Digital Market Research in times of crisis like COVID 19

Ludovic SALENNE, Digital Marketer, Blogger and Sébastien VITU, Salesman, Consultant Inbound marketer offer you this aperitif webinar, in which they are answering participants‘ questions about digital market research.

 

 

 

 

 

The original digital market research (prospection digitale) webinar is in the French language only and can be viewed as a replay at this link.

Please note I have not dissociated the answers from Ludovic or from Sébastien in the replies. You will simply get both of their answers to each question.

So, now let’s get started with the Digital Market Research Q & A.

• How to do digital market research without being too intrusive during the coronavirus crisis?

I hope as a salesperson, you haven’t stopped doing your offline and digital market research, because two months without turnover starts to be too long. Besides, if you still hesitated to do it after the deconfinement, you would have put your company financial health at risk. So, yes, you do need to carry on doing your market research.

The challenge is to stop talking about ‘You and your product(s)/service(s)’ and this is the real topic. This is the central theme we will be talking about tonight. Do not get into your sales pitch! These messages are currently inaudible to your potential customers because the situation is different. They have other things to think about than pouring money down the drain. Your potential customers think first about saving money rather than spending it.

Remember that regardless of the situation, the prospective customers base their decision in the grip of emotion. They then try to rationalise it, validate it to be sure they make the right choice.

Consequently, you must bring up with your prospective customer their context, their problems, their daily issues related to the economic recession. In other terms, you need to get them to admit to their negative emotions they feel in this situation. The goal for you is to have enough elements to bring value to them and incite them to visualise their positive emotions they could sense, instead of the negative ones, if they were working with you. Understand their objectives and position yourself with unbiased and benevolent solutions (Quite obviously, too much benevolence isn’t helpful to your business)…. This allows them to think and bring them progressively towards the positive emotions they would have if they trusted you.

It is necessary to adapt the message. We surely represent companies but we are also human beings talking to other human beings. We need to be present in both good and bad times for them. Remember, people buy things because they are afraid to lose money or afraid of not making enough money. If they buy things from you, it’s because it’s to do things that will interest them in.

For the older crowd out there, let me give you an example. When you talk to potential customers, you present them the flower from the Mario Bros (Nintendo Ness video game), it’s great. But if you talk to them about Maria throwing fireballs, you will interest them in. Let me explain what I mean. Mario, when he is very small and vulnerable, he feels anxious, which is a negative emotion. At that point, you could help him visualise the self-esteem boost he would get by eating this flower and throwing fireballs to get him to grow up, double his size.

• Would communicating in one’s own name instead of the company’s name be more relevant and human in these circumstances?

This is what we call ‘Personal Branding‘ or ‘Employee Advocacy’ is the real solution but not only in the case of COVID 19.

In fact, if you are into B to B (Business to Business), your potential customers don’t look for a brand or a solution, they look for a person they can trust, who demonstrates he/she is the right person to help them reach their goals. In both B to B and B to C (Business to Customers), the relationship is very much human beings to human beings.

To come back to the Coronavirus, Harvard Business Review analysed the 3 last recession periods, in order to highlight companies‘ financial health trends and to detail companies‘ behaviours in recession times.  Their post helps you understand what is the position with your clients and the different company profiles there are going to be.

They will be defensive companies like the likes of Airbnb, which will reduce costs and budgets by laying off a quarter of its staff. In recession cases, other companies will, contrarily, invest a lot more into finding new opportunities and generating turnover and covering their sales team.

The challenge for your company is to mix defense and attack and find the right balance to adapt to the different events you will encounter during this COVID 19 crisis.

• This question is a little ironic but does make sense too. Is beer a good vehicle to sell?

We are offering this aperitif webinar format based on the aperitif online meetups you may find in your cities. The aim is to forget a bit of our context and offer more closeness, to show authenticity like in real life. This moment will be used to create affinities with you and potentially initiate deeper relationships with you. Obviously, there will be an impact, maybe you will continue to come to us to meet up more often on the web, maybe you will share more our articles or contact us to work with us.  So, to conclude, does authenticity sell? The answer is, yes it does.

• How to be visible and striking on Linkedin? How to grab the attention of potential customers and get them to contact us?

Connecting with people on Linkedin is very easy. But after the first connection, ie getting in touch with, creating links, and convincing them to go further than a Linkedin connection, it’s much more difficult.

