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It is important to use analytics to establish the current situation and use that information to establish a clear set of KPIs and targets for those KPIs.
There are several tools available that can help you to understand the analytics of your channels. Organizations are really struggling these days to understand the analytics, as customers move from one channel to the other - from watching an ad on TV to surfing the internet on a tablet, to clicking on an email to moving to social on their mobiles. Channels that you can access analytics on are:
To reap the greatest rewards from marketing analytics, follow these three steps:
Goals, which can be used to measure KPI targets, are configured at the view level in Google Analytics. With Google Analytics you can track:
Website analytics can be used to track user journeys and identify any blocks or barriers in these journeys, so you can make the necessary improvements.
The most important segments to focus on for each goal are as follows:
As well as helping you to eliminate any barriers within the user journey, website analytics also act as a valuable tool for refining your digital spend. For instance, if your website analytics is showing that a high percentage of your customers are arriving from Facebook and cashback websites, then you could further prioritize spending on these channels to increase website traffic.
It is important to review performance regularly, focusing on KPIs and their targets. This will ensure that individual activities stay on track, which is important so that the overall campaign doesn’t de-rail. If one activity, or a number of activities, vital to the success of the campaign aren't achieved, then it can cause the rest of the campaign to be put on hold and delay the whole implementation strategy.
Indeed, regularly reviewing performance is important both for real-time adjustments, as well as being a crucial means of informing realistic timelines so that SMART objectives can be set for future activities.
Reviewing analytics outside the KPIs can deliver additional opportunities for insight, but do not need to be reviewed with the same frequency as KPIs.Back to Top
Satarupa Banerjee holds an MBA from Cranfield University and an MSc from University College of Science and Technology. She has extensive experience across numerous industries including insurance, retail, healthcare and banking. Currently, she heads Direct Marketing Products in Direct Line Group where she has delivered several CRM campaigns. In the past she has also held roles as Customer Value Strategies Manager, Change Manager, and Sales Performance Manager.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module focuses on using strategic planning to drive marketing activities that will enable a business to win a competitive advantage. It covers assessing internal capabilities and addressing skills gaps, benchmarking, information gathering, SWOT analysis, evaluating digital channel tactics, and strategy implementation. It also covers documenting a digital strategy using SMART criteria and knowing how to evaluate the effectiveness of a digital strategy using KPIs, targets, and marketing analytics.
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