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Strategy & Analytics

Planning for success.
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Understanding Digital Analytics

Don’t be fooled. Web analytics are only a part of what encompasses digital analytics.

Digital marketing analytics are literally the translation of customer behavior into actionable business data. The key is understanding how your customers are interacting with your campaigns and assets. This is the nucleus of a strong digital marketing strategy.

Vanity Metrics Vs. Actionable Metrics

Using the myriad of tools in our arsenal; we can examine the online channels may interact with. Enabling the identification of new revenue opportunities from existing campaigns.

This analytical data gives use the creative side of marketing a data driven foundation. Allowing your business to build a fluid and profitable marketing strategies.

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Analytics draw the line between opinion and fact

Understanding your data is important. There are key metrics every marketer needs to know.

Key Metrics Required
Website Analytics
Email Marketing Metrics
Lead Magnets & Content Offers
Social Media & Content Marketing
Product/E-Commerce
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The “Full Picture” of Digital Analytics

Digital analytics can be used to structure your business goals into outcomes based on 3 broad categories:

marketing channels relationships

The Relationship Between Marketing Channels

Digital marketing analytics provides a solid, detailed look into the direct relationships between each of your marketing channels.

people centric data

People-Centric Data on The Buyers Journey

Digital marketing analytics use the person, not the page views. Enabling you to track how prospects are interacting with your various marketing initiatives and channels over time.

revenue attributed to marketing

Revenue Attributed to Specific Marketing Efforts

The most useful function of marketing analytics is the ability to attribute which specific marketing activities generate revenue.

Closed-Loop Marketing Analytics

In order to understand closed-loop analytics; your digital marketing analytics must be integrated to your CRM.

Closed-loop data helps determine whether your individual marketing initiatives are contributing to the brand’s bottom line. This is key to seeing what channels are most critical for driving sales. For instance, your blog could be more effective for generating sales or, your social media channels are a powerful engagement mechanism and sales tool.

Having access to such a system is essential for setting high level goals conducive with your bottom line.

closed loop data

The way to mitigate this is to have actionable goals combined with your marketing teams priorities.
This can be easily achieved using S.M.A.R.T goal format.

SPECIFIC

Outlining a clear description of what needs to be achieved.

MEASURABLE

Including a metric with a target that indicates success.

ATTAINABLE

Set a challenging target, but keep it realistic.

RELEVANT

Keep your goal consistent with higher-level objectives.

TIME-BASED

Set a date for when your goal needs to be achieved.

Don’t wait too long to bring your brand to the 21st century. Let’s get started!