Analytics, strategy and planning

Analytics allows us to measure and monitor online traffic from your website and social media accounts and learn about your customers and their behaviours. It doesn’t provide names but it does allow marketers to understand a lot more about individuals and their buying patterns giving us the opportunity to develop customer personas.

Analytics – why are they useful?

Until recently, there was no definitive way to measure if your marketing was working or, if you were getting a ROI. Today, analytics provides the data to show us what IS working and, what is NOT.

Analytics gives us the means to justify investment, to prove it is working well or to show us when improvements are needed. Data provides valuable insights into customers’ behaviour and, through an understanding of trends and patterns, better conversion rates and ROI can be achieved.

Analytics, if understood, will give any business a head start on their competitors. Being able to measure engagement and conversion, one will soon discover how and when your customers are buying, what they are buying, the best time to market to them and on what device.

Who uses analytics?

It is becoming much more common for a whole variety of people to use them from a top level executive to a marketing assistant. People will use them in different ways – it depends how the analytics are useful to your business.

Customer journeys

Customer journeys are very varied and people do not search or shop in the same way. It often depends on what they are looking for and how quickly they need it. They might be search for a review or asking friends for a recommendation through social media. How many pages of content will they read about your product prior to making a decision? Are they are looking for a free trial or requesting a quote?

There are various web analytics packages on the market of which Google is one of the strongest. Some are paid, some are free, some integrate with other platforms and others, generally the paid packages, offer richer data and more detailed reporting.

Strategy and planning

To get the best out of digital marketing, you need to have an overview of the bigger picture. First looking at the situation analysis, gathering information and defining your audience. Every business is different. They have varied locations, demographics, target audiences, existing customer bases, budgets and business goals.

The next phase would be to develop an action plan based on the above, setting out the project structure, timelines, resources and deliverables.

As the project is put into motion, it is important to regularly monitor, measure and analyse because, with digital, it is all about performance. Digital is an iterative process, everything that is implemented is checked to see if it is working, it can then be improved and checked again, within a constantly moving and evolving market.

If you would like help with analytics and planning, please give us a call for more details.