What Are Digital Marketing Analytics?
Digital marketing analytics is the use and study of data related to digital marketing activities. Marketers use this data to determine how successful a past campaign was, usually in terms of conversions, ROI, customer behavior and preferences, as well as organic traffic through the company’s website.
Digital marketing analytics relies on data collected through the various channels a marketer uses, including social media, paid online ads, email subscriber behavior, and sign-ups for webinars or trials. Digital marketing data is typically collected at the conclusion of particular campaigns and regularly throughout the year.
Analyzing digital marketing data allows marketing departments to recognize patterns or trends that help them make strategic decisions. This, in turn, can result in improved marketing activities, resource allocation, and campaign planning.
Digital marketing analytics usually fall into three categories: analyzing the present, reporting the past, and predicting the future. Marketers analyze data from current digital campaigns in order to compare them to past campaigns, usually focusing on website traffic, social media engagement and click-throughs, and the current state of the sales pipeline and revenue metrics.
Marketers also rely on analytics reported at the completion of campaigns, such as lead conversion, sales funnel churn rate, and customer lifetime value. Finally, marketers use past analytics to more accurately predict the future and plan successful marketing activities by examining lead scoring, targeted content distribution, and up-selling readiness.