The business world has been evolving over the years. And marketing is not what it used to be. Today, it’s a lot more advanced and targeted. This means marketing, especially digital marketing, has become highly result-oriented. And there is a great deal of data to work within understanding the importance of digital marketing analytics.
For instance, there was a time when mail-order music services were in demand. Which have now been replaced by technology-focused innovations like iTunes where musicians are promoting their music like never before. This was not possible a few decades ago.
Regardless of what type of business you run, you need to understand that consumers no longer care about your generic approach. They want a personalized experience to the core. This is why having access to the right kind of data is extremely important for marketers.
We are living in an information age where data is the new oil. Even if you are running a small business, there are high chances that you’ve come across the term “Big Data”. As a business, what does it mean to you? How can you leverage data-driven marketing for maximum return?
Keep in mind that having the right data at hand and knowing how to analyze it is critical for any digital marketer. Because by knowing your digital marketing analytics and using them effectively can prove to be a game-changer for your business.
Table of Contents
Starting with the Basics of Digital Marketing Analytics
One of the biggest advantages of doing business in the digital era is having the ability to track and analyze your results with the help of digital analytics. However, digital analytics is different from simple web analytics metrics we see in the Google Analytics tool.
Web analytics is only a part of digital analytics. Web analytics is more on the website’s metrics while digital analytics allows you to have a more comprehensive view of your marketing strategy as a whole. What is working and what is not, thus giving you the chance to improve your marketing plan. It gives you the needed vision to see where you’re going and if your efforts are paying off. This is a luxury that you do not enjoy with traditional marketing because there simply isn’t an option.
Whether it’s running email marketing campaigns or just analyzing website visits, there is a vast array of information that you can decode to understand your success rate.
When it comes to building and running a successful business in any niche, certain elements become more of a necessity than a mere need. Having a website is one of these elements because it has become an integral part of the modern-day marketing ecosystem.
Gone are the days when customers only used to visit business websites to get in touch with a company or learn more about it. Today, people are using websites to converse with brands, do product inquiries, purchase needed products while consuming targeted and relevant content.
A business website has become a digital marketing tool that is hard to ignore. Because it helps not only deliver information but also engagement of a high level. And in exchange for this, what your business receives is crucial data and insights that can be used to enhance your marketing efforts and grow your business.
Google Analytics
When it comes to digital marketing analytics, there are a few things that lay the foundation for it. And one of them is Google Analytics. The kind of insight that you derive from Google Analytics may not be too extensive, but it does set the path for understanding data and making sense of it.
Although there are many different types of data collection tools out there (both advanced and basic), few are as robust as Google Analytics. Which is exactly why it happens to be a commonly used data collection method.
The good thing about Google Analytics is the fact that the set of tools it offers is unlike any other set. Whether you are a novice or an expert, you can look into the data found in it to not only understand your target demographics but also figure out the best way to reach out to them.
Now, if you are new to Google Analytics, the platform may not seem as simple as it sounds. The data you get to access can be particularly overwhelming and may look a little confusing at first. However, given that your website is not that old, you can do some surface-level evaluation to understand their customer needs with the help of some basic metrics that throw light on your website’s performance.
Most Viewed Pages
It’s easy to get into the head of your target audience and find out what appeals to them most by analyzing the “Most Viewed Pages” metric. It takes out the guesswork and gives you a clear understanding of the topics or the subjects that you should be focusing on.
For example, you may think that a particular piece of content is going to be helpful to your visitors. But upon looking at the most viewed pages metric, you realize that is not the case. So whether you want to brainstorm new topics for your blog or see what product appeals the most to your visitors, the most viewed pages metric is a good place to start.
Page Exit Rate
This is the metric that gives you a clear idea of pages that are not performing well. Because when your visitors leave a page, it means that they were unable to find what they were looking for. By getting access to a list of most exited pages, you’ll know what to improve to enhance the overall user experience of your website.
For instance, if you find that one of your product sales pages has a high exit rate, then you may want to tweak the sales copy or look if there are any technical problems. Or else your site’s conversion rate may get affected. If this exit rate is between 75 to 100 percent, then there is something wrong that you need to analyze.
Remember, the key to finding success with digital marketing analytics is to try and look at areas that your competitors may not be looking for.
