It’s true all businesses need to reach their desired audience. There are various methods and channels at our disposal that we can use. Whether you decide to engage in a paid search campaign or implement an SEO campaign you need appropriate KPI’s to judge your performance by.
“The goal is to turn data into information, and information into insight” – Carly Fiorina
The method I want to describe is how to integrate the REAN framework into a custom Google Analytics dashboard.
Reach, Engage, Activate, and Nurture was first coined by Xavier Blanc in 2006. Today we can use the REAN framework to construct a dashboard within Google Analytics to quickly gauge the performance of our digital marketing efforts. This web analytics measurement model will give you a macro level view into your marketing efforts and let you quickly pinpoint areas that need more attention.
Reach sources consist of the methods you use to attract people to your website. This source also includes how you raise awareness among your target audience.
When measuring for the reach model you want to be able to quickly evaluate all the methods from which you drive traffic to your website. Think about the business questions you want answered. For example: What are our top traffic sources in terms of volume? Where is our traffic coming from geographically?
How people interact with your business. Engage is the process before a point of action that helps your prospect come to a decision.
For this part of the REAN framework you want to think about how your searchers are engaging with your site. Keep in mind at this stage we are not measuring conversions quite yet. We want to look at engagement metrics such as, average time on site, page depth and bounce rate. Again, think about the business questions you are trying to answer. How engaged is each visitor segment? What are the top paths through our site? What are the most searched locations?
Activate means a person has taken a preferred point of action. Typical examples would include a person purchasing a product, a newsletter subscription or a sign-up.
During this stage of the REAN analytics model you want to think about the desired business outcomes that add value to your business. Some sample business questions could include: What are the number of purchases? What are the number of email subscriptions? What customer segments are downloading ebooks?
Nurture describes the method of retaining and re-engaging with activated consumers. The consumer is a person that has already taken at least one preferred point of action.
Nurture questions generally mean that the visitor is already a customer, lead or prospect. They have already completed a desired business action and by building a proper dashboard we can tell very quickly if we are engaging this audience appropriately. Some sample questions could include: number of leads to our CRM system? What is the email open rate? How much traffic is our email marketing campaign driving to our website?
Creating The REAN Dashboard in Google Analytics
Now that we got that out of the way let’s see how the REAN analytics model looks in practice. I was in a unique situation with a project I am helping out with. I have a lot of data, metrics etc coming in and no real process to conduct my initial analysis. Enter the REAN model. By using this model I identified various KPI’s and business questions I had and constructed my custom analytics dashboard around them.
Simply navigate to your reporting view in Google Analytics and click the ‘dashboard’ button
Then from here click ‘new dashboard’ and create your own custom set up based on the metrics you would like to measure.
With the REAN framework represented in my custom Google Analytics dashboard, I quickly get a macro overview of the current state of my digital marketing activities all in one view. This provides a variety of benefits:
- Easy comparisons between date ranges
- Spot trends quickly
- Identify areas that need improvement for each stage
This allows for easy comparisons between date ranges. If there is a downward trend I can quickly identify where I need to focus my efforts.
Good luck and happy analyzing!