Combining
website’s first party data with the third party data, also known as the process
of audience enrichment, is a much discussed topic in the world of SEO. One of
the examples of derivation of such kind of stats can be elaborated with the
help of an image below.
The
image mentions the progress made against total spending on paid searches from
2013 to 2016. Another image describes increase in total spending per annum on
paid advertisements on Facebook.
This retrieval of third party data is a common practice that
many big companies perform but using these metrics to guide chiropractic SEO
strategy into right direction for the purpose of overall business growth is
something that most of the businesses don’t do.
The major problem lies in developing the
effective strategies. The business that are either new or the ones that have
recently shifted their focus towards digital marketing fail to use third party
data in order to improve first party statistics. The only way out seems to be
the implementation of audience-led strategy in which the SEO focus is based
totally on third party information.
Analyzing audience
behavior
A few years ago, it was thought to be impossible for the
marketers to gather information regarding behavior of audience and use that
information for developing SEO strategy to enhance business goals. The major
reason was unavailability of combined options; so the marketers, trying to
implement audience-led marketing strategies, had to work manually on separate
aspects make the digital marketing a bit audience oriented.
Today, thanks to the development in machine learning, the
infrastructure and tool kits are cheaper and smarter enough to enable marketers
to gather third party information in very short time. The customization options
in these tool kits allow marketers to build data analysis stacks. Many tools
even provide marketing solutions based on information gathered.
A graphical illustration in the image below
shows the potential of basic elements to use data analysis stack for the
purpose of creating connection between customer behavior and the marketing
channels.
Once the areas start interacting with each other according
to the model showed above, it will become easier for you to tag different
marketing trends with different behaviors, enabling you to developed more
sophisticated but dynamic marketing strategy that would bring profitability
through different channels.
Using mobile data to derive third part
information is more complicated because the process of lead conversion into
sales, that also involves traffic from mobile, can be divided into several
sessions created on different devices. The analytics in this aspect should be
able tell that a particular customer who ordered today for a specific product
is the same person who checked the ad of this product yesterday on Facebook. It
can only happen with the help of exploring third party information using more
dynamic techniques.
