Why You Need Analytics for Marketing

What comes to your mind when you hear the word ‘Digital Analytics’?

It must be about numbers or perhaps an analysis. Well, Analytics in digital marketing refers to the activity, reports, and deductions of marketing data on digital platforms where your business has a presence. This kind of data might include audience count and behaviours on your business’s digital platforms. It is essential data collected from your website, social media pages, email customer relationship management (CRM) platforms, display ads, pay-per-click (PPC) ads, and more.

Businesses perform well through digital marketing when your objectives translate into measurable outcomes that support your core vision. If you can’t measure it, you won’t measure up! Unlike traditional marketing, where such a process would have been tedious, the information age has transformed how things get done and how audiences need something done.

What are the benefits of digital analytics?

  1. Digital Analytics help get the essential information about the impact of your marketing activity, conversion, and your buyer’s journey. That can aid in your customer retention efforts and proactive engagement of your existing customers.
  2. A proper review of your digital analytics helps understand what’s working or not working for meaningful engagement with your customers. 
  3. Digital Analytics enables you to come up with strategies that fix past glitches with much ease. This process improves how, when, and where you deliver your message.

Information is the oil of the 21st century, and analytics is the combustion engine. ~ Peter Sondergaard.

Analytics that matter in digital marketing

1. Primary Digital Analytics

Primary digital analytics inform more about your audience’s interaction with your marketing activity. 

They include:

  • Performance Analytics – Tracking how your brand is performing where you hold a presence.
  • Customer Behavior Analytics- primary tracking of the buyer’s journey. That is the 3Ws+H; what, when, where, how long did the customer interact with your brand online. 

Examples of primary digital analytics are:

  • Web analytics: They are supported by Google Analytics and give you information about Visitors, Page View, Session, Traffic, Traffic by (referral) Channel, Traffic by Device, Ratio of New Traffic to Returning Traffic, Time on Page, Interaction Per Visit, Bounce Rate, and more. 
  • Email Marketing Metrics: Pulls data from your customer relationships management (CRM) tools such as Hubspot, PipeDrive, ZohoCRM, and MailChimp. They tell more about; Open Email Rate, Opens by Device, Click Through Rate, Bounce Rate, Unsubscribe Rate, and more. 
  • Content and Social Media Metrics: They detail your social media pages’ performance, including your Engagement Rate, Follows and Subscribers Trends, Shares Count, and more. 
  • eCommerce Metrics: Besides the general Onsite Activity Metrics, some of the vital eCommerce metrics include Sales Conversion Rate, Customer Retention Rate, Email Opt-ins, Average Order Value, Shopping Cart Abandonment Rate and more. 
A screengrab of the Google Analytics dashboard.

2. Secondary Digital Analytics 

Secondary digital analytics are more concerned with how you can best repurpose your activity online for more productivity. They include: 

  • Competitive Analytics 

Here, you analyze how your competition funnels in and retains customers. Using competitive analytics, you can anticipate competitive activity, identify market trends, and make data-driven decisions for long-term success. There is an extra understanding of consumer behaviour since it helps you understand how customers interact with your competitor’s brands

  • Predictive Analytics

With every fine detail in your possession, can you predict your customer’s next move?  Big data science teaches data mining, statistics, modeling, machine learning, and artificial intelligence to analyze current data to make predictions. CIO states, “the science of predictive analytics can generate future insights with a significant degree of precision.”

Ready to take advantage of analytics?

Integrating analytics into your digital marketing strategy is inevitable. You need data. Further, you need the data collected to work for you. We are interested in helping you bridge the gap between your existing digital tools, data collection, and making meaningful decisions from the story of your data.

Are you ready to leverage analytics for growth? Complete and submit this FORM to get your business started on analytics for marketing.  

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