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Most digital marketing programs aren’t as successful as planned. The failure is often attributed to a lack of effort in the analytics section of the campaign. There is a tremendous gap in the analytics area when it comes to online marketing.
There is a dearth of analysts in the digital marketing sector, especially when it comes to advanced analytics. What passes for digital marketing analytics today is also quite dismal, resulting in nothing more than elementary vanity metrics.
When closely examined, it was found that the interest in digital analytics arose in 2011 and peaked in 2013. The interest in digital marketing analytics exploded over time, portraying a steady growth in Google forecasts.
Many companies do not take advantage of the success that digital marketing analytics can bring to them. There is a large focus on late funnel assessment as compared to the top of funnel assessments.
Employing a digital marketing analytics strategy requires a substantial budget and this is the sole reason most companies don’t partake. Leaving it out completely can result in a cheaper budget for the entire marketing strategy. Although in the long run it would be detrimental to a business as the revenue that analytics can bring in by catapulting your online presence and increasing business development is incomparable in the world of digital marketing.
About the role
Building key performance indicators (KPIs) is integral to the success of a digital marketing strategy. The mission should essentially involve reach, engagement and consumer sentiment rather than simply focusing on the bottom of funnel strategies such as ROI and conversion. For this, it is crucial to employ digital marketers adept in analytics.
The analysis of quantitative and qualitative data regarding a business and its competition creates recurrent improvement of the overall online experience that prospective and existing customers have. This translates to better business opportunities and helps realize desired outcomes, both offline and online.
A marketer’s job is to essentially anticipate the move of a potential customer. Analytics is imperative to interpret data and build strategies for the improvement of online presence that help connect with customers.
The internet is in a continual flux, changing rapidly and regularly. This is why digital marketing cannot be of a perfunctory nature. To create a rounded, ideal online presence, analytics is not only important, but necessary.
The Google digital marketing course that delves into analytics exemplifies the importance of analytics in business development. Certain steps such as testing, analysis, measurement, and reporting are a necessity for continual improvement.
Even if the objectives of a business are concrete, it is necessary to consistently review measurements and further analyze if these measurements are up to your desired target; after which, testing these is important in gauging your next move. Furthermore, repeating this process is integral in deciding upon necessary changes to be made.
Regardless of which analytics system is being used, it is necessary to have one in place. Apart from having an online presence, there needs to be a way to track these efforts and perfect them so as to provide your consumer with the best possible experience.