How to use consumer data effectively for marketing decisions


Effective use of consumer data is the backbone of marketing personalization in today’s era. Tracking the consumer journey on your website helps you make better data-driven decisions and helps you serve consumers at all touch points.

The advent of technology has allowed marketers to build not one, but different customer personas of the people coming to their website. It helps them personalize and show relevant content to different sets of consumers.

Google Analytics has made it extremely easy for analysts and marketers to get an in-depth understanding of consumer behaviour. It is a web analytics tool that helps you automate consumer data collection and present comprehensive data reports. You can know everything from the age, gender, location, interests, device to the traffic sources that drive them to your website.

You can track every movement of the consumer on your website and easily track the consumer journey. You can use this consumer data to drive better conversions on your website.

But how do you capture a massive amount of data? Marketing tags become your best friend here.

Marketing tags are pieces of code placed on your website to track events and capture consumer behaviour. From page views to ad clicks to scrolls and conversions, marketing tags! If you don’t have a marketing tag fired on even one of your webpages, imagine the truckloads of data that you can lose out on and how adversely it can impact your conversations with your consumer. Hence, it is of vital importance, that you deploy and manage these marketing tags correctly.

Google Tag Manager is the most popular tag management tool available to deploy and manage tags at one place. It helps you trigger/fire your marketing tags on the website to capture the consumer journey. It is no surprise that tag management is considered one of the top marketing personalization investments. It collects and organizes volumes of undifferentiated data from marketing tags.

Google Tag Manager

This is how Google Tag Manager Works:

Data Source 1(website)– Google Tag Manager (marketing tags) — Data Source 2 (Google Analytics)

We have now established that the correct deployment of marketing tags is key to collecting accurate consumer data and making the most of it make marketing decisions. If you know how to use your consumer data correctly, it will help deliver personalized experiences and interactions to the consumers. It will also improve the customer experience at all touch points of their journey on the website.

But what if your tags are not deployed correctly? You lose irretrievable data. It will adversely affect decision making and customer experience. Let’s see the following scenario.

You are an analyst at a food delivery website. The summer season is coming up and you know people will order ice-creams almost daily based on previous trends. You fire an incorrect marketing tag on the search page of restaurants selling ice-cream. It captures incorrect page views. As a part of your marketing campaigns, you have planned to show people who have come to this search page an ad offering 25% the next day, for them to revisit you and buy the ice-cream. You launch the marketing campaign considering inaccurate data. You seem extremely poor conversion results for this campaign.

So, how do you ensure that you’re monitoring tags and fixing incorrect/missing/broken tags so that these mishaps do not happen? A website tag audit tool can be your best friend.

How can a tag audit tool help you to make the best use of consumer data?

Falcon is a website tag audit tool that crawls each web page of your website to give you a report of inaccurate deployment of marketing tags. It saves you the effort to manually check if each tag is deployed correctly. You can also schedule website scans on an hourly, weekly, monthly basis for getting updates on tag issues that need to be fixed.

Our Tag Analytics Reports give you a detailed view of missing, broken tags or duplicate page views for all pages of the website. If you can identify all webpages that have incorrectly deployed tags, you can immediately fix them and make sure they capture correct consumer data.

Accurate consumer data

Accurate consumer data — Effective Use of Consumer Data — Better Marketing Decisions

To track the specific pain points of the consumer journey, you can use Falcon’s Scenario Builder. Scenario builder is a series of actions performed on a given Domain and is responsible for processing and executing events on web pages.

You can build scenarios by specifying a sequence of action like “Go to”, “click on” my Button and so on and scan selectively over scanning the whole website.

By addressing and fixing the issues caused by marketing tags, which are most important to you in the consumer journey, you can use consumer data effectively to deliver seamless customer experience.

Falcon is your fix for all your “tag issues” and we recommend you take complete advantage of our free trial and do a website tag audit today!

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