Almost 4.57 billion people were active internet users as of April 2020, encompassing 59% of the global population. By now, a world without the internet is unimaginable. Connecting billions of people worldwide, the internet is a core pillar of the modern information society thus for digital marketing.
What is Digital Marketing Analytics?
To reach your target audience, it’s crucial to have a sufficient online presence. This has made it impossible for brands to ignore digital marketing. And to achieve this presence, you must understand the importance of analytics in digital marketing
Digital analytics refers to tools or platforms used by organisations to collect, measure and analyze the data collected from their online marketing activity. The goal of using such tools is often to improve customer experience, engage new audiences, and convert potential clients into paying customers.
Why we need them?
Digital analytics provide a clear vision to the organization on how users or customers are behaving. Through digital analytics, companies obtain an insight into the areas where they need improvement. Digital analytics helps companies to provide a better online experience to its clicustomers as well as potential customers, which gradually results in the achievement of desired goals.
Investing in better analytics will eventually result to income. The data driven from digital marketing campaigns can help a business to not just understand their customer but also improve how they market to them. The analysis of data behind a campaign can help to determine the successfulness of it, why and how the audience interacted with it.
How to use analytics
When marketing goes digital, every view and interaction is available as raw data. Knowing precisely how well your digital marketing campaign is performing based on any number of metrics will give you an actionable answer as to what to improve and what to preserve.
Web Analytics
Web analytics is the process of analysing the behaviour of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the volume each customer spends.
Analytics platforms measure activity and behaviour on a website, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrive by following a link or not.
Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate.
The end goal of most digital marketing efforts is to have customers visit your site and ultimately convert by making a purchase, filling out a form, or picking up the phone. Simple web analytics tools help you see exactly what happens between visiting the site and converting, or, perhaps more importantly, not converting.
Social Media Analytics
Social Media is a wonderful place for consumers and brands to connect. Social media gives viewers the opportunity to do some marketing for you, and provides great data on engagement in the form of tweets, Facebook likes, social shares, and more.
If your website has a blog, then social media may be your main avenue for advertising new posts, or your metric for how successful an article was.
Social media may also be your way of gaining traffic and promoting your brand, in which case you’ll want to monitor retweets and shares, and look into the emerging sentiment analysis market. This will allow you to observe, on a large scale, whether mentions of your brand are generally positive or negative, and what other things your users generally mention you in the context of (which can be the start of a targeted marketing campaign).
Customer/CRM Analytics
CRM analytics are customer interaction data that help businesses make more informed decisions around sales, service, and marketing activities. These analytics covers a wide area and include data like ratios, email open rates, number of calls made, project tasks overdue, and open service requests. When aggregated into meaningful reports, these metrics can help businesses spot opportunities or threats.
The best tools to track CRM analytics lie within the CRM software itself. Depending on the type of CRM used, sales data and other customer data like prospect interactions, customer engagement, customer service activity, billing, and project management activities are recorded automatically. The software’s built-in CRM analytics tools then allow you to view and interpret trends taking place in your business so you can take corrective action where needed.
Searching for the better tool!
With multiple channels to manage and a myriad of ways to market your products and services, Marketing analytics software packages come in various shapes and sizes. A robust marketing analytics tool should provide the following capabilities:
Free Trial Demo
Purchasing a marketing analytics product is a serious investment. Even if not in terms of money, deciding which tool to use is far from easy. And you can only be sure that a platform will work unless you first try it.
When evaluating different platforms, pay attention to who provides the option for free demo. Crucially, you should be allowed to import your data to assess the merits of the platform based on information pertinent to your company’s operations.
Ease of Use
It goes without saying that a user-friendly system requires a minimal learning time. If your team is constantly struggling to use a particular platform, it can quickly become more trouble than it’s worth, and the benefits are negated by the complexity.
You also have to consider that future team members will have to learn the software. If it takes them too long eg. One week, this will put a damper on productivity. To determine ease of use, keep three main things in mind: intuitiveness, user-friendliness, and the length of the learning curve.
Integration with Other Systems
Before making your final decision make sure that chosen tool will be integrated with other key system in organisation. Eg. CRM system, otherwise you will find you self on a negated impact.
Customer-Centric Data
Data exploration is the primary reason for using a marketing analytics tool. Consequently, your tool must offer you the ability to produce custom dashboards to display the data you need to solve a particular problem. The tool should pose no restrictions regarding how much data or data sources you can import and process.
To truly gain a sense of visitor behaviour, software must be capable of analysing individual customer behaviour and not just compiling aggregated data. It should track individual behaviour rather just analyse the masses.
