Digital Media Analytics Demystified

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Aug 21, 2015
Digital Media Analytics Demystified
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When you meet a customer face-to-face or speak to them over the phone; their emotions, gestures, tones and moods speak volumes. You can understand some facets of their buying behavior to plan your next marketing strategy. But, when these customers are online and you cannot see or hear them, how can you develop your marketing campaign and measure its effectiveness? Through digital media analytics.

Any business with an online marketing or eCommerce presence would like to develop customized communication plans to enthrall audiences that they are catering to. To enable this, they need to understand how current and future customers are behaving online. They are therefore delving into the world of digital media analytics to comprehend the online customer’s buying behavior.

With regards to an analytics toolbox for digital media analytics, there isn’t a one-stop solution available yet. Multiple insights into customer behavior need to be gathered by using several different tools. There are some tools to enhance conversion rates, augment user experiences and help in data measurement. Some of these have been discussed below:

Content Analytics

Digital content marketing is no longer limited to simply creating pages and pages of content and publishing them online. Sometimes, having too much content can be a negative factor. How effective the content has been for current users or customers and what would be of value to future customers are questions in the minds of content creators. With an ocean of content floating around, customers will only pick up the really big fish.

Businesses are therefore looking at content analytics to be able to sift out this information. Benchmarking against competitors, identifying key parameters of performance, taking note of global trends and getting a deeper understanding of the customer’s behavior to alter content accordingly are some of the results of content analytics. Segmenting content according tor user groups, creating customized content, providing content inputs real time with actionable options on a range of devices are must haves.

Keyword Analytics

For pay-per-click sites and to enumerate the relevance of online content, keyword analytics plays a big role. It’s crucial to find out which keywords users are using to look for your site. Irrelevant keywords or keywords that are disconnected need to be identified early enough so that they can be suitably modified. Some keywords spark off certain actions or behavior in the user, which ultimately leads to a conversion. The performance of such keywords needs to be analyzed as well.

Keyword analytics provides useful insights by which a digital marketing team can work towards achieving higher SERPs (search engine results page) and create more relevant and targeted keywords, thereby increasing conversions.

Audience Analytics

Can one size of glove fit each palm in this world? No. In the same way, generic content will not suit each and every segment of your users or audience pool. Audience analytics can help you understand what works and what does not. Without infringing on personal information space, audience analytics tries to reveal behavior patterns of customers and users as per demographic profile, income profile, geographic profile and others. This clear demarcation provides breakthrough discoveries of the user’s minds to channel strategies and tactics to increase conversion rates.

Once you have determined which kinds of content are generating the maximum interest, your offers and messages can be streamlined in a similar way. For example, if your campaign is targeted at raising awareness about your new line of walking shoes, you can understand what kind of exercise shoes customers are purchasing, what styles and at what price range from their behavior on different social platforms.

Influencer Analytics

Brands have realized the power of tweets and posts, especially when they come from certain ‘influencers’. What we are referring to here is when businesses focus their digital marketing campaign on a few, and not on the entire consumer population. Their strategy behind this is simple – to get the influencers interested so that they in turn can influence consumers at large.

Let’s consider an example. A nutrition food supplements brand would initially like to work on nutritionists and dietitians and hope that they would spread messages on social media about their products. Usually, the influencers have to be quite renowned and high achievers in their specific category of service to be able to generate a stir. The tools available now can help a business identify the best influencers and social media platforms for its campaign. After all, they are the ones who will drive the action eventually.

Web Analytics

Any business would definitely like to know whether a customer will come back for a repeat purchase, who are its biggest customers with the highest billing, which geographies they come from, which are the hottest selling products and which ones are not moving etc. At the ground level, this is very difficult and time consuming. But in the world of digital marketing and ecommerce, web analytics makes it possible.

Tracking metrics like click through and drill-down behavior is imperative as it provides an insight into which websites send most customers on the campaigner’s site. For example, an ecommerce site advertises on Facebook and LinkedIn. Through web analytics, it can determine which of these two is sending more customers to its site. It can accordingly decide to up its advertising budget in one and alter strategy in the other.

Various other analytics are also gaining popularity these days like mobile marketing analytics, SEO analytics, predictive analytics and many more. Digital marketing analysts have specialized skills to carve out data, aggregate data and visually present it in the form of meaningful dashboards for key insights. You may think that you are achieving great guns with your campaign. But unless you analyze and measure, how will you know?

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