Digital Marketing Analytics: Measurement and Optimization.

Digital Marketing Analytics: Measurement and Optimization.
Darrius Drew
Software and IT
It takes approx. 3 minutes to read this article

Web analytics has become an integral part of any digital marketing campaign. With instant access to data from web analytics, digital marketers are able to measure the success of their campaigns in real-time. While it can’t give marketers everything they want (like magic), it does allow them some insight into what might need tweaking or where there might be room for improvement. Reporting on all aspects of a campaign – from conversions to cost – means that those adjustments happen sooner rather than later, and gives marketers full control over exactly who comes through their sales funnel and how well they’re doing at each stage of conversion.

Whether using tools such as Google Analytics on your website or measuring ad campaign results directly from the ad platform, most of what you measure is going to be tabulated in very similar ways. This means it’s easy for marketers to compare the types of data they’re gathering from different sources and make better, more informed decisions about campaigns moving forward.

For example, understanding how different target audiences respond to your marketing communication early on can be a major deciding factor when it comes to how successful an online campaign turns out. Online web analytics allow marketers to immediately course correct based on fresh insights.

Learn about the power of web analytics and how it can help make your business grow. 

Your advertisement campaign isn’t reaching its expected potential? Using this data will tell you why. Say you’re running an ad campaign that relies on a range of social media platforms to deliver those ads, but there are so many variables involved – how do you know which one had underperformed until now? Two choices: Either adjust the budget so it favours those platform with higher performance rates (even though they might not have been at first), or just cut off anything with lower performance rates entirely.

Goal-Driven Marketing

Digital marketing is goal-driven marketing, where each strategy should be meticulously planned out in order to reach an end result. Having well-thought-out objectives sets up a framework for continuous improvement and success in an organization. It also provides markers for when these goals are achieved which can help prioritize what needs to be fixed or improved on an ongoing basis. No matter what the goal may be – new website traffic, sales numbers leads generated – all campaigns require careful analysis beforehand so that everything goes according to plan (or as close to it as possible). And KPIs exist too – Key Performance Indicators are used by organizations such as yours when evaluating if they’ve met their predetermined objectives or not.

In the end, no matter what the desired outcome might be – there will always be some sort of website analytics tool to keep things accountable. Learn from the expert  Setting up just the right Goals in Google Analytics provides insight into goals and their sub-goals. A key component of goal-driven marketing is having the ability to learn from mistakes or adjust targets accordingly when they’re obviously failing. It’s also important to remember that previous goals may turn out to be unsuccessful, so it’s essential to update them as soon as possible if this becomes apparent.

Main photo: UX Indonesia/

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