How can we use analytics to determine effective digital campaigns?

The first metric to monitor and analyze is sales revenue. It's not always easy to link your sales revenue to your marketing campaigns, but without them, you have no idea if your digital marketing is paying off.

How can we use analytics to determine effective digital campaigns?

The first metric to monitor and analyze is sales revenue. It's not always easy to link your sales revenue to your marketing campaigns, but without them, you have no idea if your digital marketing is paying off. To correctly measure your sales revenue, use a software program that specializes in measuring sales data and other key performance indicators (KPIs). The goal is to see a clear differentiation and an increase in sales from year to year that can be associated with your digital marketing initiatives.

Many digital marketing campaigns focus heavily on social media. Social media engagement is one of the most important metrics to measure when analyzing the longevity of your brand and the way people interact with your company over time. To measure your ROAS, take sales revenue data (use only sales data that can be linked to ads), and then compare it with the money spent on each and every ad. This way, you can determine if your ads are actually generating a return on your investment and make the appropriate adjustments.

This will also allow you to analyze which of your channel strategies is most effective and will help you determine how and where you should spend your money. Strategies to help you increase your sales efforts Everything you need to provide world-class customer service The knowledge you need to make smarter business decisions An irreverent and insightful view of business and technology, in your inbox Our unparalleled storytelling, in video format. Sign up to receive small insights about business and technology Learn marketing strategies and skills directly from HubSpot experts When it comes to exchanging business ideas, Sam and Shaan are legends of the game. Watch two brilliant CMOs tackle strategy, tactics and trends.

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Free and premium plans Try another search and we'll do the best we can. Learn how to use digital marketing analysis, not just web analysis, to turn your business objectives into measurable results that support your bottom line. The Fundamentals for Getting Started with Digital Marketing Tactics to Grow Your Small Business. Measuring the effectiveness of digital marketing is one of the biggest challenges organizations face today.

Successfully evaluating the impact of marketing campaigns requires the use of comprehensive digital marketing analysis. However, when most marketers hear the term digital analysis, they tend to think of the web-based metrics that are normally associated with well-known analytics, such as Google Analytics, which analyzes traffic, bounce rate and unique visitors. But this is just the tip of the iceberg of marketing perspectives. While web analytics can provide you with a wealth of information about the performance of your website, marketers need more detailed data to understand the impact of their marketing campaigns on conversion rates and the buyer's journey.

Digital marketing analytics, on the other hand, offers a much more complete view of what works (and what doesn't) when it comes to your marketing strategy. Regardless of how you fit into your company's marketing mix, learning to understand and take advantage of digital marketing analytics is incredibly important. Not only does analytics data tell you if your marketing is working, it also tells you precisely how and where you can improve. This type of information can benefit everyone.

Digital marketing metrics to learn about digital marketing analytics versus. Web analytics What is digital marketing analysis? How to use digital marketing analytics effectively Digital marketing analytics is the translation of customer behavior into actionable business data. Digital analysis tools can help companies understand what consumers are doing online, why they do it, and how this behavior can be converted into digital marketing campaigns. In a nutshell? Analytics draw the line between opinion and facts by giving your company a data-based view of user behavior.

Before we dive into how to use digital analytics for your business, let's talk about the marketing metrics you'll measure and analyze. Digital marketing metrics are statistical measures that marketers use to determine the success of various marketing efforts in relation to the overall objectives of the campaign and industry standards. First, let's leave vanity metrics aside. These are superficial numbers that often make you think your efforts are working.

These are usually large numbers linked to nebulous concepts such as the “impact” of social networks, and they are more nonsense than facts. While they can make your marketing team feel good, they offer little business value. To get a clear picture of the impact of your campaign, you need to analyze a wider variety of actionable metrics. Here's a complete list of all the marketing metrics you need to know and what they can tell you.

The following are digital marketing metrics associated with websites and web activity a, k, a. A visitor (or user) is someone who visits your site. Visitors are tracked by a cookie placed on their browser using a tracking code installed on their site. A page view is when a browser loads a page from your site.

The display of a page is measured every time the tracking code is loaded. Traffic (or visits) is the total number of visits to the site or page in a given period of time. The ratio of new traffic to returning traffic is the percentage of net visitors to new sites or pages you receive compared to the total amount of returning traffic. Time on page is the average time that each visitor spends on your site or page.

Interactions per visit are the actions that your visitors took when they were on your site or page. The bounce rate is the percentage of people who visited your site or page, but didn't take any action or view any other page, compared to the total number of visitors to the page or site. The following are the digital marketing metrics associated with magnetic leads and content offers:. Submissions are the percentage of the total number of people who filled out and submitted your web form.

The conversion rate is the total number of actions performed (p. ex. The free trial conversion rate is the percentage of free trial users who became customers. Pop-up conversions are the percentage of total popup forms completed that became customers.

The ratio between leads and closures is the percentage of leads converted into customers compared to the total number of leads. The following are the digital marketing metrics associated with email marketing. The open rate is the percentage of emails opened as a proportion of the total number of emails sent. Opened per device is the total number of emails opened by device type (p.

