Data analysis in digital marketing is golden
Businesses do their job well by having a social media presence and advertising on Google, yet they continue to downplay the power of data analytics in digital marketing.
Ordering, studying, and understanding the information obtained through digital channels is essential to improve marketing efforts, but also to indicate the pattern to be followed by organizations over time.
Real digital marketing is precisely about using complex information to draw maps that help us make decisions.
Data analysis in digital marketing is our best asset to determine when it’s necessary to act with force and when it is better to withdraw.
The problem is that information overwhelms us, so we dig deep into it, we ignore it or we turn the page and continue with the same strategies as always.
How to approach data analysis in digital marketing?
When the information obtained through social networks, blogs, the website, landing pages, and more becomes valuable, we usually use methods and tools that help us give it meaning.
This is when programming becomes a key tool.
With it we can see beyond the surface and express large batches of data in user-friendly reports that help speed up decision making.
A full-size digital marketing project whose objectives are, for example, to get leads through a website or accelerate sales in an online store can use the following tools to obtain and analyze relevant data:
Google Analytics is the longest-running and most popular digital marketing data analysis tool.
The tool provides you with enough information to know if your marketing efforts are on the right track.
At its most basic level, Google Analytics gives you:
- Visitor information (audience)
- Where did they get to your website or app from? (acquisition)
- How long were they and how did they use your website? (behavior)
- Indicators to determine if this behavior met the objectives you set for your website or mobile application (conversions)
Google Analytics delves into these 4 aspects in detail and offers a lot of information as well as metrics and secondary dimensions.
To get more precise information about user interaction with your website or app you can use events.
Events are signals that inform you about what is happening inside your media: clicks, how long a user stays, page jumps, and so on.
These events tell you if the objectives that your company set for a certain digital channel are being achieved, mainly on websites and landing pages.
Normally, these objectives are: for the user to click on buttons that lead to subscriptions or sales, to go to internal pages of our sites, and so on.
Now, the secondary dimensions indicate the sources or media that brought active users to our media; that is, where the positive actions originated, and even the type of device and the times where they are most encouraged.
Only the analysis of data in digital marketing can alert us and make us change the route in time when none of the objectives sought out are being met.
Google Analytics has an advanced eCommerce feature called Enhanced Ecommerce Analytics.
It focuses on all the important metrics of an online store: from events to details about transactions and revenue.
In addition by connecting Google Ads with Analytics, Enhanced Ecommerce shows you the economic performance of your campaigns.
On the other hand, when advertising on social networks it is essential to add UTM parameters that help Analytics filter the sources that send traffic to your website, and show you the performance of campaigns on Facebook, Instagram and Twitter.
With the above, it is easier to attribute results to the different advertising media that you use in your marketing strategies.
How to share the data analysis in digital marketing?
Sharing the results with everyone involved in a marketing project can be challenging because there will be different ways of interpreting the information.
To solve this issue, Google Analytics allows you to create personalized dashboards that include the data that is of interest to each of the parties: general management, marketing management, and so on.
But to go one step further in the process of expressing and sharing the data obtained in digital marketing, it will be necessary to use another tool, also from the Google family:
Google Data Studio
Google Data Studio is a platform for creating reports with different data sources, mainly Google Analytics and Ads.
This way the information is centralized and updated in a simple way.
This eliminates the need to create a report for each period to be reviewed, you just have to adjust the dates and Data Studio will show only the corresponding information.
Data Studio is particularly important so everyone involved in a marketing project is in tune with the objectives and goals to meet.
Because of this it is easier to make decisions about projects and respond quickly to the market.
Lead the change in data analytics in digital marketing
My work in digital marketing projects, over several years, allows me to affirm that there are 3 fundamental aspects in the treatment of the information obtained with the analysis tools:
- Define it
- Collect it
- Express it
It’s not about going crazy looking for fancy tools to gather information.
In this area, the most important thing for any company is:
- Know what information adds immediate value to business objectives.
- Bear in mind that every effort must be controlled and that its implementation requires constant monitoring.
The number of companies that don’t precisely know what information they need to gather is impressive. They do not invest resources to do so or, if they do, they do not pay attention to it and it goes to waste.
Because of this they end up wasting time and effort on superficial marketing actions that do not add to the commercial and branding results they require to stay in the market.
It is a great time to change the perspective of your company by making use of data analysis in digital marketing.
As you saw, analytical tools are available for everyone. With them it is possible to have a clearer picture of what happens when implementing a marketing project. It allows you to walk with firm steps guided by information.
Entrepreneurs may develop the ability to find the details of the information that are crucial to the direction of their business, while a digital marketing agency like NeueStudio handles the in-depth analysis and presentation of detailed information on the efforts developed.
If you want to know more about it, don’t hesitate to contact us.