How to use analytics in digital marketing for business success?

Digital marketing is something that everyone often hears about, but it is not the same for its more essential yet overlooked side – analytics.

If you are going to make digital marketing work for you, though, you have got to be able to use the data available to you to perfect your efforts. We are lucky in that we have access to so much data these days, but the big issue is now figuring out how to use that data. 

When you learn how to use analytics effectively in digital marketing, it can make a massive difference to your business.

It’s one of the major benefits of Digital Marketing:  

One of the best things about digital marketing is that you can see how your advertising is performing in real-time and in detail.

If you run a Facebook ad, it can tell you all kinds of information about who is clicking your ad, how often people are clicking your ad, how many conversions your ad is driving, and much more. These are all vital pieces of information that you need to get the most return on your investment, but you have got to be able to understand the analytics to do this.

Traditional marketing does not offer you the same ability to track your ad campaigns in such detail and in real-time, which is one of the significant advantages of digital marketing. To make the most of this, you need to be able to interpret the data.

It helps you find the right audience:  

If you are advertising to the wrong audience, then you are just not going to make sales. The problem is, it is much easier to advertise to the wrong audience than we might imagine. 

For example, you might be running your Google ad, getting loads of clicks, which is excellent, it means your copy is good, and you are excited to see the sales come in. However, the sales don’t materialize, and instead, you are paying out money for every click. To solve this problem, you must learn how to use analytics in digital marketing activities for better ROI.

The problem could be the audience you’re reaching with your advertising; the answer is probably in the data. If you know how to work the right software and turn the pages and pages of data into actionable insights, then it allows you to tweak and test your advertising strategy until you find the right audience.

It helps you find the right message: 

So, your digital marketing is not working, and you’ve tried narrowing down your audience, and yet you’re still not seeing results. Well, what if it isn’t the audience that was wrong, what if it’s the message that you’re not getting right?

If you’re not using the analytics that are available to you, then it’s challenging to know what the problem is. Digital marketing gives you the ability to run A/B tests, which allow you to compare how different messages work with diverse audiences. 

By running these A/B tests and interpreting the data correctly, you can find the messages that are going to engage the correct audience and boost your sales. It’s a bit like having access to a focus group, but you’ve got to be able to interpret the data to get the most out of it.

If you want to learn how to best interpret your analytics, then click here for some great courses on digital marketing and data analytics which are well worth taking a look at.

Isolates barriers to conversions: 

Making sales isn’t easy, and there are lots of steps that you need to get right to do it. From the first point of contact with a potential customer to the point where the sale is confirmed, there are all kinds of barriers you need to overcome.

Without the analytics, you’re just guessing at which points are the ones that are letting you down and stopping people from purchasing with you. It could be the way your sales funnel is set up, it could be a UX error, it could be problems with your checkout, or it could be any number of things. So, in a nutshell, it always helps to use analytics in digital marketing activities.

The main thing is, though, if you do have a barrier that’s stopping people from converting, you want to figure out what it is and quick. The longer these barriers are up, the more it’s going to affect your ability to make sales, so finding the answer is essential. 

The clues are in the data, but you’ve got to be able to learn how to interpret the analytics and use them to your advantage.