The Importance of Analytics in Digital Marketing



Digital Marketing offers massive advantages over traditional print marketing practices. The smallest thing you post on the web is immediately available to over 3.147 billion people. Of course, we all know that not everyone in the world is going to be interested in and able to buy your product or service. Very few will. But let’s do a little math: say your product is useful to and accessible by 1/100th of 1% of those internet users. .01% is a pretty small percentage, but given the size of what you’re pulling from, that’s still over 317,400 new customers. An extra 300,000 customers is tough to argue against in anything. The key to successful digital marketing is being able to find that 1/100th of 1% (or making sure they find you) and then successfully converting them.

This is where the numbers come in, and most people tune out. It’s not really about having a great product or service – it does you no good if no one knows about it. The same goes for a beautiful website – it can look great all you want, but if it’s not getting any traffic, it might as well be a billboard in the middle of the ocean. It can be beautiful, but it’s not going to make you any money. You need to have good SEO and be driving traffic to your website from all of your other mediums including offline promotional materials, directories such as Yelp or Google Maps, and Social Media. You also can’t simply just spam your message out to everyone you can possibly get a hold of. Unwanted ads are annoying to consumers and if you’re viewed as a spammer, it’s going to hurt your online presence – yes, it does count against you. Your emails, your search rankings, and other key methods of spreading your brand will be damaged if you try to do it the wrong way.

This is where the true beauty of digital marketing comes in – segmentation. Segmentation means getting your message out to the people to whom it matters most – those who are actually interested and can and will buy your products. It also means avoiding annoying that other 99.99% who aren’t interested to avoid being marked as a spammer. Segmentation is all about finding the people who care most, personalizing the experience to them, and then maximizing the conversion rate. All of this is impossible to do if you have no idea who is visiting your site and looking at your products and services, your ads, and your emails (and who isn’t). This data is out there – it’s not impossible to measure, it’s not hard to get, and it’s not unethical. You simply need to understand how to get the data, how to interpret it, and how to apply the findings to make meaningful changes. Now there are a plethora of tools, analytic techniques, and refinement strategies that are available, and I won’t go into all of those here. To give you an idea of what’s possible, however, I’ll give a brief example. Using the analytical tools available, our team was able to set up tools on a site to generate specific promotional material for different social media sources. We also captured leads coming through the site’s biggest drop-off page (prices) by displaying an exit pop-up with a promotional code that displayed only to first-time visitors- this led to a 30% decrease in exits from that page!

Are you wondering where the ROI is on all of that effort you put into to your website, social media, blogs, ads, and other internet trends? Give us here at Wexler Consulting group a call, and we’ll help you find it. Our clients have an average 34% growth rate for a reason – good analytics put into practice.

Michael Gasvoda

Michael Gasvoda

Michael Gasvoda is the Business Intelligence Analyst at Wexler Consulting Group. He records, measures, and reports on the impact of all of our activities to maximize client ROI and campaign effectiveness.

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