Section 4.0 Digital Analytics
Module 4
Section 4.0
Digital Analytics
“Without knowing your audience, and without solid preliminary hypotheses, big data is useless”
Measuring the effectiveness of digital marketing is one of the greatest challenges facing businesses today.
Successfully evaluating the impact of marketing campaigns requires the use of comprehensive digital marketing analytics. When most digital marketers hear the term “digital analytics” they tend to think of the web-based metrics typically associated with familiar analytics like Google Analytics which analyzes traffic, bounce rate, and unique visitors.
While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to understand the impact of their marketing campaigns on conversion rates and the buyer’s journey.
Digital marketing analytics, meanwhile, offers a much more comprehensive view of what’s working (and what isn’t) when it comes to your marketing strategy.
Regardless of how you fit into your company’s marketing mix, learning how to understand and leverage digital marketing analytics is incredibly important. Analytics data not only tells you if your marketing is working, but it also tells you precisely how and where you can improve. This type of insight can benefit you.
Digital analytics in the marketing context refers to the tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence. These channels might include social media platforms such as facebook, instagram, or linkedin. They might also include your display or search ads, email, affiliate marketing sites, or many others.
The four primary types of digital analytics in marketing are as follows. And you need each of them to develop a comprehensive strategy.
- Competitive landscape analytics – tracking how competitors attract, convert, and retain customers
- Predictive analytics – Predictive analytics in marketing anticipates your customer’s next move. Be there with the right message.
- Customer behavior analytics – determining the what, where, when, how, and for how long about your customer’s online behavior
- Performance analytics – how well your brand is performing in critical locations like Instagram and Google.
Benefits of Digital Analytics
With digital analytics in marketing, you:
- Understand who your most likely customers are so you can target them more meaningfully
- Retain customers
- Increase customer lifetime value
- Proactively relate to customers
- Deliver the right message at the right time
Importance of Analytics in Digital Marketing
Why do you need marketing analytics?
Well, the truth is,
The Internet is a crowded space. If you’re not hyper-focused, you’ll waste resources on things that don’t work.
Web analytics in digital marketing focuses your efforts to save time and money. Optimize everything to maximize ROI.
The Platforms
Everyone has their own preferences for the Social Media platforms they use, reflect on how you used them.
Social media platforms are interactive technologies that allow the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks. While challenges to the definition of social media arise due to the broad variety of stand-alone and built-in social media services currently available, there are some common features:
- Social media platforms are interactive Internet-based applications.
- User-generated content—such as text posts or comments, digital photos or videos, and data generated through all online interactions.
- Users create service-specific profiles for the website or app that are designed and maintained by the social-media organization.
- Social media helps the development of online social networks by connecting a user’s profile with those of other individuals or groups.
SM platforms have many functions and allows their users to socialise in various way with personal choices to engage and share across platforms with the functions to;
1. Socialising and networking
2. Video Sharing
3. Photo Sharing
4. Blogging
5. Community Building (private groups)
Use of Keywords
Social Media Platforms are used for two main reasons to share or advertise, both serve a single purpose. Content helps in many ways to explore a topic and composition, use of sentences to express and achieve the primary goal to gain awareness with the choice of effective words. Those impact words are ‘keywords’ more often used for searches, thus is the effectiveness of those words.
Summary
- Digital analytics in the marketing context refers to the tools used to analyse.
- Develop a comprehensive strategy.
- Performance Analytics
- Predictive analytics
- Customer behaviour analytics
- Competitive landscape analytics
- Engage and share across platforms with the functions to;
1. Socialising and networking
2. Video Sharing
3. Photo Sharing
4. Blogging
5. Community Building (private groups)
4.00 Google Analytics Uses and Tips
4.00 Google Analytics Explained
Activity 4.0
Please write a comparison on EACH of the 3 platforms advantages and disadvantages that you use, how are they different?
Preacher’s Video Clip
In the Preacher’s video clip in the introduction, he made some
important points that made his audience react to his content.
Activity 4.001
Re-watch the video on Module Introduction, the religiously inserted video in the Prime Life introduction presentation, as an observer at the receiving end, name the main points of his contents and explain them.
Activity 4.01
We regularly post on SM platforms, please comment and engage using keywords concerning the subject, i.e what you agree or disagree with, share, and repost. Send 3 different screenshots of your comments and posts on the various SM platforms over a few days.
Please grade yourself on this section.
Please provide your feedback on the section.