To chase contacts on Linkedin to widen one’s own network, sure it’s good, but it’s a vanity metric to boost ones’ own ego. Concretely, if you stop there, there will be no impact on your turnover. To resolve this, the challenge is to avoid copying and pasting standard messages on social media networks. Beyond this, the vast majority of people you contacted on the spot (75%) in your market research, are not ready to buy. They are not ready to listen to you talking about your products, yourself, and even less so in the current situation.

To go back to previous examples, market research off and online are the same. If you send a sales message straight off connecting with someone, you are sending a ‘purchase decision’ message to a person that is already very mature/advanced in the buying process. But to be fair, it’s probably only the quarter of your target market, which is at this purchasing stage. In 75% of cases, you will either get no answer or negative answers. You will generate frustration on the part of your new contact.

Instead, bring value by sharing content bringing up solutions, or answers to questions potential customers are asking themselves. Do not forget that Linkedin is a social network and is not your  CRM. You can connect with people in your second and third-degree contacts to go further than your first contacts’ network.

If you go in the real-life and shake your potential customers’ hand and say ‘Hi, my name is XYZ, I sell you digital marketing solutions’. This is very likely going to fail. Similarly, even if your product has 10 amazing characteristics, if you don’t listen to the person in front of you to figure out what is interesting them in what you do, it will be useless. Listening will make a difference.

So, personally, before contacting potential customers on Linkedin, I’m used to checking what they are doing, what kind of content they share, the questions they ask in discussion forums. Generally, once I have done that, I have content that responds to their questions in the discussion forum. Then, I contact them through private messages by saying ‘Hi XYZ, I have seen that you asked a question related to my issue, which I understand very well because it’s also the same one as my clients. So, it gave me the idea to write a post and offer you to read it. In this post, I offer you solutions that are unbiased and allow you to resolve your problem’.

When you do that, you do not push unwanted information in front of them, you bring a solution to their problem. And here, you activate a very powerful psychological, which is the ‘reciprocity principle’. Let me further explain. If you invite me for dinner, afterward I will feel obliged to return you the favour. You will then have a response and a relationship will be created. You need to give before receiving/requesting something. Besides, you show interest in your contacts and in what they do.

On social media, you can like their posts, respond to things they have written, or find information with social listening and monitoring tools, it’s very important because it proves you are showing interest in what they do and who they are. On this point, I recommend you to read the book ‘Jab jab jab hook’ from Gary Vaynerchuck.

• How to qualify a database file on the internet ?

When you take a contact database for sales pitches, there are about 75% of them which aren’t interested in it. In the 100 emails you sent, you may get 4-5 people opening it and zero return. So, when you buy a contact database, you will need to send the right message, at the right person and at the right time. For this, you will need to know, in which context and stage in the buying funnel is the person you are contacting.

When you buy a database on Kompass, you do not have such information. In order to gain this knowledge, the best way to go about it is to set up a series of emails, which will allow you to determine if the potential customers are at the beginning, middle or end of their purchasing cycle. That way, you can send them the right messages with answers to their questions and the right content suited to their purchasing stage. According to the information you will track (clicks on links), you will know which type of content they have interest in and at which stage. If the potential customers clicked on content related to a purchasing decision, you can call them.

The challenge is to send emails with different options of content to determine according to their behaviours, at which stage they are. Do not keep unnecessary contacts, or you risk being blacklisted by the servers when contacting them. A target is a person, not a company. You must do your homework by establishing your persona. You need to understand precisely who are your ideal clients and clients’ issues…These are questions you must answer creating your persona.

• How many reminders should we send to a potential customer?

There is no definite answer to this, but I would say around 10, depending on the customer purchasing stage and their contact preferences (social media, emails, phone). It is worth choosing and testing different tools and vary channels. Remember to bring value during the whole sales cycle. The sales cycle is the average time for a client to sign a contract.

• Should I create a blog or a website ? Should I integrate the blog in the site or should I keep it detached?

You need both:

– A website to showcase your solutions, your company, ie a ‘showcase website’.

– A blog to publish regular content bringing value and answering to problems your potential clients are facing during their purchasing cycle.

