Your marketing and data teams, in particular your Chief Analytics Officer, will need a tool that tracks the performance of your sales, marketing campaigns, and user engagements across all channels while having the ability to give insights into future planning.
By recognising what it can do and how it helps decision makers both long- and short-term, this guide to digital analytics sheds light on the user’s journey, its impacts, and how you can create a successful, data-driven marketing strategy. Through implementing digital analytics into your business strategy, you’ll increase usability, optimise user experiences, and maximise conversions.
What is digital analytics?
Digital analytics is the process of analysing digital quantitative and qualitive data from sources like websites, mobile apps, and social media channels to provide a clearer picture of what and how users are looking for items, and how to enhance your customer experience and strategies. Derived from multiple sources, these cross-channel analytics help provide insights into the best customer journey to complete a conversion.
Digital analytics, which includes website analytics, is part of the broader behavioural analytics which provides insights based on all customer interactions with your business.
Understanding the top five benefits
Tracking your digital analytics offers many benefits overall:
- High-level data that provides insights into acquiring new users, as well as understanding their needs, for a focused user experience that develops into long-lasting relationships/returning visitors.
- Helping improve operations productivity, as well as optimising the organisational processes tailored to your business needs and user demands.
- Recognising trends that drive your strategic marketing roadmap for things like new services, features, and products.
- Opportunities for a personalised user experience through insights in a multi-channel environment.
- Mitigating fraud to ensure timely responses for real-time threat detection processes, automated alerts, and efficient fraud reporting and risk management efforts
Digital analytics gives your team the chance to improve their digital strategy with actionable insights, giving your users a seamless, personalised experience every time.
Types of digital analytics
Since a digital analytics tool is able to showcase the entirety of your online experience, you’re able to get a bigger picture of your audience, accessing the reporting for each of your channels to see where users are, what they respond to on various platforms, and how you should focus your marketing strategies for a maximum return on time and resources. While there are many subcategories of digital analytics ranging from social media to CRM and billing, some of the aspects of your business you can analyse might include:
- Users. Check the number of website visitors, user behaviour, bounce rate, conversions, and customer journeys.
- Websites. View your site’s visibility index, on-page search engine optimisation (SEO), and backlink analysis and monitoring.
- Shopping and e-commerce. Follow conversion-tracking, email campaigns, and cross-selling campaigns.
- Advertising and marketing. View campaign tracking, as well as tracking affiliate links across omnichannel marketing efforts.
Digital analytics vs. digital marketing
It might seem getting all the data points available to you is a good thing but that can be overwhelming for a lean team to handle. You must be able to analyse the right data subsets, as it offers the clarity on what your team will need to improve on through the results they’ve gathered, to prepare for which marketing strategy to implement. This usually happens for three reasons:
- Trying to simplify important analytics by lasering in on specific data points.
- Not matching business goals with the available statistics, and therefore, not connecting your goals to measurements so your business can’t reach a successful run.
- Not understanding how your data is measured and calculated.
Digital analytics takes the data you’ve gathered, identifies the basic benchmarks, and analyses that information to help you understand customer wants and needs. Digital marketing allows you to build content and marketing strategies that target users with market research and intelligence, tailoring your marketing efforts to ensure success. One cannot exist without the other—after using your digital analytics tool to turn that data into actionable insights, digital marketing will help shape the marketing strategies you’ll need to make successful conversions.