Using Analytics to Help With Digital Marketing

Using Analytics to Help With Digital Marketing

By Mikaela Berman, July 12, 2018      Categories: Big Data & Analytics      Tags: ,

Digital marketing and analytics often go hand in hand, the power of analytics can’t be underestimated and getting a handle on your data analytics can help give your business the competitive edge it needs.  Analytics can also help you identify common patterns, trends or the most popular digital channels that your consumers, clients or customers tend to use.

In this blog post, we look at how you can use analytics to further your digital marketing efforts. We look at why analytics are important in digital marketing, explore how your business can benefit and we also take look at some examples of key analytics you can track.

 

What do we mean by Analytics in Digital Marketing

Whilst web analytics is geared towards the analysis of things like page load speeds, views per session and how long users spend on website, digital marketing analytics, on the other hand, is more concerned by key business metrics that can include, but are not limited to things such as:

  • Traffic
  • Sales Leads
  • Number sales/conversions
  • Online events
Want the Short Version? Download our list of Top Digital Marketing Analytics Tools!

 

These are just some of the key metrics that fall under the umbrella of analytics and digital marketing and some of these items can still be surfaced from a website, to get the full picture, and this is what digital marketing analytics is all about.

It helps you consider the relationships across ALL of your marketing channels.  You may run a blog, social media, and email marketing campaigns, all of which track their own unique set of metrics.  Digital analytics brings these data sources together to let you easily see the effect of your combined marketing efforts.

For example, digital marketing analytics can help you identify how many people clicked from your email newsletter to your website, it can then also tell you how many people converted to sales leads or even purchased a product.

Taken a step further, digital marketing analytics can also help you segment leads based on things such as social channels or blog posts.  For example, does your content convert more if published to LinkedIn, Twitter or Facebook?

 

Why are analytics important in digital marketing?

As the old saying goes, you can’t improve what you don’t measure and digital marketing analytics are no exceptions to this rule.  Being able to track important metrics like the ones we’ve just mentioned can be important for your business and can reap multiple benefits.  Some of the reasons as to why analytics are important in digital marketing include but are not limited to:

 

Better Product Design

By tracking specific button clicks, events, page views and even how long users spend on each webpage can help drive the design of your website or SaaS application.  By running analytics over metrics like these, you can identify what web pages are “sticky”, which marketing campaigns drive the most traffic and which features on your website are popular and which features aren’t.  All of which ultimately feeds into a better product and can help you refine your digital marketing efforts.

 

Improve the timing of your content

Being able to target the right consumer base with the right message is important.  For maximum impact however, it’s also important to target potential consumers at the right time!  Analytics can help you improve the timing of your digital marketing efforts by letting you know the best time to share your digital marketing content.  There’s no sense in sharing content when your target audience are asleep or just going to bed!

How can you use analytics to further digital marketing efforts? Click To Tweet

 

Improve Sales

Analytics can also help your business drive more sales, consider your typical e-commerce website where visitors from can buy products from potentially all over the world.  As a business, you may want to filter website visitors based on location or even track where website traffic is coming from.  This can help you determine where to invest valuable marketing dollars and which campaigns are driving the most ROI.  Analytics can help you identify such things, thereby allowing you to boost website traffic and increase sales!

Improved Consumer Personalization

Consumers don’t like to feel like just another transaction and successful businesses know that offering levels of consumer personalization be the difference that makes the difference when helping close a sale.  Digital analytics can help to segment customers based on multiple variables thereby allowing you to tweak the consumer experience in-line with attributes such as:

  • Location
  • Sex
  • Age
  • Interests
  • Income levels
  • …and much more!
Want the Short Version? Download our list of Top Digital Marketing Analytics Tools!

 

For example, using Twitter Ads, you can target users with advertising creative based on hashtags or topics they are currently discussing on Twitter.

hashtags or topics they are currently discussing on Twitter

 

Help identify gaps in your Marketing Funnel

Digital analytics can also help you identify problems with your marketing content, layout or call to actions you have on your website.  Pages that have high traffic and high bounce rates suggest that something needs to be address in your funnel and can highlight areas that visitors find problematic.

Tools that can help you with your digital marketing analytics

We’ve introduced the concept of analytics in digital marketing and explored some reasons as to why analytics are important to track.  Here are some tools that can help you track some of these metrics.

Google Analytics

Doesn’t need much of an introduction but must be mentioned! Google Analytics lets you track, monitor, segment and even write code against its analytics dashboards. The script is easy to install and gives you rich insights in terms of your website traffic.

What kind of content gets the most engagement? There’s an analytics tool for that. Click To Tweet

 

Union Metrics

Union Metrics helps you identify the best time to share a promoted content on Twitter.  After it collects enough data from your Twitter account, it can advise you as to:

  • when the best time is to Tweet?
  • what kind of content gets the most engagement?
  • which hashtags increase your impressions?
  • who are the most influential people in your audience?

Hotjar

heat map samples from your visitors via the app Hotjar

 

Hotjar is a comprehensive analytics and feedback dashboard which helps you understand your web and mobile visitors.  One if its key features is its ability to generate heat maps which show you where you customers spend most of their time reading, clicking and interacting with your website.  If you don’t have much customer interaction data on your existing website, Hotjar is a good solution that can help you understand customer behavior fast.

Want the Short Version? Download our list of Top Digital Marketing Analytics Tools!

 

Summary

In this blog post, we’ve looked at how analytics can help with your digital marketing analytics efforts and why analytics are an important asset to your overall marketing strategy.  Hopefully by reading this you’ve gained an understanding of what digital analytics are and have some ideas in terms of how you can apply this to you existing business.

Here at Growth Acceleration Partners, we have extensive expertise in many verticals.  Our nearshore business model can keep costs down whilst maintaining the same level of quality and professionalism you’d experience from a domestic team.

Our Centers of Engineering Excellence in Latin America focus on combining business acumen with development expertise to help your business.  We can provide your organization with resources in the following areas:

  • Software development for cloud and mobile applications
  • Data analytics and data science
  • Information systems
  • Machine learning and artificial intelligence
  • Predictive modeling
  • QA and QA Automation

If you’d like to find out more, then visit our website here.  Or if you’d prefer, why not arrange a call with us?

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Mikaela Berman is a Senior Marketing Manager at GAP. Throughout the past 8 years, Mikaela Berman has worked as a consultant for companies from startups to multinational enterprises, helping define their business models and marketing strategies. She also sits on the board of two Austin startups. She has a BA from the University of Maryland and a MS in Technology Commercialization from the University of Texas at Austin.

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