As explained in last week’s blog, “Digital Metrics You Should Be Tracking,” these analytics can come in many different forms from many different channels - the most prominent of which include email campaigns, website activity, and social media engagement. Examining all this data serves a myriad of purposes all aimed at bettering your business and marketing plans. As a whole, digital analytics gives the most insight into these three main focus points:
Descriptive Analytics (i.e. Understanding and Measuring Success)
Trackable analytics takes the guesswork out of online marketing. Instead of contemplating the theoretical value and success rate of campaigns, you obtain definitive, hard numbers through your metrics. You’re able to see exactly which techniques got the most attention and positive feedback across all platforms and devices. Not only are you able to see what worked, you can see what worked for whom, and you gain valuable insight into the actions and motives of your target audience.
Predictive Analytics (i.e. Anticipating Customer Behavior)
Big data and analytics are excellent sources for identifying trends and customer behavior, determining ROI of particular strategies, and helping businesses make the best decisions for a variety of different business functions. Studying your analytics gives you a clear view as to how your target market is likely to respond to particular campaigns instead of just guessing then seeing what did and didn’t work.
Prescriptive Analytics (i.e. Making Decisions Based on Data)
You’re able to receive measurable results for every aspect of your marketing technique and use those results to inform any campaigns or strategies you make thereafter in order to accommodate the needs and trends that your audience has displayed, thus ensuring the best possible return on investment. Once your team starts the process of implementing change based on analytics, digital marketing becomes more effective, straightforward, and near effortless.
In today’s world, understanding digital analytics is absolutely necessary for establishing effective marketing strategies. No matter what industry your business specializes in, you need to pay attention not just to the kind of content you contribute to your online presence but how that content is received by your audience. To start getting the most value from your marketing efforts and strengthen your online presence, Clairant is here to help. Give us a call today!
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.