Daydream for a second and think about your next vacation. As you jump in the car, you’ll likely open your favorite map app to get to the airport or to the hotel where you are staying. At the bare minimum, you’ll need Waze to let you know about that cop that’s posted up on the side of the highway. As technology advances, we have more outlets and widgets to help us get to our destination faster and easier. The same is true for digital analytics. As we become more tech-savvy, we have more data and insights to help influence our digital marketing strategy. But where exactly do we begin and how can it help our business?  

At Marketwake, we like to take a step back and look at the business from the user’s perspective. What content is most helpful to them? What terms are they searching for? What social outlets are they active on and how do they prefer to interact with your brand, product, or service? Once we have this baseline background information, we’re able to dig into the data and identify where improvements can be made.

We’ve all heard the old saying that history repeats itself. If we don’t know our business’ history, we can’t improve. On top of this, digital marketing analytics let us know how our customers are interacting with our brands, products, and services. By increasing these interactions, you, in turn, should also increase your bottom line. When you know which outlets your customers are most active on, you can focus on those channels and define how your users interact with your company.

Did you know 40% of customers who complain through social media outlets expect a response within one hour? As we move to a more “on-demand” world, we need to adapt to what our customers want and need. Even the email landscape has shifted — trigger emails based off of a customer action gets 71% higher open rates and 102% higher click-through rates vs. traditional emails.

That’s why it’s essential to analyze the data we have at our fingertips, start spotting the holes within our strategy, and pinpoint where we can improve. Many of us begin with Google Analytics to show how a client’s users interact with their website.

Here’s a basic run-down of Google Analytics’ main tabs and what they’ll tell you about your business:

  1. Audience – Who’s looking at your website? How long are they spending on your website? What are their demographics?
  2. Acquisition – How are your customers getting to your website? What terms are they searching for to find your website? Which social outlets are they driving them to visit your site?
  3. Behavior – Once on your website, where is your audience going and what are they looking at?

Now that you know where to look, you can start seeing where your users are interacting with your website and brand. Hopefully, this will give you a clear roadmap for analyzing your digital marketing analytics and impact your business to be even more useful to its end users.

Want help deciphering the critical points within your digital data, how your users are engaging with your brand, and how you can make it more meaningful for your customers? Drop us a line. We’d be happy to help.

Courtney Walker

Author Courtney Walker

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