Data Analytics drives digital marketing

Data Analytics drives digital marketing

How data analytics and engagement help focus your website content strategy.

Published: October 9, 2017
Updated: February 10, 2018

data analytics drives digital marketingMeasuring & Reporting Data Analytics: Test, Test, Test

Every marketer knows the important of testing. That’s why we often use the word more than once to emphasize its importance. In real estate, for example, they use the term location, location, location. It’s not used once but three times in a row to stress the importance. For digital marketers, it about test, test, test because data analytics drives digital marketing and we always want to deliver results on our content.

When it comes to digital marketing today, the term test has been adopted from old school direct response marketing of the 20th century. Once the marketer had the ability to move from lofty branding aspirations to delivering actual results, the marketing campaign changed forever. We saw that first hand with tons of mail and variations different people would receive in their mailbox. That same practice is what is used for digital marketing today. The marketing or campaign test helps marketing departments and their colleagues in market research / analytics find consensus around the marketing campaign – ensuring it can be measured and tested as best as possible. Over the past 40-50 years, the measurement became part of effective marketing and how campaigns would “measure” success.

How does data analytics work?

Websites are easy to track. They can tell you visitors, pages they visited, time spent on each page, time spent on your website what they clicked (and didn’t click) even where they navigated on the page using technology like heat maps. It’s fascinating to see what we can track these days and attribute to an article written, campaign launched, product offered, social media mentions or likes, ads pointing back to the site, etc. Remember, data analytics drives digital marketing these days and the data will tell us the story of what’s happening and not happening. These numbers don’t exist however with careful planning to ensure various touchpoint are tagged and tracked. This may be the first thing you need to add to your website – data analytics!

Important Articles & Engagement

When bloggers try to understand what articles their audience wants them to include and write about, they can post a poll, ask for feedback and go right to the traffic to see what’s working and not. We find content marketing is still key. If there’s an article that measured well and spiked engagement, then there is a good chance it should be revisited in the future or perhaps used as a launchpad for a series or section on the website. These type of campaigns also help funnel people to a desired outcome such as make a comment, share the article on social channels or even respond direct to the author or offer presented.

digital marketing engagementInformation today needs to be informative and helpful. It must communicate quickly and help navigate people to what they’re looking for or else they will move on. The art of keeping people on your website and attracted to your content is called engagement. It’s like a herd of cattle. If you watch them together on a field, they gather in a similar location, graze until they’re full, rest and move on. They don’t stay in the same place because once they come, they go only to return again when you’re ready to give them a healthy meal. In order to understand where they’ve gone and what they’ve done, farmers track their cattle and with larger herds, help move them from one area to the next. Even the farmer if they were building and creating a website would soon realize that data analytics drives digital marketing and I bet would be some of the best digital marketers, hands down.

That’s because in so many ways, as farmers, digital marketers do the same with those visiting our websites and consuming our content. Great digital marketers are paying attention to their numbers and analytics to see what’s working. They also know that while we’re not looking, Google, Bing and other search engines are spidering and scouring our website, consuming all the posts, articles and links we have ready for them to take in and share with others.

Data Analytics drives digital marketing

For those who desire to be better digital marketers, they may need to follow these three steps to start collecting the data, measuring the data and then using their data. You can’t look at data that isn’t captured. So here’s three quick ways you can start analyzing your data to make you a better marketer and destination.

1) Collect the Data

Install Google Analytics. Sure there are other solution, but most usually are expensive and include tools the average website doesn’t need to be good at digital marketing. It goes without saying, but GA is the tool to help any business or blogger track their traffic and engagement. There are many others including Adobe Analytics Cloud, Sitecatalyst, Omniture and¬†tableau to name some leading platforms.

If you don’t track & collect, you’re lost in the woods without a compass.
Dave Geipel

2) Measure the Data

One of the important factors with building an audience is to give them what they want. See what drives inbound links. Track and measure what they share. Look at your bounce rate. Bounce rate can negatively impact your SEO and revenue potential. Most of the time visitors will find one article or piece of content of interest, but you can help move them (like cattle) to other parts of your website or to a call to action (CTA). Once you understand your data, it’s great to visualize it and tools like Google Data Studio help marketers visualize these results. Pay attention to your bounce rate because this will show you if they stay or quickly leave.

3) Use your Data

Be intentional with engagement. To engage a new visitor, you must grab their attention, show you are serious and a source they need to follow. In building a community, it’s about more content on what they came to you for in the first place. If you’re an commerce site, cross sell, upset, show variation in your merchandise selection. Never expect visitors will see when they discover and land on your website. Remember first impressions!

digital marketing analytics

Thousands of messages are sent every day, marketers must realize that data analytics drives digital marketing.

Finally, to bring this together, know how people interact with you. We call it mobile first for a reason – people are more likely to see you on their phone or tablet than a computer. Always test your content on both sets of screens and make sure you’re engaging. Boring content may only attract those looking for reference material like data sheets.

Don’t forget that data analytics drives digital marketing. So start tracking, monitoring, creating new and fresh content and be intentional engaging your visitors. Once you move past gaining visitors, you now have users, fans, promoters, and customers.

Data Analytics drives digital marketing
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Data Analytics drives digital marketing
Data analytics drives digital marketing. So start tracking, monitoring, creating new and fresh content and be intentional engaging your visitors.
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