Philippa Gamse

Philippa Gamse is an expert in digital marketing strategy and analytics, with over 25 years of experience helping businesses maximize their online presence and profits. She’s consulted for nearly 500 clients, guiding businesses toward more profitable outcomes by identifying hidden opportunities within web analytics. Philippa’s work has spanned across North America, Europe, and the Middle East, where she’s used her expertise to help websites generate hundreds of millions of dollars in revenue. With her focus on transforming raw data into actionable strategies, Philippa helps business owners and marketing teams optimize their websites for maximum ROI. Her practical and insightful approach uncovers untapped potential, enabling businesses to cut wasted spending, generate sales, and discover new market opportunities. Philippa’s reputation as a trusted advisor makes her an invaluable resource for companies looking to unlock the full potential of their digital marketing efforts.

Do you feel like you’re leaving money on the table with your website? Join Rose Davidson and Philippa Gamse in this game-changing episode of Talking with the Experts as they discuss how to uncover hidden profits in your web analytics.

Philippa, a digital marketing strategist with over 25 years of experience, specializes in turning raw website data into actionable insights. Having worked with nearly 500 clients, Philippa has helped businesses worldwide increase their revenues by uncovering hidden opportunities within their web analytics. In this episode, she reveals how small changes to your website and marketing strategies can lead to major improvements in customer conversion rates, lead generation, and overall profitability.

Philippa’s approach focuses on helping businesses identify the often-overlooked opportunities in their analytics — from new sales channels to untapped customer segments. Through her actionable advice, business owners can optimize their websites, cut wasteful spending, and drive sustained growth.

Whether you’re looking to improve your digital marketing strategy or simply want to know how to read your website data, Philippa shares insights that will help you move your business forward. This episode is perfect for entrepreneurs and business owners who want to leverage the power of web analytics for real, measurable results.

🎯 Three Key Takeaways

1. How to use website analytics to identify hidden opportunities for growth and profit.
2. Why data-driven decisions are crucial for scaling your business and improving ROI.
3. The best practices for optimizing your website and digital marketing strategy based on insights from analytics.

Introduction to Philippa Gamse and Web Analytics

• Philippa Gamse, a digital marketing strategy and analytics expert with over 25 years of experience, was introduced as the guest speaker.

• Philippa has consulted with nearly 500 clients and worked with websites that have cumulatively generated hundreds of millions of dollars.
• Philippa helps business owners and marketing executives find new insights in their web analytics to grow their business and cut wasted spending. 

History and Evolution of Web Analytics

• Before Google Analytics, there were other analytics programs like ClickTracks, which was intuitive and aimed at small businesses.

• Google Analytics became popular due to its free availability, making it difficult for other paid programs to compete. 

Importance of Web Analytics

• Web analytics provides insights into visitor behavior on a website, which cannot be obtained through subjective opinions.

• Understanding the data helps in making informed decisions to improve the website and achieve business goals. 

Key Metrics to Track in Web Analytics

• The key metrics to track depend on the specific goals and outcomes of the website.

• Metrics should align with the website’s purpose, whether it is direct sales, lead generation, content consumption, or other objectives.
• It is important to consider not just the number of visitors but also their quality, conversion rates, and other relevant factors. 

Finding Opportunities for New Markets, Products, or Services

• Analyzing website traffic by location can reveal unexpected markets that may present new business opportunities.

• The on-site search engine can provide valuable market research insights by showing how visitors search for products and services.
• Understanding visitor terminology and expectations can help in optimizing the website and identifying potential new products or services. 

Segmenting Traffic for Effective Marketing

• Segmenting traffic by the source can help identify the most effective marketing tactics.

• Organic search and email marketing are often more effective in attracting qualified visitors compared to social media traffic.
• Analytics tools like Google Analytics can segment traffic and provide insights into visitor behavior. 

Implementation of Web Analytics Tools

• Google Analytics requires a tag to be implemented on every page of the website.

• Website building tools often have features to easily implement the tag globally.
• Customizing the analytics tool to meet specific business needs is important for accurate data collection. 

Alternative Web Analytics Tools

• There are other analytics tools available, such as European tools like Pwik and Matomo, and enterprise-level solutions like Adobe Analytics.

• The choice of analytics tool depends on factors like goals, budget, and compliance with regional regulations. 

GDPR Compliance and Tracking Accuracy

• Websites must be GDPR compliant if they have visitors from European countries, regardless of the website’s location.

• Analytics numbers may not be entirely accurate due to tracking being blocked by visitors’ browsers or tracking-blocking technologies.
• Analytics tools provide a general picture of visitor patterns and trends rather than exact visitor counts. 

Philippa Gamse’s Business and Services

• Philippa Gamse operates under the business name Websites That Win, with the official company name being Total Net Value.

• Philippa offers services to ensure accurate analytics implementation and provides insights to optimize websites and identify business opportunities.
• Philippa’s approach focuses on providing actionable insights rather than just reports and charts. 

Philippa Gamse’s eBook and Upcoming Book

• Philippa offers an eBook titled ‘Five Hidden Gems’ on her website, which shares stories of insights found in analytics that led to substantial business improvements.

• The eBook is written in plain English without technical language or charts.
• Philippa is also writing a second book titled ‘To This Effect’, which will include more stories and ideas for business growth. 

Advice for Improving Websites Using Web Analytics

• Philippa advises business owners to start analyzing their web analytics, even if it’s just asking one question about visitor behavior.

• Not analyzing web analytics means shooting in the dark, missing opportunities for growth, and wasting resources.
• Understanding analytics helps in identifying areas of improvement, optimizing the website, and increasing revenue.

• The importance of understanding web analytics to improve business outcomes and cut wasted spending is emphasized.
• The significance of defining clear website goals and understanding visitor behavior is highlighted.
• Utilizing website analytics to discover new market opportunities and potential products or services is discussed.
• The importance of segmenting website traffic to identify the most effective marketing tactics is explained.
• The implementation and customization of Google Analytics for specific business needs are detailed.
• Alternative analytics tools to Google Analytics are mentioned, including European options like Pwik and Matomo.
• The necessity of GDPR compliance for websites with international visitors is addressed.
• The role of analytics in tracking patterns and trends rather than exact visitor counts is clarified.
• The value of hiring professionals to interpret analytics data and provide actionable insights is stressed.
• The importance of regularly reviewing analytics to make informed business decisions and avoid missed opportunities is underscored.

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