If you’re a marketing professional venturing and integrating digital to your practice, you should haste your way on catching up as the business world is changing rapidly. In this generation wherein everything is accessible 24/7 days, dealt within a click of your pointer, and open-ended with whatever it is that you need.
It has been apparent that our marketing practice has further progressed, data have become the powerful tool we all need before we proceed and move forward. Marketers of both large and small businesses are leveraging more on evidences according to insights provided which we value.
Which resources or tools can we use for this? For most, those social media channels which we frequent already have included their own analytics dashboard for our free access (Facebook, Instagram, Twitter and Pinterest).
According to Google Analytics Solutions, “Digital analytics is the analysis of qualitative and quantitive data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes for both online and offline.”
In every campaign, we set objectives. Through analytics, it helps us marketers to measure outcomes and have base line for our efforts.
In the online world, there are five common business objectives:
- For ecommerce sites, an obvious objective is selling products or services.
- For lead generation sites, the goal is to collect user information for sales teams to connect with potential leads.
- For content publishers, the goal is to encourage engagement and frequent visitation.
- For online informational or support sites, helping users find the information they need at the right time is of primary importance.
- For branding, the main objective is to drive awareness, engagement and loyalty.
Resource: Google Analytics support.
With these objectives, with each tactic, you’d have to put the ‘macro’ and ‘micro’ conversions behavioural data separately on segments to understand what experiences drive the right outcomes from the channels you’ve used.
Macro conversions are those big purchases (resulting to ROI) from your ecommerce sites meanwhile Micro conversions are those side efforts from the site such as coupons acquired or email subscriptions (resulting to Leads).
Learning to understand your analytics through demographics and behaviour would make you have basis on which works and what doesn’t or how would you alter your campaign to reach your business’ objectives.
Basically, knowing how your audience interacts with your website is crucial for your success. The best way to know is through the data which shows your traffic stats. You may also plug-in Google Analytics to trace for your sites and make use of the social media channels dashboards for each channel’s analytics. your marketing efforts should generate revenue and these analytics should prove if your efforts are working to your advantage.
Learn and understand Google Analytics, it’s FREE! All you need now is yourself and spend time on educating yourself. Go for it, it’ll be a huge asset for your practice.