Data Driven culture and the Web Analytics universe: the importance of data measurement
Posted: Sun Dec 22, 2024 6:57 am
Data-driven practices have been increasingly adopted by companies as a result of the need for more assertive decisions in Digital Marketing actions . A survey conducted by IAB Brazil in 2017 reports that R$14.8 billion was spent on advertising, a considerable amount that grows every year. Data-driven decisions are increasingly practiced by companies that aim to become more competitive.
To achieve success in the digital world, Web Analytics is an ongoing and highly important process. WA is an ongoing operation that defines goals, collects, measures and analyzes visitor data, aiming to improve online effectiveness and better direct digital marketing strategies. Offering what your consumers want is essential to achieving your company's success.
By investing in Analytics, you can answer crucial questions for the success of a website, such as:
Do visitors browse via mobile or desktop?
Which pages are of most interest?
What are the entry points for the Landing Page?
Illustration taken from the book "The Marketing Code"
Click flow: These are clicks made by the user. It provides important vietnam phone number example information such as: session duration, page views and bounce rate.
Multiple results analysis: Measure results by relating them to visitor behavior.
Experimentation and testing: Conducting experiments and analyzing how visitors react to that experiment.
Voice of the consumer : The WA tool has its limitations and sometimes does not capture the real intention of the consumer, therefore, mechanisms for collecting feedback from visitors are essential to understand why a customer abandons a purchase, for example.
Competitive intelligence : collect data from competitors, understand it and compare it with your results.
How relevant is Web Analytics for marketing strategies? Through WA, you can perform several types of analyses that help when creating strategies and campaigns. Let's talk about 3 of them:
Predictive Analysis: is the analysis performed with the aim of investigating the probability of an event/fact occurring in the future. This analysis is performed using data such as algorithms, artificial intelligence and machine learning.
Descriptive Analysis: is the analysis performed using previously generated information, such as historical data. In marketing, it is generally used to analyze investments in campaigns.
Prescriptive Analysis: is the study that combines the interpretation of descriptive and predictive analyses with business knowledge, thus indicating the best strategies and paths to be taken.
Analytics and SEO
SEO is one of the most important topics in digital marketing. A strong positioning in Web Analytics can act as a catalyst for results, increasing the efficiency and focus of your SEO efforts.
Google Analytics (GA) offers a variety of data, but it does not provide a basis for the most searched keywords. However, the tool can be integrated with Google Search Console, which offers reports with this information, showing keyword parameters along with clicks, impressions, etc.
You can also link AdWords to Analytics, generating more valuable data linked to Keywords. This occurs because the information shown by AdWords feeds the reports generated by GA with keywords that generated traffic, sales and conversions.
Success in campaigns is the result of data analysis aligned with an analytical vision. To develop strategies that are truly successful, data must be studied and measured, and through web analytics, information is provided in an organized and segmented manner. For more information, download our complete Digital Analytics e-Book!
To achieve success in the digital world, Web Analytics is an ongoing and highly important process. WA is an ongoing operation that defines goals, collects, measures and analyzes visitor data, aiming to improve online effectiveness and better direct digital marketing strategies. Offering what your consumers want is essential to achieving your company's success.
By investing in Analytics, you can answer crucial questions for the success of a website, such as:
Do visitors browse via mobile or desktop?
Which pages are of most interest?
What are the entry points for the Landing Page?
Illustration taken from the book "The Marketing Code"
Click flow: These are clicks made by the user. It provides important vietnam phone number example information such as: session duration, page views and bounce rate.
Multiple results analysis: Measure results by relating them to visitor behavior.
Experimentation and testing: Conducting experiments and analyzing how visitors react to that experiment.
Voice of the consumer : The WA tool has its limitations and sometimes does not capture the real intention of the consumer, therefore, mechanisms for collecting feedback from visitors are essential to understand why a customer abandons a purchase, for example.
Competitive intelligence : collect data from competitors, understand it and compare it with your results.
How relevant is Web Analytics for marketing strategies? Through WA, you can perform several types of analyses that help when creating strategies and campaigns. Let's talk about 3 of them:
Predictive Analysis: is the analysis performed with the aim of investigating the probability of an event/fact occurring in the future. This analysis is performed using data such as algorithms, artificial intelligence and machine learning.
Descriptive Analysis: is the analysis performed using previously generated information, such as historical data. In marketing, it is generally used to analyze investments in campaigns.
Prescriptive Analysis: is the study that combines the interpretation of descriptive and predictive analyses with business knowledge, thus indicating the best strategies and paths to be taken.
Analytics and SEO
SEO is one of the most important topics in digital marketing. A strong positioning in Web Analytics can act as a catalyst for results, increasing the efficiency and focus of your SEO efforts.
Google Analytics (GA) offers a variety of data, but it does not provide a basis for the most searched keywords. However, the tool can be integrated with Google Search Console, which offers reports with this information, showing keyword parameters along with clicks, impressions, etc.
You can also link AdWords to Analytics, generating more valuable data linked to Keywords. This occurs because the information shown by AdWords feeds the reports generated by GA with keywords that generated traffic, sales and conversions.
Success in campaigns is the result of data analysis aligned with an analytical vision. To develop strategies that are truly successful, data must be studied and measured, and through web analytics, information is provided in an organized and segmented manner. For more information, download our complete Digital Analytics e-Book!