Google Analytics: In Brief
Google Analytics is the basis for so much that marketers do. It presents data about your marketing activity and website’s performance. There is some set up needed to ensure ecommerce is tracking properly, but once done, the data is invaluable. Info on setting up Google Analytics for hotels and hospitality.
Using Google Analytics is also free and accessible to all. They type of data you might use to profile your customers is in the “Audience” reports. If you find there is no date, you just need to click the blue “enable” button.
What can Google Analytics tell me about my customers?
Age – it's very important to know the typical age of your audience as it will dictate the language you use, the channel you use to communicate, and the types of offer you promote.
Gender – not always relevant to hospitality, compared to clothing retailers or other more gender specific businesses.
Location – it's useful to understand where your customers come from, so your campaign targeting can be there, rather than the whole country/world. It's accurate at the county level for most B2C, less so for business addresses.
Affinity – this data is more descriptive of the interests your web visitors have and can be used to create packages, promotions, social posts or blogs that reflect their interests.
In-market – data on what your web visitors are also shopping for.
Device – knowing which device visitors use (mobile, tablet or desktop) will again help you target your content. It's also vital to ensure the most used device gives the best web experiences, typically mobile.
Building audience profiles
The data in Google Analytics can be used to gain an understanding of your website visitor profiles. This will help you target your marketing, e.g. you can display ads to your demographic specifics; age, gender, location, device etc. You can also use the data to help inform creative content creation.