The bounce rate is the percentage of emails that cannot be delivered as a proportion of the total number of emails sent. The unsubscribe rate is the percentage of people who unsubscribe from your email list over a certain period of time. The following are digital marketing metrics associated with content and social media. Followers and subscribers are the total number of people who have shown interest in your content and want to receive updates when new posts or pages are published.

The total number of times a post or page has been shared on social networks, a website, or a blog is shared. The more your social media posts reach, the better for your brand. Digital marketing analysis platforms can show you how many of your followers on social networks have seen your last post. Divide by the total number of followers and multiply it by 100 to get the reach percentage of your post.

It's also worth evaluating how far your publications could go. To find this metric, multiply the total number of times your brand is mentioned by the number of followers of the person or brand that mentioned you. The result is your “theoretical reach”, or the maximum number of people you can reach with your current network. The potential reach is usually two to five percent of this total.

While it's good that they mention it, it's better that you like them. That's the purpose of measuring the approval rate: to determine how many positive interactions followers have had with your posts. These can include “likes”, shared actions, or even sales conversions, and they can ensure that your marketing campaign is on track. The following are digital marketing metrics associated with e-commerce:.

The shopping cart abandonment rate is the total number of online shoppers who include items in their shopping cart but don't complete a purchase as a proportion of the number of people who complete a purchase. It's also worth measuring “mini-conversions”, such as moving from home pages or categories to specific product pages, which indicates positive customer inertia toward converting sales. In addition to shopping opportunities, e-commerce sites often include email marketing options that provide consumers with information about new products or sales events. Measuring total subscriptions and subscriptions by source (mobile, computer or platform) can help quantify marketing efforts.

To find the total cost of acquisition, divide the total marketing budget by the total number of customers. The higher the number, the more you'll spend and the tighter your profit margins will be. It's also worth calculating the average value of your order. Find it by dividing the total value of sales by the number of carts: the higher the number, the better.

Then, look for ways to increase the average order value, such as offering additional items, package discounts, or even free shipping. Where does your income come from? This metric helps identify where your marketing budget is best spent and where it's not working as expected. For example, if traffic analysis shows a significant sales conversion linked to Facebook followers, but almost nothing to Instagram, it's worth reevaluating the approach of your marketing campaign. This section serves as a high-level review of the most important marketing metrics by channel.

Depending on the software you use or the marketing channels you're looking for, you might see different metrics. So why exactly is digital marketing analytics important? Let's see what makes digital analytics so important today and how it compares with (and improves) the information offered by the most basic web analytics. The difference between general web analysis and digital marketing analysis is in their approach. While web analytics provides information about website performance and optimization, digital marketing analysis provides contextual information about user behavior within, inside, and around your site.

In a nutshell, web analytics (like many of the metrics we defined above), simply isn't enough. The data provided by web analytics alone is not enough for marketers, who need to understand how their work impacts the entire marketing and sales process. This perspective provides the fundamental data you need to structure your business and satisfy your current customers enough to attract and attract new ones. Web analysis measures the things that concern a webmaster or technical SEO specialist, such as page load speed, page views per visit, and time spent on site.

Digital marketing analysis, on the other hand, measures business metrics such as traffic, leads, and sales, and allows you to observe which online events determine if potential customers will convert into customers. Digital marketing analytics include data not only from your website, but also from sources such as email, social media, and organic search. How digital marketing analysis connects all business activities With digital marketing analysis, marketers can understand the effectiveness of their entire marketing strategy, not just the effectiveness of their website. The use of digital marketing analytics allows marketers to identify how each of their marketing initiatives (for example,.

(email marketing) compare themselves to each other, determine the true ROI of their activities and understand how well they are achieving their business objectives. Thanks to the information they can gather from comprehensive digital marketing analyses, marketers can also diagnose deficiencies in specific channels in their marketing combination and make adjustments to strategies and tactics to improve their overall marketing activity. You can spend hours splitting data in web analysis tools, comparing new data with. But at the end of the day, you won't have a truly complete picture of your marketing performance.

There is no doubt that marketers are aware that there is a deficiency in the way they can measure the effectiveness of what they do; this is how the complete analysis of digital marketing compensates for that deficiency. Marketers implement digital marketing analysis to understand the performance of their current digital channels. This process also uncovers new opportunities to reach and engage your target audiences. Download our free e-book on inbound marketing analytics, the key metrics your executives really want to see.

Digital marketing analysis provides a solid view of the direct relationships between your marketing channels. It's great to be able to see how each of your individual channels (for example,. In addition, you can compare the impact of that individual email delivery with other marketing initiatives. Did that email generate more leads than the blog post you published yesterday? Or was the content you shared on Twitter more effective? As we mentioned before, a key differentiator between web analysis and digital marketing analysis is that the latter uses the person, not the page viewed, as the focal point.

