Big Data has been around a few years and it is easy to be overwhelmed with the information it offers on how your campaign is working (or not working). The problem for marketers is that many simply don’t understand the data they’re being presented.
If you can’t make sense of the data, you can make the positive changes your campaign needs.
The first step to making the changes to keep up with your desired market is wrapping your head around what all these pieces of information mean. What follows is a guide to understanding them.
What is Analytics in the first place?
“Analytics” usually refers specifically to Google and is an umbrella term that incorporates many details related to how well your website is doing in earning attention from internet users.
Analytics involves several key components such as:
- Traffic—this terms refers to how many times your website, or individual pages on your website, are viewed. More traffic means more eyes on what you are trying to sell.
- Engagement—any type of indication as to what people are doing once they land on your website (even if it’s leaving immediately) is a form of engagement. Those people who spend lots of time on your website and move through multiple pages have a much higher chance of contacting your or buying from you.
- Open Rate—the Open Rate is the percentage of those who opened your email out those who received one. This is a good measurement of how attractive the subject line of the email is and how attracted subscribers are with your brand.
- Click-through Rate—or CTR is the number of how many people are clicking on your calls-to-action (CTA) out of those who saw it.
Other Metrics to Know
Your website, and all advertising you do, is for the purpose of driving leads to you: individuals within the parameters you have targeted that have some level of interest in your product or service. The number of leads generated by your website is an easy means of determining how successful your digital campaign is.
Your conversion rate is a useful way to measure how strong your ads or CTAs are. A conversion rate tracks the number of visitors to you website that perform some action you desire out of the total number of visitors. For higher conversion rates you may need to tweak the design of your website, CTAs and any other pieces which are not performing to your liking.
Looking at the Big Picture
It is vital that rather than using the vast amount of data at your fingertips to buttress the business decisions you want to make, you use them to direct your decision-making.
Building a sound marketing strategy based on your analytics means doing a few things:
- Be reactive to the data, and be ok with being wrong
- Bring in professional outside help to make sense of all your data so you don’t miss anything
- To see which path is the best to take based on your data, test and experiment
- Let the data speak for itself and listen closely
For more information on how to best to manage your digital marketing campaign, you need a team that is highly experienced in such arenas. Fill out a form today and get in touch with a seasoned marketing analyst who can help get your campaign where you want it to be.