Digital analytics play an important role in nearly each enterprise’s digital marketing strategy, not just for following and measurement web site traffic, but for following and measurement different digital channels, as well. With the explosive growth of social media, video, and mobile, the importance of understanding the contributions and relationships of those channels to web site traffic and conversions has increased significantly.
Key areas for digital marketers:
- Ensuring consistency of messaging across all channels
- Understanding how mobile users research/buy products
- Understanding where and when customers use different devices
- Using online data to optimize offline experience
- Using offline data to optimize online experience
- Attributing Big Data for more effective marketing
The
benefits of digital analytics platforms:
- Developing actionable insights across the enterprise
- Harnessing powerful, real-time analytics
- A better understanding of user demographics.
- Improved tracking of on-site user behaviour
- Greater ability to monitor site performance and usability
- Increased measurability and marketing effectiveness
