Digital Media & Web Analytics
Web analytics is a generic term meaning the study of the impact of a website on its users. Measuring the effectiveness of digital marketing campaigns & websites are two of the greatest challenges facing organizations. According to 2016 State of Inbound Marketing report by Hubspot, 46% of digital marketers cited “proving the ROI of our marketing activities” as one of the biggest challenge they face within their company.
Avinash Kaushik, the author of Web Analytics 2.0 and Google Analytics evangelist, has given a comprehensive definition of digital analytics:
“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)
With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results”.
Digital Analytics Cycle
Digital analytics should run in parallel with other marketing activities providing and informing the efforts with real-time information. Our expert consultants follow an analytics cycle consists of four steps: measure, analyse, report and test.
- Measure: the collection of data – quantitative and qualitative – needed for to understand the efforts, engagement and campaigns
- Analyse: extracting actionable information and identify reasons for any anomalies in the data. This includes attribution, segmentation, and competitive analysis. Putting this data into context against industry benchmarks and competitor activities gives valuable insight.
- Report: dissecting, digesting and processing the raw data collected and presenting that in a manner that provides clear & actionable opportunities to act upon.
- Test: utilizing the data to find the best solutions to the problems being identified during the analysis. Testing eliminates any personal opinions, biases, or ‘hunches’ from the decision making process. By relying on the data the outcomes produce it enables us to discover improvement opportunities and create actionable recommendations.
The analytical cycle should run in parallel with other marketing activities like monitoring ROI, providing unbiased actionable recommendations, actionable insight and driving the continual improvement in businesses. Have you spoken to our digital analytics experts with regard to your ultimate campaign objectives? Do you have a comprehensive digital analytics strategy, implementation and measurement plans that will safeguard your marketing investments? Do you want to drive more ROI by getting a picture of your business, services or campaign? What are the common obstacles and challenges you face in your business with regard to digital analytics?
Reach out to our expert team to help you answer the above questions, we’d be more than happy to discuss your goals with you.
The Rise of Big Data
Big data has bubbled up as one of the hottest buzz words in the digital marketing space in the past few years. The evolution of cloud computing – infinite computing power connected through real-time communication networks – has made data collection more affordable and the analysis of different points of data inevitably easier. The explosion of connected devices – smart phones, tablets and other digitally connected devices – has made the world more connected than ever, enabling marketers to monitor and collect engagement information at each touch point of the purchasing funnel. This combination has given today’s marketers unprecedented data about their customers.