“Digital analytics is the current phrase for describing a set of business and technical activities that define, create, collect, verify, or transform digital data into reporting, research, analysis, optimizations, predictions, automations, and insights that create business value.”
The problem with a lot of businesses is that they don’t utilise the full potential of the numbers and graphs that appear on their Google Analytics or Localytics account. They would prefer using all their energy and resources, creating an awesome product and service. But, somehow neglect analyzing what is working and what is not.
With the advancements in technology, the world is becoming smaller and more transparent. Today, the customers can compare your product or service with your competitors. They can check reviews of previous customers. With everything becoming digital and is just clicks away, you need to make sure that you’re using the right approach to present yourself to your target audience. Right approach to reach out to the ideal customer and optimize your business.
In this post I am going to share the what, how and why of Digital Analytics in Marketing.
What is it?
As described initially in the post, Digital Analytics is a combination of web analytics, marketing campaign measurements, data visualization and social media metrics to understand the user behavior towards your brand and optimizing channel usage. In simpler words, making of the data you have and making decisions based on the findings.
How and Why?
By now, you’ve some idea of what data analytics is about. So, I will tell you how to start with how digital analytics can be implemented in marketing. Since you’re a beginner, I am going to share the basic things to look for.
1. Understand your users:
Integrating Google Analytics or Localytics can help you understand the behavior of your users on the website. It helps you understand how the users enter your website, their flow and experience.
You can determine what are your most visited the most by the users and you can place your important CTA’s or content there to get more traction.
2. A/B test:
A simple A/B test can prove a boon to your company. Whether it’s about getting more sign ups on a form or more clicks on a CTA. Tools like Optimizely and Mixpanel can be really helpful. At times, a simple color change can help you achieve that. A/B testing helps you out what small change impacts the most.
Just read about how changing one picture helped Obama during his fundraising campaign in 2010. It will help you understand the power of a simple a/b test.
3. Determine what social media platform works for you:
You might be posting regular updates on different social platforms. But unless you’re aware of what platform is working for you, it is a waste of time. Once you’re aware of what works for your business, you can create strategies to attract your target audience leveraging that platform. You must have observed campaigns run on twitter for movie promotions or viral videos on facebook. These platforms helps spread awareness about product or service.
Simple social media tools like Klout, SocialSprout and Twitonomy can help you get great insights. With these insights you can find what time to schedule updates, what time and what kind of posts your audience likes the post and many more. Checkout these tools and you will get to know yourself.
4. Collect user information:
I am not sure if you’re aware of buyer personas or not. So, I will just brief you about it. Buyer Persona is a fictional representation of your ideal customer based on market research and data from your existing customers. It should include customer demographics, psycho-graphics and where your users can be found. It helps you understand what your customers are thinking and doing. You can leverage their interests to figure out where they would be present online and get their attention.
These are just some basic examples of how digital analytics can help you develop a plan and grow. It helps you track and measure the process of lead generation and the content you share, Also, understanding user behaviour and engagement becomes clearer. Instead of using ad hoc practices for online marketing, you can develop meaningful strategies to achieve targeted goals.