The challenge is to be well ranked on Google to attract more visitors and ensure your visitors have to do the least clicks as possible to do, in order to be converted into a potential customer. Consequently, I highly recommend you to integrate your blog(s) into your website, keeping the same domain name. This will allow you to attract more visitors and bring them into the conversion funnel. In turns, you will be able to convert them into potential customers or LinkedIn contacts.

• For the Search Engine Optimisation (SEO), I thought it was necessary to have different domain names to optimise BACKLINKS?

If your domain name is ranked lower than 40, the link bringing you to your website will have very low value. Having a good domain authority is complicated. It depends heavily on how many pages you have on your website. To have high ranked domains is good, however, having several low ranked domains isn’t.

• Google is no longer a search engine but a response engine.

80% of our traffic comes from search engines. The issue is, soon Google won’t suffice. Especially since Google’s main objective is to bring users’ answers directly into the search results without needing them to click on any links. Furthermore, questions asked to vocal assistants are replied to directly without generating internet traffic. We will have to give another battle than the search engine optimisation one.

We need to think about grasping people’s attention and creating a community to gain regular, engaged, trusted traffic. The targets are to generate authenticity, bring closeness and build relationships. You can get their attention through videos, video-conferences, podcasts, webinars. Social media can be used to bring the right person in front of the salesperson. In B to B, other channels to consider are trade fairs, emails, and phone calls.

• Which tool to use, in order to centralise our actions ? Hubspot or Sendinblue for beginners?

I do not recommend Excel, as it’s too complicated to update. The simple answer is Customer Relationship Management (CRM). If you are short with money, you can get free CRM solutions like Hubspot. Hubspot is well done with:  complete contact forms, behaviour patterns’ tracking, to follow the evolution of your contacts after marketing or sales actions you completed. Hubspot will also send you notifications when emails are opened.

Sendinblue is also fine. Either or CRM solution is fine, it very much depends on your goals.

You may as well invest in low priced CRM solution around 15-20 Euros a month.

• Is it necessary to have a Premium Linkedin account?

No, it’s not necessary. To make good use of Linkedin, you need to have a sufficiently large network of around +500 contacts, with a maximum of people in the second-degree contacts. Over the +500 contacts, you can reach more people. Under that, Linkedin will limit the access to functionalities for everyone who isn’t in your network from the 3rd degree. But, if you have second-degree contacts, they can put in contact with someone from the 3rd degree. That way, you can send private messages, connection invitations…

The second solution is to share qualified/relevant content which will increase your number of contacts. This said, investing into a tool can be worth it.

• What are the techniques to make an attractive and efficient Email LIST BUILDING campaign ?

The point is to pretend it’s a one-to-one conversation, the same way you would do with friends, colleagues, or relatives. We have personally stopped adding images in emails because this is not the way people send personal emails. Tip to increase your opening rate very quickly: fill in what we call the ‘pre-header’, ie the email preview. I also encourage you to use the ACCR method for your email list building campaign.

The second technique is to use the ‘last attempt’ trick. For example, you send them the questions ‘Are you still interested in…? This is the last chance to avail of this offer…’. We then grant the ‘rarity/loss principle’. In other terms, customers may feel they will miss out on something if they don’t take action. This is based on psychological biases.

• I use a lot of long-tail keywords for my site but I don’t get traffic. Why?

It is very likely that the keywords which you are ranked for aren’t the ones talking about you. Remember to think about problems and answers, rather than about your business and products. Keywords must be relevant to the problems your target market is facing, and what they are searching for on Google.

Digital asset management: What is it, and why do you need it?

Following on the blog post on ‘Harness the Power of Marketing Campaign Orchestration‘, this new article adds an extra layer to the before mentioned article.

The below article about ‘Digital asset management’ was written by Jesper Faurby, Founder & Partner @Filecamp. Jesper is an entrepreneur with a background in graphic design and IT. Jesper’s understanding of what creative businesses need, and importantly don’t need, is what drives his work at Filecamp.

For years, major businesses have been relying on Digital asset management systems (also called DAMs) to organise their digital assets. Now that digital asset management systems have become more customisable and with a greater range in prices and features, it’s time to ask: Is digital asset management right for your business? Find out whether you too can secure a competitive advantage by centralising all your assets sooner than later.

Stop me if this sounds familiar:

Your business relies on pulling a wide variety of assets from multiple spaces every day, whether that’s documents, videos, and/or photos. Maybe you work with multiple clients, and each of them has rigorous branding standards while working on tight deadlines…

…and you’re using some combination of Google Drive and/or Dropbox to organise all your client assets into separate folders.