Almost 4.57 billion people were active internet users as of April 2020, encompassing 59% of the global population. By now, a world without the internet is unimaginable. Connecting billions of people worldwide, the internet is a core pillar of the modern information society thus for digital marketing.
What is Digital Marketing Analytics?
To reach your target audience, it’s crucial to have a sufficient online presence. This has made it impossible for brands to ignore digital marketing. And to achieve this presence, you must understand the importance of analytics in digital marketing
Digital analytics refers to tools or platforms used by organisations to collect, measure and analyze the data collected from their online marketing activity. The goal of using such tools is often to improve customer experience, engage new audiences, and convert potential clients into paying customers.
Why we need them?
Digital analytics provide a clear vision to the organization on how users or customers are behaving. Through digital analytics, companies obtain an insight into the areas where they need improvement. Digital analytics helps companies to provide a better online experience to its clicustomers as well as potential customers, which gradually results in the achievement of desired goals.
Investing in better analytics will eventually result to income. The data driven from digital marketing campaigns can help a business to not just understand their customer but also improve how they market to them. The analysis of data behind a campaign can help to determine the successfulness of it, why and how the audience interacted with it.
How to use analytics
When marketing goes digital, every view and interaction is available as raw data. Knowing precisely how well your digital marketing campaign is performing based on any number of metrics will give you an actionable answer as to what to improve and what to preserve.
Web Analytics
Web analytics is the process of analysing the behaviour of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the volume each customer spends.
Analytics platforms measure activity and behaviour on a website, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrive by following a link or not.
Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate.
The end goal of most digital marketing efforts is to have customers visit your site and ultimately convert by making a purchase, filling out a form, or picking up the phone. Simple web analytics tools help you see exactly what happens between visiting the site and converting, or, perhaps more importantly, not converting.
Social Media Analytics
Social Media is a wonderful place for consumers and brands to connect. Social media gives viewers the opportunity to do some marketing for you, and provides great data on engagement in the form of tweets, Facebook likes, social shares, and more.
Social media may also be your way of gaining traffic and promoting your brand, in which case you’ll want to monitor retweets and shares, and look into the emerging sentiment analysis market. This will allow you to observe, on a large scale, whether mentions of your brand are generally positive or negative, and what other things your users generally mention you in the context of (which can be the start of a targeted marketing campaign).
Customer/CRM Analytics
CRM analytics are customer interaction data that help businesses make more informed decisions around sales, service, and marketing activities. These analytics covers a wide area and include data like ratios, email open rates, number of calls made, project tasks overdue, and open service requests. When aggregated into meaningful reports, these metrics can help businesses spot opportunities or threats.
The best tools to track CRM analytics lie within the CRM software itself. Depending on the type of CRM used, sales data and other customer data like prospect interactions, customer engagement, customer service activity, billing, and project management activities are recorded automatically. The software’s built-in CRM analytics tools then allow you to view and interpret trends taking place in your business so you can take corrective action where needed.
Searching for the better tool!
With multiple channels to manage and a myriad of ways to market your products and services, Marketing analytics software packages come in various shapes and sizes. A robust marketing analytics tool should provide the following capabilities:
Free Trial Demo
Purchasing a marketing analytics product is a serious investment. Even if not in terms of money, deciding which tool to use is far from easy. And you can only be sure that a platform will work unless you first try it.
When evaluating different platforms, pay attention to who provides the option for free demo. Crucially, you should be allowed to import your data to assess the merits of the platform based on information pertinent to your company’s operations.
Ease of Use
It goes without saying that a user-friendly system requires a minimal learning time. If your team is constantly struggling to use a particular platform, it can quickly become more trouble than it’s worth, and the benefits are negated by the complexity.
You also have to consider that future team members will have to learn the software. If it takes them too long eg. One week, this will put a damper on productivity. To determine ease of use, keep three main things in mind: intuitiveness, user-friendliness, and the length of the learning curve.
Integration with Other Systems
Before making your final decision make sure that chosen tool will be integrated with other key system in organisation. Eg. CRM system, otherwise you will find you self on a negated impact.
Customer-Centric Data
Data exploration is the primary reason for using a marketing analytics tool. Consequently, your tool must offer you the ability to produce custom dashboards to display the data you need to solve a particular problem. The tool should pose no restrictions regarding how much data or data sources you can import and process.
To truly gain a sense of visitor behaviour, software must be capable of analysing individual customer behaviour and not just compiling aggregated data. It should track individual behaviour rather just analyse the masses.
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