in your life—before and after Quill Engage.
A: We spend the first week of the month putting together reports to present to clients at our scheduled meetings. Before Quill Engage, we would spend a lot of time overanalyzing our summaries and making revisions. After Quill Engage, we now have a primer to help with these summaries and guide the process.
Q: If you had a list of ‘best-kept secrets’ [websites, books, coaches] you’d recommend, which would you include and why? What tips can you recommend?
A: We recommend reading the Google Analytics help files, that’s probably the thing that helps the most with reporting. GA does the best job and the content they provide is awesome.
Q: What are some hard-to-spot pitfalls that are critical to avoid?
A: Not understanding how Google Analytics works is the biggest thing. What’s important for us is making sure we know the segments we’re looking at and that we understand them compared to what the website traffic is doing. Especially as an SEO Specialist, your focus is really on search traffic, so if search is doing better than overall or visa versa, you better have an explanation.
Q: Looking out 3 to 5 years, what do you think will be the next big change in your industry?
A: It will be truly creating valuable content and understanding how to get it out through social media. Then analyzing how it relates to your entire online marketing plan.
Quill Engage offers an exciting glimpse into the future of Google Analytics Analysis and reporting. – Alex Bruner, SEO Specialist, 435 Digital