It’s understandable.

In today’s economic landscape, it’s safe to say that most businesses rely on bootstrapping, in one form or another, to cut costs. This means using free tools and hiring remote freelancers from other countries has become common practice.

But when you have to manage dozens of individual brands working in different industries, with remote teams of 10+, each with different roles and access, you’re in trouble.

And if you’ve experienced any of these pains before, then Digital Asset Management might just be the answer you’ve been looking for.

1. What constitutes a digital asset?

Any media content can be defined as a digital asset, but this definition is incomplete.

According to Digital Asset Management (DAM) expert Theresa Regli, such an asset must be accompanied by metadata. This metadata can range from the very basics (e.g., the name of the asset and its date of creation) to include more comprehensive details such as tags, which not only facilitate searchability, but empower users to find an asset as quickly as possible.

Digital assets come in several forms, but the most common ones include images, videos, and documents. And with many roles involved, with numerous permissions, versions, and so on, it quickly becomes apparent that there must be a way to organise all these assets to make use of this data most effectively.

And this is where DAM comes in.

2. What is digital asset management?

Digital asset management (DAM) is a system that lets you organize your assets quickly and efficiently. Think of it as a library, where all the information you need is accessible at your fingertips. (And sometimes, literally at a glance.)

This means, with a single click, you can determine whether you’re about to use the correct version of a client’s jingle in an ad, as well as its usage rights. Another major benefit is that this means you can maximize the value of each of your assets because you can re-purpose them and extend their life cycle:

Sounds excellent, right? But believe it or not, DAM services have actually been around for quite some time, and have only become a major service offering in the past several years.

Let’s go over the various types of DAM, as well as a few examples.

3. Types of DAM

There are many types of DAM software, and before diving into them, it would be wise to first make a couple distinctions:

1. DAMs can be either client-facing, strictly for internal use, or a combination of both.
2. You can also have SAAS (software-as-a-service) DAMs (like Filecamp), and you have on-site DAMs, or some combination of the two.

It really depends on your needs, which we discuss in greater detail in the next section. For now, DAMs generally fall under one of these 4 categories:

1. A library or archive for bulk storage of visual assets, like 3D models, photographs, and webinar clips.
2. A system to ensure brand consistency. Such a system would function by granting access only to specific team members, keeping brand assets like fonts and logos consistent and up to date, to be used for the correct placements (e.g., on packaging versus for the web).
3. For production management, to facilitate the management of assets with various deadlines, to be combined together or to be presented separately.
4. As a service provider for digital content consumption (e.g., images or movies). (One need look no further than Pinterest or Netflix as examples, which rely on gorgeous and user-intuitive client-facing DAM systems.)

Every single type listed here fulfills the following general purposes:

• Project management (which is basically what DAM is designed to optimize)
• Ensuring a smooth workflow
• Collaboration benefits, especially for remote teams working on tight deadlines
• Revisions, keeping assets up to date, and controlled access

Now that we’ve covered the basics, let’s dig a little deeper into who stands to benefit the most from DAMs. And if that’s not enough, I’ve made sure to cover each and every single benefit you can think of.

4. Why do you need digital asset management?

Because DAM software isn’t designed for everyone to use, let’s first take a look at which roles and/or types of businesses stand to gain the most from leveraging a DAM system.

5. Who stands to benefit the most from DAM?

If you have an inkling that you could be getting much more out of your assets if only you could get them better organised seamlessly into your workflow, then you just might need DAM.

Regardless of whether you’re a startup, a medium-sized enterprise, or a major international brand, effective DAM can consolidate all your digital assets into a single place, resulting in maximum efficiency for asset use.

Advertising & Design professionals

Architects & Engineers

Fashion Brands

Freelancers

Marketing teams

Marketing + Sales teams

Media and publishing

Photographers

Printers

Web Agencies

There are several other roles that might benefit from DAM use, such as your legal or accounting teams, or freelancers you’ve hired who need access to very specific assets, so let’s now move onto the benefits.

6. Benefits of DAM

The main benefit of DAM is optimal organisation—and this is the central promise of every DAM platform. This means that a solid DAM software can empower literally anyone to understand the assets at a glance and get started.

