Digital Analytics: The process of analyzing digital data from various sources like websites and mobile applications among others.
It provides a clear vision to the organization on how users or customers are behaving. Through digital analytics, companies obtain an insight into the areas where they need improvement.
Why Digital Marketing is Unique
Unlike the traditional advertising, digital marketing facilitates more data-backed decisions.
It also allows the customer to be able to be tracked before, during and after they interact with your business.
The amount of data you collect can also be scary at times, but it is all a part of the process.
4 Step Checklist for Making Data-Backed Decisions
- Ensure your Same Size is Large Enough: Making sure you have gathered enough information to be able to back up your data with facts is a key element in data-backing decisions.
- Make Sure Your Testing is Long Enough: Not having a same of data that shows you have successfully backed up your data can affect your data decisions.
- Use Appropriate Attribution Modeling: Common attribution models that are used for data-backed decisions are First Interaction, Last interaction, Linear, Time Decay and Position Based.
- Make Sure Conclusions are Unbiased: Being able to show data that does not show any type of bias is a good way to have data-backed decisions.
Where to Find Data & Where it Comes From
Internal Data: Information, statistics, and trends that organizations discover through their operations. It includes facts and figures that companies pull from internal databases, software, customers, and reports.
Examples Include:
- Website Analytics (Google Analytics, Adobe Analytics, etc.)
- Internal Site Searches
- Heatmaps (CrazyEgg, Hotjar, etc.)
- Call Tracking (CallRail, Invoca, etc.)
- Customer Relationship Management (CRM) Data
- Data from Sales Team
- Data from Engineering / Development Team
Market Research: An organized effort to gather information about target markets and customers: know about them, starting with who they are. It is a very important component of business strategy and a major factor in maintaining competitiveness.
Examples Include:
- Google DataSet Search
- Google Trends
- Goodle Ad’s Keyword Planner
- SEO/SEM Tools
- Moz, SEM Rech, Xenu Link Sleuth, Screaming Frog
Tracking Traditional Marketing Initiatives: relies on offline strategies, including direct sales, direct mail (postcards, brochures, letters, fliers), trade shows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.
Examples Include:
- Unique Landing Pages
- Vanity URLs with Tracking Parameters
- Coupon Codes
- QR Codes
- Call Tracking Software
How You can Present your Findings
There are many times of ways for you to present your findings of your digital analytics. Below are a list of different types of ways you can display your data:
- PowerPoint
- Charts / Graphs
- Visualizations
- Data Dashboards
The Truth & Dangers to Avoid
Data that is presented without commentary can lead to disaster. When you are presenting data, always provide corresponding details/analysis that can help give context.
Correlation DOES NOT EQUAL Causation
If you find that your findings are negative, is what you should do:
- Do not Panic
- Identify if Any External Factors Exist
- Verify your Control Remained Constant
- Record your Findings
- Make Adjustments
- Re-Test
Overview of Digital Analytics
Find data that is most relevant to your needs and create SMART goals on which to measure. Be sure to check-in, but do not jump to conclusions too soon. Identity trends and the source of those trends. Report regularly on your goals and your progress. Compare and repeat and once you met your goals, set new ones.
