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Understanding Digital Analytics - 28 Jun 17

Understanding Digital Analytics - 28 Jun 17

A better understanding of Digital Analytics

Web analytics can provide a company with a wealth of insight and data into the performance of its website. Using the right mining techniques, a company can find out exactly who is looking at the content and how long they spend looking at that content.

This is a useful tool as far as the website and content departments are concerned, but marketers need richer data to fully understand the impact of their specific campaigns. A web analytics tool would be able to measure how many times a campaign was viewed, but it would not be able to understand the impact of the marketing campaign and the user’s resulting journey from it through the sales funnel and the conversations that follow.

Only part of the puzzle

Top-level web analysis – like the volume of traffic – is only part of a much larger puzzle a company has to assemble on its way to understanding its customer. To understand the bigger picture, one has to understand digital analytics and how it differs from the basic information supplied by web analytics.

Digital analytics definition

In essence, digital analytics is an analysis of qualitative and quantitative data from multiple sources, which one could use to track, measure and improve a company’s online performance.

Using digital analytics, you get a good, solid view into the direct relationship between marketing channels and how each of those individual channels are performing.

In other words, one is not simply monitoring the amount of traffic a website (quantitative) is receiving, but also monitoring social media channels, blogging websites, SEO and everything related to see how a company is performing. Sentiment reports also enable you to make choices based on how customers or potential customers perceive what you put out there, which enables you to constantly adapt messages and campaigns.

The advantages of digital analysis

A huge advantage is the ability to track how individual campaigns are interacting with various marketing initiatives and channels over time. This gives you the advantage of whether these various campaigns complement each other and how they may be adapted to be even more effective.

Delving deeper into the data will allow you to discover opportunities, manage unforeseen risks and provide for any customer needs. Analytics help you learn more about your customers. The more information you can collect about them, the better position you will be in to anticipate and serve their needs

Make it work for you

By combining an issue-led and technology-enabled approach, QuickPic can drill down to the very heart of how organisations can transform data into usable and meaningful information. This information can be used as a basis for positive transformation, resulting in a larger audience and more income.

The ultimate goal of this information is to work its way into the very core of the business process and all the way to the top where decisions are made. By combining web analytics and digital analytics, one receives a 360-degree insight into the online marketplace, which is of the utmost importance in a connected world.

Related article: PR Analysis – The next step in Media Monitoring


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