Technology has transformed the way businesses interact with clients and customers, as well as the information gleaned about habits and traits of members of a target audience. Using all the available data and analyzing it to make business decisions can help a company move ahead in its industry. One component of a strong growth plan is digital marketing analytics, which can help provide a vision to the organization about how its customers behave.
Understanding Digital Marketing Analytics
Digital marketing analytics involves reviewing and comparing data from various digital sources, including mobile applications, websites, and advertisements. Since many companies have gone mainly, if not fully, digital in their marketing efforts, it has become more important to review and analyze the digital data sources and determine how well these efforts are working. Digital analytics is the method used to collect, measure, and analyze quantitative and qualitative data.
Quantitative data includes the information collected about numerical data. In this case, it might include the number of visitors to a website or the amount of time a user spends on a particular page. Qualitative data refers to the feelings or opinions of an individual, and it is more complex to measure.
Importance of Digital Marketing Analytics for Business Owners
A business owner can use digital marketing data for many purposes. The main goal of collecting and analyzing digital data is to gain insights into areas in which the business could improve. In the previous example of reviewing comments from mobile app users, a business owner might put together the top few complaints about the app or its functionality. They could then use those shared concerns to create a plan to enhance the way the app functions or create a more engaging interface.
The behavior of users on a website or in response to digital marketing efforts can also provide insights to a business owner. If users seem to get stuck on a particular page or always navigate away from the site when in a certain area, that provides a clear indication that those portions of the site are creating navigation issues.
How to Best Use Digital Marketing Analysis
When analyzing digital marketing data, it is helpful to understand what is important to the modern user. A business website should be optimized for mobile and easy to navigate. Users should be able to find the information they need instantly, rather than having to dig through a site to find it. The process of data analysis may also help a business owner narrow down the qualities or traits of its target audience members, helping to create more targeted content.
If the concept of digital marketing analysis feels confusing to you, you are certainly not alone. However, learning how to collect and analyze data is an important aspect of modern marketing and business ownership that simply cannot be ignored. An online short course provides insights into leveraging digital channels to optimize marketing efforts. Register for the course to learn more about this important tool to start applying it to your own business.