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Digital Marketing - Study Notes:

Tracking analytics

It’s important to understand why we need all this data. So businesses are often talking about being data-led and using data to make the right decisions. And this comes from your Google Analytics. We’ve mentioned the importance of understanding how your consumers are interacting with your websites, understanding the routes they’re taking, and understanding exactly how they’re interacting with different pages.

  • Google Analytics allows you to track your user behavior.
  • It allows you to view profitable and nonprofitable traffic.
  • It allows you to enable a variety of marketing tools, such as automation, and all the dynamic content that we mentioned earlier. That’s all enabled by Google Analytics.
  • It allows you to gather useful customer insights.
  • It allows you to make incremental changes to increase conversion.
  • It allows you to generate competitive advantages.

If you’re optimizing your website effectively, you can use Google Analytics to run different tests. For example, you might use one particular layout of homepage to half the people coming to our page, and another layout to the other half, and see which one has the best impact on overall conversion. Once we’ve got a significant result, we transfer everyone to the better option. Then you can do lots and lots of incrementations of those types of experiments through all different elements of your site to have significant, positive changes on the overall conversion rate of your site.

Alternative analytics platforms

Google Analytics is certainly one of the widest-known and widest-used analytics tools available, but there are other platforms, such as Kissmetrics, Clicky, and Woopra.

These will all have slightly different features and benefits that may or may not be more appropriate for your individual business uses, but check each of these out online and find out the different features that they offer.

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Graeme Smeaton

Graeme Smeaton is the founder of Royal & Awesome. Along with a proven track record in defining and delivering marketing strategies that drive significant growth and create real shareholder value, Graeme is highly commercial. He has extensive experience managing PLs and other key financial statements, while being an operational board director of AFG Media Ltd, and has experience negotiating with suppliers, distributors and licensing partners.

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:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Applied E-Commerce
    Graeme Smeaton
    Skills Expert

    The Applied E-Commerce module will introduce the key concepts of effective e-commerce and will teach you how analytics allows for refinement of the model. You will become familiar with the elements of a successful e-commerce website and the process of traffic generation. The module will also introduce you to various sales tactics, including channel selling. Finally, you will recognize how the e-commerce Customer Relationship Management (CRM) systems can help you maximize user experiences.

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