How to Use Data Analysis to Make Digital Marketing More Effective

Data is a strategic asset today and digital marketers are aware of how the data trails of a consumer activity can be used to determine...

Data is a strategic asset today and digital marketers are aware of how the data trails of a consumer activity can be used to determine, adjust, and optimize a marketing campaign. Google Analytics, Facebook Insights, and other such web metrics tools help us determine how much of your marketing budget should you allocate to different online marketing channels during and after your campaign. In this article, we will cover some of the insights that data analytics can offer to the digital marketers.

A data analysis expert, who has been offering data analysis dissertation help to students and consultation to businesses for years, shared, "Digital marketing cannot be done without using Google Analytics or other effective web metric tools. You need data to determine which marketing channels are most effective for your purpose, which content resonates most with your customers, and what pages of your website draw the most traffic, and determine the buying behaviour of most of your customers.

Know Your Ideal Customer

Businesses have never been easy but doing business using mobile apps is particularly competitive. By April 2017, there were about 8 million apps in the Google Play store and 2.2 million on the Apple App store. 197 billion mobile app downloads were registered that year. However, it was also noted that on an average, a person uses only 9 apps daily, and 30 apps per month.

Data analysis of the buyers revealed that 48% of them used smartphones to search for information about an item. 69% of consumers worldwide (who were between the ages of 18 and 39) used their mobile phones to research the products and Google Search was the most popular search engine with such buyers. Product List, Opening Hours, and Price List of local businesses were some of the most popular features of mobile websites that these consumers accessed.
92% of people who searched for a product on mobile made a related purchase. It has also been found that offline spending influenced by mobile research has already touched $1 trillion.
These studies also showed that poor website designs put off customers and hence, responsive website designs (which adjust themselves to the screen size of the device a website visitor has) should be a priority for online businesses today.

Real-time Data Analysis

The digital marketers, who helped President Barack Obama win the seat once again in 2012, used real-time analysis to find out keywords that could appeal to potential voters during debates and helped in creating messages that could resonate with them. The key decisions that tipped the scales in the Obama's favour were taken quickly and accurately. 

Some of the best ways to gather real-time data online are:

  • Social media (such as Facebook, Twitter, and Pinterest) has made it incredibly easy to gather real-time data today. Through these social networks, you can give out information or seek feedback and suggestions from them as required. These consumers access these websites through their smartphones, tablets and several other devices, which means that you can interact with them at any time of the day.
  • Facebook allows you to set up a page, boost your posts, create ads, define your target audience, and offers valuable insights into who is looking at your ad and how they are responding to it. This real-time data analysis can help you tweak your posts and ads to make them more effective.
  • Phone calls are still an effective way to gather real-time data. Phone Call Tracking allows managers to listen in on a conversation between a customer support executive and a customer and use it to develop better marketing campaigns. In fact, the keywords and phrases used by customers during such phone calls have helped several businesses to increase their online sales through Google & Bing Search Ads.
  • There are quite a few data analysis mobile apps in the market that digital marketers will love. Perch, for example, is a free app that offers you a quick glimpse of the online reputation of your company on social networks. You tell it which companies you want the app to keep an eye on and it will create a newsfeed for you mentioning all the instances in which your company finds mention on Yelp, Instagram, Twitter, Google+, Foursquare, Groupon and Living Social.

Granular Insights:

User data can be analysed to find out the age, gender, household income, educational qualification, location, and language preference of a customer. Analysts can also determine whether the ideal customer of a business is married or not, the number of kids he or she has, which payment modes the customer prefers, his or her employment status etc.

Data analytics can also help digital marketers determine whether their consumers look for their products and services from homes, offices, airports, malls etc. This can help them design specific marketing strategies to influence their buying decisions better.

Tools like In-App Marketing and Attribution Analytics can help you determine how exactly your audience is using your app and how responsive is he or she is to your marketing efforts.

Data analysis experts say that digital marketing campaigns can be made better with much more detailed insights. One can determine the operating system and devices buyers prefer, how they find an app or a website (through paid search efforts, organic search, or referrals), average revenue a business earns from an individual buyer, retention rate of an app (where user downloads, installs, and actively engages the app for more than a month), and session length of a user.

Conclusion:
Data analysis is the pillar on which the world of digital marketing stands today. Without it, you can never determine how much to spend, on what kind of content, and which marketing channels to choose to promote your products or services. 

It helps you determine the user’s profile and behaviour, do real-time analysis of what consumers are talking about and use it to the organisation’s advantage, and gain insights which can help you determine the best marketing strategies for your purpose.
Author Bio:
Rruchi Shrimalli is a Content Marketing Manager for transtutors.com, Godissertationhelp.co.uk, Goassignmenthelp.com.au and several other websites. She is a writer and a journalist at heart, and has been writing articles on various aspects of the Education domain since 2010. Her articles have been published at Shiksha.com, India.com, and Employment News among others.

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