Digital analytics is the science of analytics with a focus on internet data.
What is Digital Analytics
By collecting and analysing this data, better informed business decisions can be made and business strategies optimised.
Digital Analytics is not only looking at data from a website as it was in the past, today it includes data coming from websites, mobile apps, social media and 3rd party sources.
Breaking a complex topic into smaller parts allows us to get a better understanding of how something works. From here we can measure it and we can optimise it. I strongly believe that by making many small incremental improvements across a site, massive results can be seen.
Audience
The audience report provides insight into characteristics of your visitors. These days we have to listen to our customers in a completely different way to how we used to. Instead of face to face we have to listen when they interact with our website and apps, when they speak on social media and when they interact via email.
Acquisition
Acquisition reports provide insight into how audiences respond to various marketing activities. This could be advertising, publicity (guest blogging, press releases and articles) or direct marketing on your website, social media or email campaigns.
Content Analysis
One of the main reasons to understand analytics is to be able to optimise the content on a web page. Trying to convince the search engines that you are an authority in the subject you’re talking about is key to an effective SEO strategy.
Conversions
When a visitor on your site performs an action you have already defined as a goal, it is recorded as a conversion. With analytics we can dive deeper into the steps that led to that conversion or resulted in a conversion not being made. We can visualise the point on the site where they left and optimise the relevant page accordingly.
Retention
It can cost up to 30x more to acquire a new customer than it does to keep an existing one. The most efficient digital marketing tactics for customer retention is email marketing and social media marketing. Both of these and more will be discussed in future blog posts.
Advocacy
Advocacy is quite possibly the most important step of your customer life cycle. By improving customer satisfaction and retention, your customers will become your best channel for driving brand awareness and will naturally entice other people to become your customers.
“ The Science of analytics with a focus on internet data ”