It really comes down to offering an excellent customer service and trusting experience through your online channels. While many of your brand's customer service touchpoints continued to be supported in-person or on the phone, consumers and clients expect ever-expanding options when conducting business online.
Despite many marketers prevailing sentiment, Digital Analytics is not magic and subsequently cannot be an afterthought. Identifying the Who, What, When, Where of Analytics will ultimately allow you to understand Why your customers are satisfied How they engage with your company online.
Your companies' mobile and web applications can be a great source of direct customer feedback through the multitudes of digital fingerprints generated with every visit and transaction. Digital Analytics enables those data points, transforming them into actionable insights for making faster, more informed decisions to improve business results.
Digital Analytics is not just for Digital Marketers focused on content engagement, SEO, social media followers or email response. Your online ad agency relies on analytics to optimize ppc, search & social campaigns... as should the techies in your e-commerce channel or web application developers, including mobile app design. Even customer service, PR and Executive Management can benefit to ensure positive customer satisfaction with your company & brand.
Digital Analytics applies to measuring the performance of online platforms, such as website content, services, e-commerce & mobile applications. This includes customer engagement & satisfaction through an understanding of site design, reliability and survey responses. Online search, ppc and social advertising campaigns are also optimized per publisher data points, along with post arrival activity to verify conversion rates & quantify advertising spend ROI.
The practice of Digital Analytics is intended improve the online customer experience, thus improving brand satisfaction, along with acquisition through optimized conversion funnels. This can include analysis of online customer service, payment or account management features, site & SEO content or ad creative curation. Analytics also apples to the optimization of e-commerce funnels, marketing automation or recommendation engines, and audience re-marketing or contextual targeting efforts.
Digital Analytics relies on data sourced from solutions that capture visitor engagement with your website and mobile app, as well a traffic responding to your online paid and search advertising. The dominant platforms, such as the Google or Adobe analytics suites, host your site engagement data in their clouds. Similarly, advertising campaign data is hosted by networks per your trafficked campaigns, most notably Google Adwords & Doubleclick. Depending on your level of investment, this data may also be supplemented by integrations with CRM, survey, email, social or media publisher campaigns, or even Adobe Audience Manager, DSPs or DMPs (e.g., Kruk or Bluekai) to target affinity audiences.
While many of your brand's customer service touchpoints continued to be supported in-person or on the phone, consumers and clients expect ever-expanding options when conducting business online. Your companies' web, e-commerce and mobile applications can be a great source of direct customer feedback through the multitudes of digital fingerprints generated with every visit and transaction. Along with online & social ad targeting & campaign data, Digital Analytics enables these data points, transforming them into actionable insights and automated inputs for making faster, more informed decisions to improve business results.
Value is only created when the data is transformed into usable insights, thus the application of analytical methods. However the analysis depends on effective data collection & preparation. This requires proper administration of analytics suites, as well as tag management, data layer or campaign naming conventions. Advanced analytics may also require alignment with audience targeting, segmentation or CLV strategies, and integrations with content, advertising, marketing automation or CRM platforms. Furthermore, the outcomes of the analysis must also be transformed into accessible and consumable information. Effective reporting, dashboards & visualization are critical for business stakeholders to understand and act on the insights.
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