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10th April 2019 Jacqueline Haxton

Audience data research #DigiLab

Emilie Barton, Marketing Coordinator at Pavilion Dance South West, explains how the Digital Lab has been an invaluable learning opportunity that’s helped develop her knowledge of Google Analytics and SEO.

I’m currently focusing on three areas as part of devising a new digital strategy for Pavilion Dance South West (PDSW).

  1. Raising general PDSW brand awareness
  2. How can we improve and develop our use of film across platforms?
  3. Developing a PDSW template for social media campaigns. What content works?

Meeting with my mentor Devon Smith was super helpful, as she helped me launch my ideas and hone my thoughts. We decided that my first experiment should receive the most attention, as taking on audience data research will supplement any further experiments. We also delved into how I understand my audiences, how I could group them, and who could be developed in their general awareness of the spectrum of work that PDSW does.

We found that there were two groups that I want to focus on, Classes and Live Performance. I also became aware of the data gaps that I had on these groups. So we set up some research questions to explore in Google Analytics:

  • How do these audiences behave?
  • What do these groups have in common and how do they differ from each other?
  • Do audiences who look at Classes web pages also look at Live Performance pages and vice versa?
  • What do these audiences search for/want to find?

After asking these questions and delving into Google Analytics (GA), I started to build some great data analysis. As an emerging marketeer, I wouldn’t say I was advanced in GA. So I’m finding the Digital Lab an invaluable learning opportunity to develop my knowledge.

I have discovered that one of the best ways to learn is just to start poking around and experimenting!

PDSW went through a box office and website change this year, so this also proved to be the perfect time to understand any differences in the way our data is reported in GA. Initial findings have to led to overcoming some small reporting problems. Other initial findings have led to instant change. For example, one website referral had much higher click throughs than I was expecting. My response was to make sure all details on this site were correct and looking great. This type of information is critical in knowing what actions are worth the time and resources.

Some findings

  • Classes audience make up 30% of all traffic in the last year.
  • Most classes traffic comes through organic search — a very useful SEO online session proved that our SEO is very good and people who are searching can find us easily. I can now work to keep up our SEO levels and allow our content to reflect what is being searched.
  • Live performance audiences referred on par: organic search, direct and social.
  • Facebook brings in 60% of all referrals for audiences looking at Live Performance webpages.
  • User journeys from social media are predominately on a mobile device.

Many of these stats are achieved through segmentation on GA. I picked up some great tips from Devon Smith in her Google Analytics online session.

Now that I have gathered a good amount of behaviour stats, I can make some evaluations on our audiences. This allows room for some basic surveys to be developed, which I hope will conclude with cause for action. Basic action is already happening as a result of my findings, which is great. I aim to experiment with some small developments (potentially could be very simple) which can aid in raising awareness of PDSW’s whole organisational picture.

Further ideas and plans

  • Explore the digital tools in Daniel Rowles ‘Digital Marketing Toolkit’ e.g. Klear.com / answerthepublic.com / analytics.google.com/analytics/academy/
  • Usability test anything new, especially website content.
  • Adding Google Surveys to the website.
  • Ask our audiences what they think.
  • Create content that answers the public’s questions.
  • Understand what user journey’s our audiences are going on.

Image courtesy of Pavilion Dance South West. Photograph Red Manhattan.

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