Using analytics to maximize your marketing campaign!

Dakota Skove
Digital Analytics Manager
The Agency at MJH Life Sciences

Digital analytics (DA) is the process of collecting, analyzing, and interpreting data from various digital sources, such as websites, social media platforms, and mobile apps, to gain insights into user behavior and optimize business strategies. Marketing can be thought of as the map, which outlines the overall strategy and direction for a business. Digital analytics, on the other hand, is like a compass that provides real-time information and guidance to help navigate the journey towards the destination outlined by the map. By using digital analytics, marketers can ensure that they are staying on course and making data-driven decisions to reach their goals.

Digital analytics is a powerful tool that can help marketing in numerous ways. With the growth of the Internet and the increasing use of technology in marketing, digital analytics has become an essential part of any marketing strategy. In this article, we will discuss how digital analytics can benefit your marketing efforts.

A couple of common uses for digital analytics is the ability to interpret user activity as it pertains to website traffic. For example, a marketer can use digital analytics to determine the pages on their website that receive the most traffic and the pages that visitors spend the most time on. This information can be used to optimize the design and content of the website to improve user experience and increase engagement. Another use case of digital analytics is the ability to provide insights into the effectiveness of marketing campaigns. By tracking key performance indicators (KPIs), such as click-through rates, conversion rates, and customer acquisition costs, marketers can measure the success of their campaigns and identify areas for improvement.

Diving down to the key metrics that are used for decisions

Digital analytics can help marketing by providing insights into customer segmentation. By analyzing customer data such as demographics, behaviors, and preferences, marketers can segment their audience and tailor their marketing efforts to each group.

Being able to identify geographical data along with other key points can help you understand how many sales representatives to send to a certain region. By understanding the quantitative data, you can make a judgment on which areas need to be targeted more and which areas need to be targeted less.

Segmentation also is a great tool to use when interpretating data. Grouping certain audiences together via analytics can help target certain users based on engagement. Using the data that are present will help forecast a campaign’s effectiveness before kicking it off.

Turning the data to valuable information

For example, you are set to hold a conference in New York City in the fall. You have a list of pre-conference touchpoints to attract users to your booth, (pre-conference banners leading a user to your landing page for the event, CRM emails to inform users about the conference, etc). Working backwards to realize how users saw the landing page will help to determine the source of these data. Did the banners lead to most conversions on the landing page or was it the CRM pre-conference emails that led users to this page?Interpreting the data will help determine the best approach for engagement in conferences to come.

Finally, digital analytics can help marketing by providing insights into the competitive landscape. By monitoring the digital activities of competitors, marketers can gain a better understanding of their strengths and weaknesses and adjust their strategy accordingly.

Through our social media posts, we’ve found that using our faces helps increase engagement rate. The data also show that putting a ‘human touch’ onto posts boosts our engagement and makes people feel welcomed.

In conclusion, digital analytics is a powerful tool that can help marketing in numerous ways. By providing insights into customer behavior, the effectiveness of marketing campaigns, customer segmentation, the customer journey, and the competitive landscape, digital analytics can help marketers make data-driven decisions and optimize their marketing efforts for maximum impact. As the digital landscape continues to evolve, the importance of digital analytics in marketing will only continue to grow.