Comprehensive digital marketing analytics can provide you with all of this and much more, providing you with extremely valuable potential customer information that can help guide the direction of your future campaigns. Analyzing all of this information together can help you understand the trends between your potential customers and potential customers and what marketing activities are valuable at different stages of the buyer's journey. You may find that the last point of conversion for many customers was in a certain e-book or white paper. Having this data allows you to implement an effective lead management process, which allows you to score and prioritize your potential customers and identify what activities contribute to creating a potential customer qualified for marketing (MQL) for your company.

One of the most useful functions of marketing analytics is its ability to attribute specific marketing activities to sales revenue. Sure, your blog can be effective at generating leads, but do those leads actually become customers and make your business make money? Closed-loop marketing analytics can inform you. Download our free e-book on closed-loop marketing and take your digital marketing analysis to the next level. The only requirement here is that your digital marketing analysis system be connected to your customer relationship management (CRM) platform.

Having this closed-loop data can help you determine if your individual marketing initiatives are actually contributing to your company's results. Through it, you can determine which channels are the most critical to driving sales. You may discover that your blog is your most effective channel for generating customers or, on the contrary, you discover that social networks are really as powerful as a mechanism for participation, not as a source of sales. By measuring the relationship between marketing channels, keeping track of human-centered data and analyzing what revenues are linked to which efforts, you'll be prepared to set objectives that support your final results.

Now, let's talk about how to use these marketing analytics effectively. Most marketers know that they need to analyze more than just traffic and website performance to get the information we've talked about so far. But why do many of us continue to strive to measure the impact and demonstrate the ROI of our online marketing activities? Master SMART marketing with our free Excel goal-setting template. The fact is, in order to gain the information needed to understand their marketing performance and make wise decisions, most marketers balance several different digital analytics platforms.

Do you remember how many categories of marketing metrics we've reviewed before?) However, this fragmented approach to reporting makes it very difficult to connect the dots and make informed decisions about the future of your digital strategy. The ideal solution is to implement a comprehensive marketing and reporting platform that offers comprehensive visibility of your marketing activities, allowing you to measure everything in one place. Instead of just viewing predefined reports for each traffic source, you can use custom reporting functions to create data graphics that show the progress of an entire marketing campaign, not just the performance of certain content on certain channels. This report quantifies your impact based on the number of new contacts you can create based on the first content, offer or form sent, and relates them to that potential customer's original source.

Another way to look at this is to segment your contacts by a particular person to show which ones are providing the most benefits and for whom your team is creating content. This calculates conversion rates along the marketing and sales funnel, and shows new leads that become marketing-qualified leads, sales-qualified leads and, ultimately, new customers. This can be seen in HubSpot by using calculated fields or custom properties to show the amount of money your marketing team spends to attract, capture and delight your buyer profile. These closed-loop reports are just some of the capabilities available to show your progress towards your company's final results.

All the knowledge, information, and data that you can gather from your digital marketing analysis tools are only useful if you do something with them. The real value of analytics is not only in demonstrating the value of marketing to your boss, but also in helping you improve and optimize your marketing performance both individually, channel by channel, and globally and multi-channel. With digital marketing analysis, you should also be able to implement closed-loop reports, which would make it easier to demonstrate how your marketing efforts are positively affecting your sales team, which receives much higher quality leads. Digital advertising is an important part of any digital marketing strategy.

Nearly a quarter of marketers spend the same amount of their marketing budget on advertising (25%). Apply this new perspective to digital advertising analysis and see how it transforms your overall digital marketing strategy. While web analysis provides an optimistic picture of your core business, digital marketing analysis can help you turn your business objectives into measurable results that support your bottom line. Prioritize data that reflects people, not pages viewed, and you'll grow better in a short time.

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Too many companies give up on monitoring their digital marketing performance, often because they don't know how to measure digital marketing success. Carefully measure your conversions and other metrics associated with your marketing efforts and consider the best way to determine the conversion rate you want to measure. By tracking this metric, you can see if your digital marketing campaigns are keeping people coming back to your website to learn more about your business and make conversions. If your company doesn't have the experience or resources to carry out an effective digital marketing campaign, you can work with a professional digital marketing agency like Proceed Innovative.

As a marketer, analyzing digital marketing data is the best way to see if your digital marketing tactics are working and where you can improve. A digital marketing analysis is the first step in developing a solid digital marketing analysis strategy. If you want to know how to measure the success of digital marketing, be sure to control the average duration of the sessions. Starting with the previous methods, you'll soon be able to better measure what works and identify what doesn't work in your digital marketing campaigns.

Using it will give you a clear picture of your site traffic and what digital marketing campaigns are doing most for your company. If you want to know how to measure the success of digital marketing, you should know that you can't measure it without including the conversion rate as one of your metrics. Digital marketing analysis allows you to track how your leads and individual leads interact with your various marketing initiatives and channels over time. .

Blaine Filan
Blaine Filan

Certified social media scholar. General food scholar. Typical web guru. Typical analyst. Award-winning student.