The amount of digital data has exploded just in years. Companies are building data management or big data platforms and struggling with data integrations for getting useful insights to the business development. The more user behavior changes to digital, the more available data there is.
Digital web analytics
You could easily claim that website is the heart of any company’s digital marketing. But the site is not web anymore, it’s more often and it should be a responsive site for mobile devices as well. You could easily claim that website is the heart of any company’s digital marketing. But the site is not web anymore, it’s more often and it should be a responsive site for mobile devices as well. Many companies have started digital analytics with web analytics. Google Analytics and others offer quick and simple start when you place the tracking snippet in site’s page template or source code.
However this is not the optimal way to implement web analytics system in place because it usually leads to browsing default data and out of the box reports. Before you start and jump into systems just because it’s easy, you should define what is important data from business point of view. You should also consider what systems to use in order to collect and integrate data.
Tag Management has changed the way we work with digital analytics during the past years. With tag management systems handle the various code snippets when it comes to web analytics, digital advertising, retargeting, qualitative data, marketing automation, user polls and surveys. Tag Management systems offer modern, flexible and cost effective way to work with digital data. With tag management it’s much easier to implement different kind of goals for a site, to track micro and micro conversions.
Digital advertising systems, like Google Adwords and Adform, hold the data of ad impressions, true views, clicks and cost. In some cases you’re able to easily link advertising data to web analytics but more often, you are not able to integrate the data and hence not able to calculate cost per action or cost per conversion easily. If you have monetary value for site outputs or conversions, you should definitely use return on ad spent (ROAS) as one of your key performance indicators (KPI).
Everyone knows that customer data is crucial to business. Still, in many cases, customer data is in a silo, usually in CRM system. If you are able to integrate customer data with web analytics, you might get the bigger and better picture of customer behavior in multiple channels, and multiple devices. Instead of reporting anonymous browsers or cookies stored in devices, it’s much more useful to know how many customers are engaging and how.
Social media is nowadays the modern way to interact with customers. Basically social media channels are extending the concept of companies’ own channels, although you are not able to fully control all social media channels. Still, social media offers a natural way to have conversations and therefor platforms are collecting plenty of data for brands. Many of these social media platforms, like Facebook, Twitter, LinkedIn, YouTube and Instagram to name few, are offering advertising options as well, despite of Google+.
Other sources of data
In addition, there are many other sources of data. Companies tend to have internal data sources, for example newsletter and ERP systems in place. External data may include weather, stock or competitor data – basically any data which is public. Some of this data is even free, some you have to buy. Combining external data, e.g. weather data to digital advertising, can form interesting concepts for targeting audiences at the right time.
Thinking of data and digital analytics beyond traditional web analytics, can be mind-blowing. Integrating all the data may not be easy but the benefits for companies are exponential. If you don’t know how you are doing, you can always consider of executing a digital analytics audit. Getting to know what you don’t know, can be a wise decision.
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