Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

Election platforms for the 2011 election in Canada are always put online. This helps voters compare the parties and leaders based on real issues that may be close to home.

In the age of mass media, a one-size-fits-all approach was taken because quality of data available through public polling was limited – due to small sample size, and due to lag time as the information was processed. Now, we live in an age where there is a wealth of information and data available to those who know how to get it.

The Conservatives, Liberals, NDP, Bloc, and Green Party are all using Google Analytics this year to measure online activity. We think will the difference between the winners and the losers this year is the ability to use real-time intelligence about voter interest and sentiment. This is a moving target, and this is why an up-to-the-minute, intelligent message will win the day.

But how can a political party use Google Analytics to help inform messaging decisions? Here are a few suggestions for their web managers and analysts…

  1. Mass media impact analysis – Measure overall traffic volumes to the website after major announcements. Did your message resonate with Canadians? Why is the mass media coming to your site before the story breaks?
  2. Audience segmentation intelligence – Who is coming to your site, and what other websites are referring traffic to your site?
  3. Audience needs analysis – What search terms did people enter in Google that brought them to your site? Did certain issues result in greater engagement? What are people searching for on your site?
  4. Issues and content intelligence – What issues on your site have the greatest impact for each of your key audience groups?
  5. Geographical intelligence – What parts of the country care about what issues?
  6. Social media impact analysis – How is social media facilitating or disrupting your messaging, and what are people saying about you? This could be the wild card of this election, as it was for the Obama campaign, and in the election of Naheed Nenshi as mayor of Calgary (the first Muslim mayor in the heart of oil and cattle country).
  7. Loyalty and Engagement intelligence – Which visitors to the website are making donations, signing up for newsletters, or downloading toolkits for supporters?

These are the sorts of questions that parties should be looking for in their website data. It’s an ongoing survey of a portion of Canadians and the media that could prescribe changes not only in web content, but in campaign strategy as a whole.

Read more about Canadian politics on PublicInsite.com

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Analytics Rising Logo

FREE VIRTUAL EVENT

October 14

Practical Strategies Delivered By Top Minds in Digital Marketing

Register for #AnalyticsRising and get a Starbucks Gift Card when you share the news.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Success! Thank you
for reaching out.