Every time a brand or digital project falls into our hands, the first thing we do from Windup is to see what level of depth of implementation in data collection systems it has. That is, does or does not do professional digital analytics, and if it does it at what professional level and development. Much is said on social networks and in the world of the blogosphere about key issues such as organic positioning, digital branding, efficient management of the Community Manager or actions to generate qualified traffic to your site Turks and Caicos Islands Email List. But what about measurement? And with data traceability? With KPIS definition and dashboard layout? With improved conversion and hypothesis to improve ratios? What about data-driven, profitable business model decision making? Believe me if I say that without any of this, the rest of things lose much of their meaning. In this article we are going to delve into the importance of understanding and professionally applying a Digital Analytics Strategy. What is digital analytics or digital intelligence It is not worth answering that digital analytics is Google Analytics. Or know how many sessions a site has. Both are within the global concept but it does not serve us. Digital analytics is the area of digital marketing that is responsible for designing the data measurement strategy, defining variables and relevant KPIS and keys for the development of digital business. Therefore, in a Data Analysis Strategy: “The data is designed, collected, analyzed, interpreted, represented and defined. To establish descriptive and predictive decision-making models. ” Very simple, right? Perhaps it is time to start talking about broader and more professional concepts such as Digital Intelligence. Digital Intelligence encompasses 4 major areas of analytical impact: Digital analytics. Collection and treatment of variables and metrics. Visual Analytic. The representation of the metrics and KPIS analyzed visually. How I represent the KPIS in the best possible way. Business Analytic. The analysis and application in decision making oriented to the business model to work on the profitability of the company. Business Intelligence. The definition and approach of profitability-oriented predictive data decision-making models. Which is not only limited to data from digital marketing campaigns but also includes CRM, ERP … This concept is still ambiguous in the sense that it has different more or less global meanings. The definitions may vary but what must be clear are the 4 areas of impact and development at the Digital Intelligence level: – Data collection system: processes and tools. – Data visualization: with tools such as Data Studio, Tableau or Power BI. – Dashboard in real time for decision making. – Design of hypotheses and predictive models. Why is digital analytics important in digital marketing?
The digital world leaves its mark in each interaction, in each access, in each click, in each stroke of the scroll… it is a world with a digital trace !! Data is collected through a multitude of tools, media and channels. They are associated with cookies, email addresses are captured and associated with a sale. Traceability in conversion. And this means that almost everything is measurable. If we really want to launch profitable and results-oriented digital marketing strategies, we must know every piece of information about our online business: – From a publication on social networks to the newsletter that we send periodically. – From a conversion or the keywords that generate the most transactions in the business and are more profitable In addition, digital analytics or digital intelligence enables: Turks and Caicos Islands Email List 1- Measure each step that each user takes on our website or landing page. 2- Plot all conversions and sales to know where the income came from. What channel, what campaign, what action and what buyer persona. 3- Work on the quality of the web user to optimize economic resources and human capital. 4- Measure the optimization of the web at the usability and CRO level: click maps, heat maps, user recordings, scroll rates. 5- You can create objectives, events … to define, measure and optimize the purchase funnel. 6- Analyze the behavior of all external links that lead to the web: links published on social networks, in email…. 7- Cross multivariate data to deepen the analysis and draw conclusions for data collection, for example the data of an SEM campaign with the data of the customer CRM…. And this is just the beginning How to do Digital Analytics in a professional way Defining what I want to measure The first step is to know what we can measure digitally: What can be measured on a web page. On social media profiles. An email marketing campaign. Or in an SEM campaign for example. Once this is done, it is essential above all to know and understand what we want to measure to meet the objectives of the brand’s Digital Strategy.
That is why there is talk of defining a Strategy in Digital Analytics, because we must set the objectives, actions, channels… .plan to execute in an optimized and efficient way. The next step is the definition of the KPIS that help us monitor the fulfillment of these objectives. What tools do I need to measure correctly? The second step is to know the tools, configure them and get down to work. But be careful because this step without having done the previous one is meaningless. At this point we have the advantage that the entire free Google suite is perfect to start and reach an advanced level. For this reason, we recommend installing at least these five tools for digital measurement of your website: Google Analytics. It is the best known and simply by installing the tracking code in the “Head” of the web we will have control of everything. Sessions, users, bounce rate, time on page, pages viewed, device type, country, conversions … In short, a very complete and eu phone number powerful digital analytics tool. Google Tag Manager . It will help us measure where Google Analytics is not reaching. I define walking around the house as: “tell me where you want to put a box that the user does not see, but if it goes over it collects data. In this way we will increase the depth of the analysis. Google Analytic for Ecommerce . If you have an e-commerce or online store, whether in Woocommerce or Prestashop for example, it is mandatory to configure it to be able to measure the traceability of each of the online sales that are registered. Know which Facebook post has generated the most conversions or which SEM Campaign ad has had the highest ROI. Yandex . Here we go to the leading search engine in Russia, but don’t worry, it’s also free. Yandex, as Javier Gosende told us a few years ago in the Digital Marketing Master class, is perfect for doing the part of session recordings, heat maps, scroll maps…. It is simple to configure and very powerful at the usability and UX level. Google Data Studio . It is Google’s visual analytics tool, it connects with the Google Analytic APIs, Search Console, Google Ads … and with it we design real-time dashboards. If you also want to go deeper, you can look for connectors that will allow you to have real-time data from Facebook Ads, Semrush or whatever you want. With this digital survival kit we will be in a position to grow the business, to have true control of the data and therefore to have 100% control of the digital business.