Analysing data is an important aspect of digital marketing. The analysed data can help you to understand your customers – how they buy, what they buy, what their needs are and where they come from. This information can guide the content and social media marketing strategy for your business, with the aim to improve the return on investment (ROI).
There are various tools and platforms to establish what is and what is not working.
Digital Marketing Analytics Tools from Google
The platforms you use each have their own built-in tools to gather the data that you can convert into usable information to boost your marketing campaigns. Below we investigate a couple:
Analysing Website Traffic With Google
Google is such a household name that it has become a verb! This makes their analysis tools particularly powerful. It does require commitment, though, as Google Analytics is known for its thoroughness, not its user-friendliness.
Once you have added your Google Analytics code to every page template on your site, go to the “Audience” section, and from there “Demographics.” Here you will learn who visits your site, for instance:
- Age and gender,
- The types of content that they browse online, and
- The types of products or services that your customer base is also in the market for.
Online Advertisements With Google Ads
Hand-in-hand with Google Analytics is Google Ads. Used to track campaign statistics or view specific data for ad groups, ads or keywords, Google Ads breaks the data into finer sub-sections.
To get the best indication of what is or is not working, import a Google Analytics view into Google Ads and examine these data columns:
- Bounce Rate,
- Average visit duration, and
- % of new visits.
Digital Marketing Analytics Tools from Other Sources
Bing Ads Intelligence
This is a powerful keyword research tool that allows customers to build and expand on their keyword lists using the Excel interface. Customers can easily gauge the performance of relevant keywords and apply those insights to improve their keyword selection and campaign performance.
Facebook Audience Insights
This gives you aggregated information about two groups of people – people connected to your Page and people on Facebook – so you can create content that resonates and easily find more people like the ones in your current audience.