How Digital Analytics Fits into an Online Marketing Strategy
Digital Analytics Today
Today’s fluid environment has changed the way people need to address business activity measurement.
For years, Google Analytics only provided webmasters with only quantitative data such as the size of the audience, their location, and user behavior once they are on a website.
Qualitative data answers questions in the realm of “Why?” For example, qualitative data would be a survey asking users why the visitor came to your site; were they able to find what they were looking for; why were they not able to find what they were looking for; etc. With modern technology, Google can now provide additional, qualitative metrics such as mobile applications, cloud based point of sales, customer relationship management systems (CRMs), video game consoles, and believe it or not… even home appliances such as your refrigerator!
Information is being presented in new ways through new methods
– Information is continuously available from all around the world with the click of a button; 24/7/365
– Connects nearly everyone at all times across the globe
– Gives us unprecedented computing power at an extremely low cost
Philly Marketing Labs can collect, distribute, analyze and interpret this data. As a digital marketing agency, we are, in essence, the leaders in the digital age because we are in the best position to know what should be done. Most people who try to handle their own online data management are typically just overwhelmed or sometimes just lost for lack of information and/or lack of understanding.
Because the customer can now enter the funnel at any one of these stages; they are more in control than ever. It is because of this fact that a traditional marketing approach is not as effective as it once was. It is now the marketers’ job to try to prepare for the moment when the customer may interact with their brand online, regardless of which stage this might be, and have the proper messages in place for them to receive in order to facilitate the desired outcome(s). The process of tweaking the online customer’s journey in order to increase the number of desired outcomes or “goal completions” is called conversion optimization.
Qualitative data answers questions in the realm of “Why.” For example, qualitative data would be a survey asking users why the visitor came to your site; were they able to find what they were looking for; why were they not able to find what they were looking for; etc. The answers to qualitative data are what will help you maintain the last stage of the funnel, “retention.”
If you would like to learn more about your website’s Google Analytics data and what it means or discuss your online marketing strategy, reach out to us at Philly Marketing Labs today!