The Importance of Analytics in Digital Marketing
Imagine that you have to go for a long drive, and there’s no map in the car with you (and I mean no map – phone, tablet or even a traditional paper map). You know you want to go somewhere, but you have no idea where you’re headed.
Now, the biggest advantage of the digital medium is that it provides a lot of data about each consumer. But what good will this data be if you have no analytics to measure it? The answer is obviously – none. So what’s the way out? Let’s take a look.
Google Analytics in Digital Marketing is perhaps the best and easiest tool available to you if you have a digital marketing program to run. With this incredible, free tool from Google, you can keep tabs on your website’s traffic, page and content performance, leads generated, conversions, contribution of social channels and much more. Using it effectively, therefore, becomes an essential part of the digital marketing campaign.
Learning to use Google Analytics in digital marketing effectively
Google Analytics is not only thorough in its reports to you, it is fairly easy to learn as well. However, if you are really serious about your digital marketing initiatives, it helps to seek professional assistance in learning tips and tricks of Google Analytics to effectively manage your marketing strategy.
Be careful at this stage though. One of the biggest mistakes digital marketers commit at this point is to focus on website metrics that define the performance of the website like page load time, time on site etc. But the real action for digital marketers is in measuring the marketing analysis that Google Analytics can provide, like traffic, leads, and sales. These are metrics that are affected by factors internal as well external to your business and make much more sense for you to measure for the benefit of your bottom line.
Where to start?
The best way to get there is to enroll in digital marketing courses that have a clear and strong focus on analytics as an integral part of the curriculum. A well structured analytics certification course must cover the basics as well as the advanced features of Google Analytics. It should also be able to guide you in the course of your learning to distinguish between website performance and business metrics.
Once you have a firm grasp of the basics with the help of experienced professionals, get yourself a Google Analytics IQ Certification. If a certification program is run by Google and is recognized by all serious digital marketing experts. Not to forget, it adds great value to your resume as well.
Putting it to good use
As we discussed earlier in this article, the information and data that Google Analytics can provide you is only good if you put it to good use. Justifying marketing spends is not the task that should be entrusted to Google Analytics. Instead, it should be used to ensure constant improvement in the marketing initiatives that reflect on the business bottom line.
In the end, it is really up to you to make the best of it. But to get there, you definitely could use the help of experts who’ve already done it and have a few things to teach you about Google Analytics.