Turn raw data into decisions that move the needle

Data plays a pivotal role in enabling brand sales and marketing teams to make sound decisions. Data analysis provides the fundamental elements required to formulate growth strategies. Key information such as the number of website visitors, the channels they arrive from, the pages they interact with, and the points at which they drop off, serves as the building blocks of a growth strategy. Consequently, web analytics efforts form a critical foundation not merely for generating reports, but for truly understanding business performance. At Kriko, we begin the process by collaboratively evaluating your brand's measurement needs, existing setups, data sources, and reporting expectations. By doing so, we transform the analysis process from a purely technical task into a hub for collaborative decision-making among teams.

What Is Data Analysis?

Data analysis can be defined as the process of tracking and interpreting the digital footprints of websites, with the aim of improving their search engine performance, and making strategic decisions based on those insights. In the world of SEO, data analysis replaces guesswork or intuition with hard data. Data regarding user behavior, search engine bots, and conversion rates constitutes the most valuable information for charting a strategic roadmap. In short, for us at Kriko, data represents the most reliable way to allocate your brand's budget to the right channels and ensure a strong ROI (Return on Investment).

Key Points to be Considered During Data Analysis

• Identifying Opportunities: Before drafting a strategic roadmap, a brand health check is initiated. This process answers questions such as which keywords are stuck on the second page and how they can be moved to the first page through proper optimization.
• Saving Budget & Time: Data analysis reveals where resources can generate the greatest impact. By identifying underperforming initiatives or those failing to deliver expected results and prioritizing areas that yield quick wins, budgets and time can be utilized more efficiently.
• Understanding User Experience: We analyze the search queries users employ to reach the site, the pages where they spend the most time, and the points where they exit. This fosters a better understanding of user needs and behaviors, allowing for the optimization of content, page structure, and the user journey based on these insights.
• Monitoring Algorithm Updates: We regularly track changes in organic traffic, visibility, and rankings to assess the potential impact of algorithm updates. This enables a more accurate interpretation of performance fluctuations and allows for rapid adjustments to the SEO strategy when necessary.

Key Data Types We Analyze

At Kriko, the core data types we analyze for the brands we work with include traffic and acquisition, keyword performance, technical SEO data, conversion rates, and content and behavioral data. For instance, we examine the channels, devices, and regions driving most a brand's organic traffic. Additionally, we place great importance on the keywords for which the website ranks, as well as their search volumes, click-through rates, and impression counts. Throughout the process, we also examine the website's crawl errors, site speed, mobile compatibility, and indexing status. Finally, we track how much organic traffic converts into sales, form submissions, or memberships, as the ultimate success of SEO relies on these metrics.

What Is an Insight?

An insight refers to making sense of the human behavior, needs, and true intent behind raw data. In other words, while data shows what is happening, an insight helps us understand why it is happening and what actions can be taken. For instance, if the search volume for a specific keyword drops while long-tail queries expressing the same need are on the rise, we can gain the insight that user search patterns are shifting. Based on this insight, the content strategy can be updated to align with these new search behaviors. For us at Kriko, the importance of insights lies in their ability to help us understand the underlying sentiment or problem behind the words users type into search engines. Furthermore, insight-driven work is extremely beneficial for gaining a competitive edge, by targeting unmet needs rather than just high-volume keywords, as well as for establishing a sound content strategy and boosting conversion rates. To uncover these insights, the best approach is to analyze search queries, review support channels, examine forums and social media accounts, and, of course, conduct competitor analysis.

Our Data, Analysis & Insight Services

GA4 Setup & Measurement

• Establishing the event architecture
• Configuring event parameters
• Defining conversions
• Creating audience configurations
• Configuring channel groupings
• Implementing BigQuery integration
• Measuring form submissions
• Tracking phone click-to-calls
• Measuring membership and registration processes
• Tracking cart steps
• Measuring purchase transactions
• Tracking lead quality
• Defining and measuring micro-conversions

Dashboard Creation and Reporting

• Preparing Looker Studio dashboards
• Incorporating BigQuery data into the reporting system
• Implementing Google Sheets integrations
• Integrating CRM data into the reporting structure
• Consolidating data from advertising platforms
• Preparing executive summaries
• Reporting on channel performance
• Tracking campaign results
• Creating conversion funnels
• Reporting on e-commerce metrics
• Preparing user behavior dashboards
• Creating custom dashboards and reports

Web Analytics Maintenance and Data Quality

• Regularly checking data consistency
• Auditing event flows
• Verifying report functionality
• Checking the impact of new page and site structures on measurement
• Auditing campaign parameters
• Checking Consent Mode settings
• Auditing server-side tagging structures
• Checking the impact of third-party tools on the measurement system
• Monitoring changes in form and payment steps
• Regularly checking tags
• Auditing the relationship between cookie consents and measurement
• Comparison with historical periods, maintaining a comparable data structure