What We Do > Web Analytics

Improving Effectiveness

Web analytics is not just measuring, collecting, analysing and reporting of web data to understand and optimise web usage. It’s also a useful assessment tool to evaluate and improve a websites effectiveness. A robust web analytics framework is a vital part of delivering successful digital campaigns. It aids companies’ to measure PR campaigns, including traditional print or broadcasting advertising campaigns. This could include measuring changes in website traffic during a PR campaign, quantifying the number of visitors and number of page views to gauge volume and impact.

Today there are hundreds of metric that can be used to assess impact – reach, viewing opportunities, sign-ups and registrations shares, links back to the site – but which are the most appropriate?

What we do

Sherlock Communications doesn’t guesstimate. We use our web analytics expertise to help our clients make more informed decisions. We combine user experience with creative ideas, delivering targeted data driven bespoke campaigns. This results in more meaningful engagement for our client’s audiences. Our goal is to help clients define, monitor and optimise success in their PR campaigns.

Through the of a host of specialist tools, we assess all the information and data, identifying the most relevant information which helps our clients identify missed opportunities in their digital marketing strategy. Our analytics tools, tips and intelligence helps support our clients in defining and measuring success in how they use their digital platforms. This positions them to focus on where they can make the most impact. Using web analytics, we enable our clients to better understand their target users thoughts and actions online, resulting in truly impactful marketing campaigns.


By creating landing pages that retain the target users on our clients’ sites, we design campaigns using insight of who and where these visitors come from. Positioning our clients to make business decisions based on factual data.

Our services

We offer a variety of bespoke analytics services tailored to meet a company’s needs. This ranges from initial analytics to greater in-depth analysis of data clients may have already collected.  Here are some examples of how we can help:

Google analytics setup – We collect data, normally basic elementary data that usually a ‘count’ of things. This enables our clients to make strategic marketing decisions using quantifiable data.

Campaign tracking – We can turn data into information, converting the ‘count’ into information, specifically metrics or ratios that align with our clients’ business plan.

Formulating online strategy – There’s no one size fits all so we create a bespoke strategy, tailored to our clients’ business plan. Key performance indicators (KPI) are established which focus on tracking transformation and are designed to achieve our clients’ goals and objectives.

Multivariate experiment and testing – Testing is an essential part of a campaign success. We help with the storytelling and test scenarios to identify changes to web pages that increase or maximize a statistically tested outcome. This ensures our clients’ website is optimised from the centre and is fully prepared.

Custom analytics and insight reporting – Having the ability to track a campaign influence and impact is essential. We quantify campaigns success and achievements.

The potential use of analytics is endless.  However, using web analytics with the following marketing techniques would be of significant benefit:

  • Search engine optimization (SEO)
  • Comparison shopping engines (CSE)
  • Pay-per-click marketing (PPC)
  • Online reputation management
  • Social media optimization
  • Affiliate marketing
  • Mobile marketing
  • Email marketing
  • Link building
  • E-commerce

How we work

As each business is unique and no two are exactly alike. Therefore, it’s essential to really know and understand them. Through working closely with our clients, Sherlock Communications fully comprehends their business objectives, business model, and their target audience. We also work to understand the actions or behaviours our clients wish the target audience to take. Also, we evaluate our clients’ current digital presence, including reviewing their website or other digital platforms structure. Plus, from our geographical expertise, we also know exactly where the clients’ brand and offering fit within the broader market, media and cultural landscape in Brazil and Latin America. We may also conduct stakeholder interviews, surveys, user research and analytical audits gain further detailed insight.

Together, this data and from working as part of our clients team, Sherlock Communications crafts a data-driven marketing strategy, meeting our clients business objectives. We will translate clients’ key business objectives into key metrics creating a bespoke strategy which becomes the foundation to assess PR campaigns effectiveness.

As part of the strategy, we set clear objectives, key performance indicators (KPIs) and operational metrics. These form the basis of a ‘dashboard’ which clearly monitors and measure a campaign’s impact and effectiveness. We then design and build clients’ web analytics, selecting the right platforms, detailing where tags need to go, naming all the data elements, the detail of variables and values which need to be collected and exposed to multiple systems.

From implementing a bespoke web analytics approach, our analytical audit provides our clients with targeted recommendations. These means that clients can improve data collection strategies and, in-turn, PR campaigns.

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