As
more businesses are becoming “digitized” they are beginning to understand not
only the importance of data collection, but also how imperative it is to gain
actionable insights from the data.
Many
businesses today are making major strategic decisions without using the data to
tell them what is really happening. Businesses are building or shrinking
marketing budgets based on limited information, and often the wrong
information. With all of the advances in digital marketing and social media technology, it is crucial that companies use
the right tools to gather information and the right people to intelligently
decipher the data.
When
businesses receive the “big data” intelligence, they should answer these
questions:
·
What is the intelligence telling us?
·
How accurate do we feel that the information is?
·
How current is the information?
·
How can we decipher this information to help us make more intelligent
decisions?
From
a very high level, businesses are using analytics to track:
·
The performance of digital assets (websites, landing pages, blogs,
videos, social pages, ads, search rankings, etc.)
·
User behavior (where are they coming from, what’s driving them to our
web pages, what are they doing once they get there, how long are they
staying, when and where are they leaving and why, and are they taking some kind
of action?)
Google
Analytics is an open source (free) analytics tool in existence and can be
easily installed in most websites. Its capabilities include:
·
Content analytics
·
Conversion analytics
·
Advertising (marketing channel) analytics
·
Mobile analytics
·
Advanced segmentation
More
advanced enterprise-level analytics tools require an investment. Some advanced
analytics tools include:
·
Clearsailing
·
C3Metrics
·
Adometry
References:
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