So the question becomes: “How does each DAM deliver these services?” Let’s take a closer look at some of the features and benefits of DAMs.

Granular access: At the very least, a solid DAM software empowers you to enable different levels of access to your clients and partners, so that they can access only the specific files and folders intended.

Multiple themes: Not only does a good DAM software let you customise your branding and apply it to the DAM user interface, it should even enable you to set individual themes to specific folders, which is a mind blowing benefit that, for example, an agency owner might love to provide for his or her clients in order to wow them.

And if that’s not granular enough, at the file and folder levels, certain DAM platforms even let you set your own custom thumbnails, so that you can recognise your most critical assets quickly.

Keywords/Tags: If you can’t utilise your assets efficiently (e.g., if searching for them is half the task), then a DAM software can save you lots of time. You can organise visually, or even set filters and advanced custom search functions to make sure you find exactly what you need in the fastest time possible.

Taking this one step further, some DAMs have trademarked algorithms that can save you even more time with auto tagging. In essence, with a single click, you should be able to have the algorithm auto-suggest meta tags.

Easy and Quick Searchability: A robust DAM system already comes with powerful search features, but advanced filter options take it many steps further. By tagging individual assets with specific key terms, you can build a consistent DAM framework, one which will enhance your search functionality considerably over time.

A related feature is labels, which you can add to specific files and folders to facilitate indexing, to indicate a stage or state of the asset (e.g., if the usage license is to expire within a specified time frame), or anything of the sort, with the ultimate purpose of optimizing your workflow.

Pages. What if you could create custom pages using a built-in WYSIWYG editor (the native editor WordPress users use for their sites), and you could have these pages appear in the main navigation?

Every business is different, and customising and facilitating navigation for your own users will provide them the best experience possible, whether it’s to boost team morale or to wow clients.

Security. If your work involves handling brand assets for clients, security can be a major determinant in choosing your business over your competitors. And nothing gives peace of mind better than servers that are under surveillance 24 hours a day. But it’s not only hackers that should raise concerns.

Files do get corrupted. Servers crash and fail. Assets get lost all the time due to mismanagement. With a SAAS DAM platform, this is much less likely to occur because your files live on a cloud. (Ever hear of Netflix losing a movie?)

Effective brand management and consistency. This one is essential for major businesses and agencies that represent their clients’ brands. Using the wrong logo version for a client’s brand can lead to pretty serious consequences. Thus, a great DAM service can facilitate interdepartmental cooperation, helping team members break out of their departmental silos.

An intuitive user interface. A simplified navigation system is essential if you work with an overabundance of assets that are constantly changing hands rapidly. This is especially true if your team works remotely across different countries, and with timezone issues as well as language barriers.

Effective content usage. Ever mess around with so many versions that you accidentally published the wrong one? How about recreating content that already exists, or assigning assets to the wrong project?

A good DAM platform can prevent all of these problems, and more. Moreover, it can let you re-purpose assets with ease for different marketing channels, in various languages, and to serve a wide gamut of requirements. Overall, great DAM can ensure that you actually use most (if not all) of the content your team has produced, letting none of it go to waste.

Analytics. Keep abreast of how all your assets are performing across the board, where they’re currently being used, and by whom. In other words, a great DAM solution facilitates the collation, management, and interpretation of data from multiple sources, providing valuable insights into how to maximise the use of your digital assets in accordance with your business goals.

Downloads: A solid DAM software provides considerable flexibility when it comes to downloading your brand assets. You can download in the original format or in a lower resolution, if required.

Not only that, the preview function can save considerable time and resources, ensuring that you’re downloading the right file, and quickly. And if anyone needs a specific format urgently, they can go in and quickly modify the asset into the desired format for download.

To wit, a solid DAM software enables you to store, organise, find, retrieve, and share digital content quickly and efficiently. The system should be intuitive and easy to use for your whole team, minimizing down times and ensuring a smoother and more gratifying experience for everyone involved.

7. What is the best digital asset management software?

I’d love to tell you that we’re a bit biased here, and just recommend Filecamp — but I won’t. That’s because there is no single best DAM software. Choosing a DAM service depends on your individual business goals, and where you’re at with your business.

But if you’re working with a remote team, one that’s involved with pulling multiple different types of assets together on a daily basis, then DAM is definitely something you should be looking into.

