Sparking the Love of Finding Insights in Google Analytics

Agata Adamiak Business Ahead

Agata Adamiak of Business Ahead tells us how they share tips on becoming a data-driven marketing team and on how to use Google Analytics to generate insight.

Tell us about you, your career, and how you founded Business Ahead.

Agata Adamiak: I partner with marketers who love finding insights but hate messy data. Business Ahead is a Google Analytics consultancy.

My journey in analytics goes back to when I pioneered the web analytics division at companies such as Brother, Ocean Finance, and the Post Office. During these years, I discovered that a lot of companies were wasting valuable resources trying to find insights in poorly configured Google Analytics accounts.

Also, I realized a lot of marketing and sales departments had little confidence in the accuracy of their data. This is a big problem! Without confidence in your data, guesswork and opinions take over. You’re more likely to waste your marketing budget and creative effort on things that don’t work. This means lower ROI and lost opportunities.

This is a massive barrier for companies wanting to become data-driven and digitally transform their processes. At Business Ahead, we correctly set up Google Analytics to support your business goals. We introduce processes and run workshops so that you and your team utilize your company’s data correctly to drive a superior customer experience.

Do you have small habits that made a meaningful impact on your life and business?

Agata Adamiak: I like to have a daily routine. This involves getting up early. I’m usually at my desk by 6 am. I love the morning because it’s quiet, and it allows me to think and not have distractions from meetings or calls. Instead, I focus on tasks that require more thinking power and get them done early. This also means I go to sleep quite early to ensure I always get enough sleep and have enough energy in the morning to work effectively.

How does Business Ahead market its services online?

Agata Adamiak: I’ve been active on LinkedIn lately and developing relationships through that platform. I do this by either talking to people who engage with my content or I reach out to interesting people on LinkedIn. A lot of our leads come in through word of mouth and referrals via my network!

I then support my LinkedIn engagement by posting useful and educating posts on LinkedIn as well as other social media channels. I also have a blog where I share more in-depth tips and news in the world of Google Analytics.

What specific tools, software, and management skills are you using to manage your online marketing?

Agata Adamiak: We use Notion for our entire project and knowledge management. To schedule social media content, we use Agorapulse and Canva to create visual assets.

What is your hiring policy/process, and how do you retain your employees?

Agata Adamiak: I like to have a lean team and be responsive to the requirements of my clients. That means when I’m employing someone, it’s usually for a specific client. So I work out what is going to be required for this particular project, and I look for the specific skills that will be needed. When reviewing new applications, I give them a trial task to complete to help me assess their skills. Finally, after hiring them, I onboard and provide support throughout projects.

I retain employees by getting them involved frequently in interesting projects. Moreover, communication is key at Business Ahead, which of course, can be tricky when operating a remote agency. That’s why I like to meet and stay connected via calls as much as possible to ensure my team has everything they need.

How are you funding your growth?

Agata Adamiak: I’ve been bootstrapping since day one! I reinvest the profit of projects back into the business and have been scaling the agency organically this way.

Who are your competitors? And how do you plan to stay in the game?

Agata Adamiak: My competitors are varied. There are all sorts of different agencies that consult in Google Analytics and analytics overall. My competitors also do Conversion Rate Optimisation and other digital marketing activities. What makes me different? For them, GA tracking is a tool to achieve their own goals, whether it’s paid ads or social media marketing.

I differ because I always start with a robust measurement plan for tracking all sorts of interactions focused on business goals and the different channels people want to pursue in terms of investment. It’s not biased towards anyone specific channel. Instead, it’s more holistic and geared towards finding insights to drive their business goals.

What is also different is that I am big on governance, processes, and documentation. For many other agencies, their strength is elsewhere, and they tend to set up a Google Analytics account and not share the thinking behind it. In comparison, I always share why I have done things the way I have. I make sure there’s a naming convention and that all is well documented so the company can take over and maintain what I’ve set up.

Tell us a customer success story of yours.

Agata Adamiak: Recently, I worked with a large insurance provider, partnering with one of their product teams. We were optimizing an online platform for fulfilling mobile phone insurance for one of the top UK banks. The goal was to get more people to use the online service as opposed to the call center.

When we started, the online adoption was at 17%, and by the time I finished the project, it was at 40%, which was a great success for the business.

I achieved it by following my Data-Driven Programme. When I started the work, Google Analytics was basic, with no documentation, and the team didn’t know how to use it effectively. I implemented advanced tracking and built an automated dashboard. Gradually, I was able to analyze the new data coming through, recommend improvements and present them to the team. By the end of the project, the client team was much more confident about using the dashboard to monitor performance and spot opportunities. And all the set-up and maintenance processes were well documented.

I loved working on this project and seeing business results and the positive impact on team confidence in data.

Your final thoughts?

Agata Adamiak: My tip for anyone running marketing campaigns is: don’t make analytics an afterthought! If you want to get results and become data-driven, make sure you start with analytics when you are revising your business goals. This will ensure you’re tracking the right metrics from the start instead of matching inaccurate metrics to goals afterward.

Finally, you may or may not be aware that Google will stop supporting the current version of Google Analytics in 2023. If you need more information or help to migrate from Universal Analytics to Google Analytics 4, then get in touch!

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