- Komal Bagga
Digital Marketing Through Analytics
Updated: Jan 11, 2022
A key feature of digital marketing is its ability to measure the performance of your marketing initiatives. Analytics collect and report the marketing data which can be diced and sliced to gain valuable insights for business growth.
For your website, analytics will show how users come to your site, how long they stay, and what they do while they are there. It will show the most popular pages, the least popular pages, the pages they spend the most time on, and the pages that your visitors spend the least amount of time on.
By quantifying and measuring the behavior of visitors to your website, you can get insightful information that can be used to make your website better and more in tune with what your visitors are looking for.
Beyond your website, analytics track the performance of your digital marketing efforts and collect data from all the channels. Once consolidated, this data is ripe for analysis, and when analyzed, your findings can help improve your marketing by simply starting with doing more of what’s working and less of what’s not.
However, analytics can go a lot further.
Understanding your customer
Analytics offers many ways to understand your users like not only tracking in real-time but performance of activities over time to make informed decisions. Some of them are demographics, language, device, operating system, user location, and their interests help in understanding your customer's profile. These insights help better define the target audience when developing your marketing strategy, which in turn yields better results. Your data can enable you to have deep segmentation of your audience and personalize your offerings for maximum conversions. A simple e.g, if more users are coming to your website using their mobile, running your business ads optimized for mobile would deliver better performance.
An edge over traditional marketing digital marketing can help you reach very specific demographics. Rather than making business decisions based on groups of consumers analytics allows you to dig deeper and have more meaningful conversations. e.g, visitors can be segregated based on their behavior such as prior purchases.
Analytics also categorizes users based on their interests. If last year’s reports show a large number of users interested in travel coming to your website in March, a good strategy could run travel-related promotions in March for the current year.
Making data-driven predictions
Marketing is a bit of an art of making predictions. Any successful marketing strategy needs to anticipate user interest and behavior, and engage customers accordingly.
Will a customer like a new version of your bestseller?
How many of your customers will recommend the new version?
Analytics provides key insights to be able to answer questions like these so that your predictions are more accurate. Analytics can then, also pre-empt undesired results.
Data is analyzed from all marketing channels including website, social media, mobile, chatbots, and more. The insights can be used for decision-making at all levels - from best pricing to product combinations and business affiliations.
Optimizing your results
Besides "predicting the future", analytics ensure that businesses are making the right moves, right now. This means they are performing at their best, and their marketing efforts are optimal.
Analytics help you do this by showing what’s working and what’s not. With that knowledge, you can keep adjusting your marketing tactics and strategies for successively better results. e.g, you can optimize pages and specific issues like the location of your CTA button within pages.
Analytics also helps you address customers’ growing need for personalization. With analytics you can avoid making generalized assumptions and make specific decisions, tweaking and perfecting your efforts as you go. For example, if more traffic is coming to your site from a social media post that went out at 10 pm rather than the one that went out at 10 am, you could discontinue the latter and focus your efforts on improving your late-night communication, making the best and most efficient use of your resources.
Analytics can help your business at every stage of its marketing funnel. To understand how it can help you get the maximum return on your marketing investments, get in touch with us by Email or WhatsApp.
Komal Bagga is a creative communication strategist. She manages communication design for products and organizations and has written for both businesses and nonprofits. Always curious and a keen learner, Komal’s interests are varied. They range from philanthropy and a love for nature, fitness, and storytelling.