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You’re Doing All These Expensive Things to Make Your Business Better. How Do You Know They’re Working?

You’re Doing All These Expensive Things to Make Your Business Better. How Do You Know They’re Working?

Running a business is hard. There’s a constant need to generate ever-increasing amounts of revenue, intense competition makes it hard to capture the public’s attention, and customers expect a tailored experience on every platform – including those you haven’t even heard of yet. Recent research from eMarketer shows that business owners are making significant investments in improving their digital presence: 46.6% were investing in creating a seamless customer experience across all social, mobile, web and ecommerce efforts.

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At some point, we’ve got to talk about the money. Everyone has a budget they’ve got to work with. Before investing in digital marketing tools, it’s a good idea to know exactly what you need, what you’re trying to accomplish, and how you’re going to measure the effectiveness of any new tools and strategies you use.

Understanding the Role of Digital Audits

We talk regularly about digital audits, and perform them for all clients as part of our on boarding process. A comprehensive digital audit will consider every aspect of your online presence, looking at both public facing content and the behind the scenes configuration of your website, social media and more. An audit provides a baseline read of your digital presence as it is right now; to measure the effectiveness of marketing efforts from this point further, there’s one place to look: your website analytics.

Most websites – including eCommerce sites – have Google Analytics installed. During the Data Divide webinar, we explained how making use of the information Google Analytics captures can be used to provide a meaningful competitive advantage. (If you missed the webinar, you can download the slides here.)

One way website data helps business owners and provides a reliable way to assess the effectiveness of marketing efforts. For example, if you want to know if your social media advertising is working, examining your Google analytics reports will reveal if users came to your site from social media, and what actions they took once they arrived. Did they browse several pages of merchandise or quickly claim your special offer and depart? Understanding the customer journey to and through your website is vitally important. This knowledge will help you choose digital marketing tools more strategically, which means expanding your reach while controlling costs. Tools that aren’t performing as you’d hoped can be phased out in favor of those tools and strategies that suit your unique business better. That’s how growth happens.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office