Which part of your marketing strategy brought that customer in? Was it your social media or blog that made the sale? Are your marketing tactics paying off? Do you know where your results are coming from? If you don’t know the answer to these questions, chances are you are doing your analytics wrong.
This huge jigsaw puzzle of proving the ROI of your marketing activities goes beyond page views and click-throughs. Surface level web analytics may not be the winning ingredient in the marketing recipe, but digital marketing analytics is.
7 Reasons Why You Should Be Using Digital Marketing Analytics
Digital Marketing Analytics –
- Gives a comprehensive report on your marketing strategies
- Reports the connection between marketing channels and their pay-offs
- Includes data such as traffic, leads, sales, website, email, social media, and PR
- Helps marketers understand not only the success of their website, but the success of the marketing being conducted on the website
- Compares marketing initiatives against each other (i.e. blogging vs. social media)
- Identifies weaknesses of channels in the marketing mix
- Benefits marketers by helping them understand the overall effectiveness of their marketing strategies
Draw Your Picture Bigger
Web analytics is that sketch in your notebook that you hope to incorporate into a bigger project. Digital marketing analytics is the in-depth painting hanging on the wall that details every brush stroke ever made. In other words, digital marketing analytics will give you the big picture view, rather than a scribble on a post-it that says how many people viewed your website today.
Connect the Dots
Sure, you can see how many page views, retweets, and click-throughs you had today with web analytics. You can also see how your social media is performing and how many conversions were made with an email blast. But how do you connect and compare social media analytics to email analytics? That’s where digital marketing analytics comes in.
Channel comparison is one of the biggest reasons why marketers do not know how to shift strategy. Maybe you need to write fewer blog posts or post more pictures instead of text. It could be your social media needs a new voice. Marketers have the ability to shift strategy within a channel based on how it is performing, but with digital marketing analytics, you can shift strategy across multiple channels. Decide whether you need to send less emails or focus on more social posts.
The Click or the Finger
Which matters more? The click itself or the person who is clicking? With digital marketing analytics, the data revolves around the person, not the number. Having an in-depth idea of who your customers are makes it easier to motivate them to click and therefore convert. Having strong lead intelligence can separate you from competitors by knowing with your customer and joining them on their journey from introduction to action.
In order to further understand their journey, digital marketing analytics helps you understand what your customer is interested and how their interests change every step of the way. Maybe your customers were on your blog before they changed direction from your website. Having this information can better inform you on your mapping to conversion and implementing new strategies in lead management.
Challenge: Prove the ROI of your marketing activities. Many times this is hard to do if campaigns don’t have clear goals or there is a lack of resources to measure success… Or both.
How do you overcome this challenge? Are you using a different resource to measure your website analytics versus your social analytics? Try using a tool that pulls all these analytics together so all measurements are together in one place.
Become a Cross-Channel Machine
Grow your business and make your marketing tactics pay off by measuring not only individual channels but by drawing conclusions across channels. By doing analytics right, you can better understand how your marketing and sales interact with one another while turning them into a strong unbreakable relationship. This relationship is strengthened by the quality of leads and insights.
In this match between web analytics and digital marketing analytics, digital marketing analytics wins. If your marketing efforts are reliant on surface level web analytics, you could be rooting for the losing team. Become a loyal fan of digital marketing analytics and better understand your strategy, its performance, and its connection to the growth of your brand.