Data Analysis in Digital Marketing

Leveraging data analytics in digital marketing allows companies to improve their results and build customer loyalty. In this content we provide tips and explain the key tools to maximize the impact of digital marketing strategies.

Discover how data analytics in digital marketing can drive your strategy.

Any organization that has marketing as one of the legs of its business strategy must develop a digital marketing data analytics strategy. The ability of marketing departments to collect, process and understand data will give them a competitive advantage over their competitors. Thanks to the use of applications and data analysis tools such as Digital Customer Engagement by aggity, it is possible to develop more personalized content and optimize campaigns.

The implementation of a data analytics strategy in digital marketing should start from the establishment of a set of clear objectives that allow the development of marketing metrics, content personalization or the development of predictive analytics to improve decision making. These are some of the keys that make it possible to develop a correct digital marketing data analysis strategy.

Establish clear objectives

What do you want to implement data analytics in digital marketing in a company for? This is the question that needs to be answered. The approach will be different if the goal is to improve web analytics, perform conversion optimization or carry out audience segmentation. Once the objectives to be achieved are clear, the KPIs (Key Performance Indicators) will provide the necessary information to know if the roadmap is being met.

Collect relevant data

For any strategy to be successful, it is necessary to collect data that is directly related to the objectives and that guarantees, at the same time, a faster ROI (Return on Investment). This includes, among others, data from websites, social networks, email campaigns or sales. The use of a platform such as Digital Customer Engagement by aggitywhich makes use of big data and of advanced analyticsalso applied to the ROI of social networksallows you to obtain a complete data visualizationas well as a complete report on key elements such as website traffic, user behavior and conversions.

Audience segmentation

Data mining plays, in this case, a fundamental role in allowing marketing departments to divide the audience into smaller and more specific groups. Thanks to this segmentation, it is possible to determine the behaviors, preferences or demographic characteristics of individual usersThis allows the development of complete analytics to facilitate the adaptation of the company’s actions to the needs of each of its customers and thus achieve its loyalty.

Real-time monitoring

It is one of the key elements in the day-to-day work of marketing departments. Instantly knowing which marketing metrics are key is essential when it comes to data analysis in digital marketing. Thanks to this monitoring, organizations will have the ability to adjust their strategies in real time and adapt, for example, to peaks in supply and demand, as well as to the needs of users. In this way, opportunities can also be quickly identified and marketing campaigns can be adjusted accordingly.

Predictive analytics

Predictive analytics are fundamental to a digital marketing strategy and the incorporation of Artificial Intelligence (AI) promises that this section will become even more important. This element uses statistical models and algorithms to forecast future results and anticipate customer behavior. Predictive analytics is essential to understanding the customer journey. In this sense, the so-called customer journey analytics allows us to know the characteristics of each customer and the relationship they have with the brand.