It’s important to consider additional factors like, “How will this integrate with the processes we already have in place?” and “Which teams will use it, and to what end?”

So, in this case, it helps to look at it from a goal standpoint.

And if you do your research, you’ll find that there are tons of DAM service providers. But here’s why you should give Filecamp a try:

• We provide a 1-month free trial for anyone wanting to take it for a spin. (No credit card required.)
• When we founded Filecamp, we approached its design with the aim of addressing all the pain points experienced by major brands and small businesses alike. (Read all about our complete features here.)
• We boast one of the most comprehensive and most accessible DAM knowledge bases online, and we like to think our approach to customer support gives us an edge.
• Our monthly plans start at $29, quite possibly one of the industry’s lowest. (You can read more about our pricing here.)

Ready to get started?

SEO Masterclass by Filip Silobod from Honest Marketing

SEO Masterclass

First, thanks so much to all those who came to attend this SEO Masterclass by Filip Silobod from Aro Digital Strategy on Tuesday 21st November 2017. Much appreciated! For those who want to keep in touch with him on LinkedIn, he has since then created his own company under the name of Honest Marketing.

I’m sharing with you a few pictures of the speaker and the audience taken at the venue.

If you would like to know more about Filip Silobod and the company he is working for, check this Eventbrite page.

SEO STRATEGY TOPICS

Secondly, Filip gave us a comprehensive masterclass on Search Engine Optimisation Strategy (SEO) to ensure that:

• Your website is getting a high amount of traffic
• It is ranking well on Google
• Your website is user-friendly and user experience-optimised
• The business is getting a good visibility online
• Your website is getting good Click-Through-Rate (CTR) conversions, whether through organic or paid search and advertising.

Let me share with you his presentation before delving into a bit more details on some topics. You will find Filip’s contact details in it. Please note that the slideshow of his presentation can be downloaded, saved or shared through Social Media.

When you build your website, you need to ensure that it is SEO-friendly and follows a long-term strategy.

DIGITAL SEO STRATEGY STEPS

Indeed, you may get more visits to your website and build a loyal customer base by considering these digital marketing and SEO methods:

1. Understand and optimise the use of machine learning
2. Optimise the User Experience on your site: easy access, page loading time, navigation ease, mobile-friendly website… Make sure you regularly check your Google Page Speed Insight as well as see how your website looks on mobile phones
3. Use paid advertising and search: Pay-Per-Click (PPC) with good visuals perform best. Paid Advertising will allow you to rank high in the Google Searches with Google Adwords. You can use Paid Social Media when you launch your website, new products or services
4. Analyse and Compare your site with your competitors
5. Take into account search trends for branded and non-branded keywords by using Google Keyword Planner and having a varied content with plenty of synonyms
6. Have clear Call-To-Actions (CTA) in your website’s main and secondary pages to allow higher conversions
7. Have a good landing page
8. Use long-tail keywords (min 4 words): This advice is especially valid if you are a small business with a recent website. It will improve the discovery of your keywords in searches
9. Create unique content that Google likes
10. Have few good backlinks (off-page optimisation) throughout your blog posts, linking to high authority websites. You may consider as well getting Public Relations (PR) releases
11. Review your website’s authority score with Moz. Your authority score indicates trust in your business
12. Increase your business local visibility by registering with Google My Business. Ensure you add quality images and request your customers to leave you reviews.
13. Optimise, track and analyse your traffic with Google Webmaster Tool.  You will need to review the queries (keywords) made by consumers to find your website or blog. These include meta title, URL and meta description. This analysis will give you insights as to understand when and why people left your website.

Remember that, although Social Media doesn’t have much value in terms of SEO (‘no-follow links’), it still allows people to interact with your brand. Social Media helps consumers discover your brand online. It also adds extra traffic to your website thanks to re-tweets, sharing of your posts’ links.

Although Google is the biggest and most used search engine used worldwide, there are other valid search engines that you may use, such as:

• Baidoo for the Indian market
• Bing for North American market (USA)
• Ecosia.org that is based on Bing
• Yandex for the Russian market.

Finally, keep in mind what matters the most isn’t so much how much your website/blog is searched for, but how many conversions you get. Conversions can be downloads, newsletter sign-ups, purchases, shares… This can be measured with the CTR by using Google Analytics.