The Ultimate Guide to Use Web and Digital Marketing Analytics for Better Growth
Effective analysis of digital marketing strategy has been a struggle for many organizations. Successfully evaluating the impact of selling campaigns requires the employment of comprehensive digital marketing analytics. When most marketers hear the term "digital analytics," they tend to consider the web-based metrics typically, like Google Analytics which analyzes traffic, bounce rate, and unique visitors.?
But this is just the tip of the marketing insights iceberg. While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to grasp the impact of their marketing campaigns on conversion rates and also the buyer's journey. Meanwhile, digital marketing analytics offers a much more comprehensive view of what's working (and what isn't)in a digital marketing strategy.
Regardless of how you fit into your company’s marketing mix, learning the way to understand and leverage digital marketing analytics is incredibly important. Analytics data not only tells you if your marketing is performing, but it also tells you exactly how and where you'll be able to improve. This guide will allow you to understand and master the analytical side of digital marketing by learning what marketing metrics to monitor, how to read and apply them to your marketing decisions, and how to leverage them to grow your business and bottom line.
What is digital and web analytics??
Digital marketing analytics is the translation of customer behaviour into actionable business data. Digital analytics tools can help companies understand what consumers are doing online, why they’re doing it, and how this behaviour can be converted into digital marketing campaigns.?
Put simply? Analytics draw the line between opinion and fact by giving your business data-driven insight into user behaviour. Before we dive into how to use digital analytics for your business, let’s talk about what marketing metrics you’ll be measuring and analyzing.
To get a clear picture of your campaign’s impact, you need to look at a wider variety of actionable metrics. Here’s a comprehensive list of all the marketing metrics you need to know — and what they can tell you. The following are digital marketing metrics for different associated with websites and web activity — a.k.a. web analytics.?
Digital Marketing Analytics vs. Web Analytics?
Web analytics and digital marketing analytics are different in terms of their focus. Web analytics provides information about website performance and optimization, whereas digital marketing analytics offer contextual insight around user behaviour in, on, and around your site.
Simply put, web analytics just isn’t enough for complete analysis for the business. The data that web analytics provides alone doesn't cut it for marketers who need to understand how their work makes an impact throughout the entire marketing and sales flywheel. The reality of today’s marketing extends beyond the bounds of a single website.?
It also includes how your marketing channels interact, the insight you gain from those outcomes, and therefore the progress you track through your reporting. This perspective provides the foundational data you wish to structure your flywheel — delighting your existing customers enough to draw in and have interaction with new ones.?
Web analytics measure things a webmaster or technical SEO specialist cares about, like page load speed, page views per visit, and time on site. Digital marketing analytics, on the other hand, measures business metrics like traffic, leads, and sales, and permits you to watch which online events determine whether leads will become customers. Digital marketing analytics include data not only from your website, but also from sources like email, social media, and organic search.
In digital marketing analytics, marketers can understand the effectiveness of their entire marketing strategy, not just the effectiveness of their website. Using digital marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing) stack up against one another, determine the true ROI of their activities and understand how well they're achieving their business goals.
There's no doubt that marketers are aware there's a deficiency in how they're able to measure the effectiveness of what they do; here's how full-stack digital marketing analytics makes up for that deficiency.
How is digital marketing analysis useful??
Marketers deploy digital marketing analysis to understand how their current digital channels are performing. This process also unearths new opportunities to reach and engage their target audiences. A digital marketing analysis is the first step to developing a strong digital marketing analytics strategy. This process can be used to structure a business goal into outcomes based on three broad categories:?
Digital marketing analytics provides a deeper look at your selected marketing channels. It’s great to see how each of your channels (e.g., social media, blogging, email marketing, and SEO) is performing, but the true power of analytics comes into play once you can easily tie the effect of multiple channels' performances together. Digital marketing analytics not only tells you the way many folks clicked through from your email to your website but also what number of these people converted into leads for your business once they got there.
Digital marketing analytics enables you to trace how your prospects and leads are interacting along with your various marketing initiatives and channels over time. Full-stack digital marketing analytics can tell you all of this and more, providing you with extremely valuable lead intelligence which will help inform the direction of your future campaigns. Having this data makes it possible to implement an efficient lead management process, enabling you to attain and prioritize your leads and identify which activities contribute to a marketing-qualified lead (MQL) for your business.
One of the foremost useful functions of selling analytics is its ability to attribute specific marketing activities to sales revenue. Sure, your blog could also be effective in generating leads, but are those leads turning into customers and making your business money? Closed-loop marketing analytics can tell you. Having this closed-loop data can facilitate your determination of whether your marketing initiatives are contributing to your business's bottom line. Through it, you'll determine which channels are most important for driving sales.
Most marketers know they need to be looking at more than just traffic and website performance to get the insights we've talked about so far. But why do so many of us still struggle to measure the impact and prove the ROI of our online marketing activities? Probably one of two reasons: We don't have solid goals in place for our campaigns, or We don't have the means to measure our success.
Grow Better with Digital Marketing Analytics
The most important takeaway from this is: If you're relying solely on top-level web analytics, you're missing out on plenty of powerful data which will help inform your marketing strategy and better connect along with your audience and customers. So, when evaluating digital analytics tools for your business, take care you are looking for evidence of digital marketing analytics, not just web analytics.
While web analytics provide a rosy picture of your top-line activity, digital marketing analytics can facilitate your turn your business objectives into measurable outcomes that support your bottom line. Prioritize the info that reflects people — not page views — and you’ll be growing better in no time.