Why Metrics and Analytics Are the Keys to Success

Marc Avila

A number of factors go into designing a successful digital marketing strategy, from developing strong and engaging content and design to optimizing with the most relevant keywords and making sure that it all gets in front of the right audience. However, the ability to track what works (and what doesn’t) with the right metrics and analytics is the most important tool for any marketer or brand.

The Benefits of Using Metrics and Analytics in Digital Marketing

A website in general, and a digital marketing campaign, in particular, is only as good as the impact and engagement that it generates. While data and analytics alone are not a substitute for quality content and a well-defined message, marketers can use the information available to figure out the best way to target key demographics. Analytics information makes it easier to make decisions about where to invest resources, based on the content that is generating the most engagement and conversion rates with users and customers.

4 Important Questions Answered by Analytics

Unlike TV commercials or print ads — where agencies would have to rely on hope and faith that their creative was strong enough to wow their target audience and motivate them to act, with little to no way to precisely measure a campaign’s ROI — Internet marketing is incredibly specific, allowing brands to track and measure everything from the social media channel and search engine that a specific visitor came from, to how long they spent on a particular page. This is valuable information that makes it possible to quickly and consistently build on what is working, and change course on strategies and ideas that prove less effective.

Analytics data can answer the following questions:

Is My SEO Strategy Working?

From organic search to referral links and page load times, Google Analytics can break down the successes and failures of an SEO strategy to the nuts and bolts. When competitive keywords and search terms are in play, knowing what is working is essential to making the best use of your marketing dollars.

Am I Using the Right Keywords?

In the case of keywords, metrics and analytics data help with planning and play a preemptive role in developing an SEO strategy. Using existing data to do detailed keyword research can save time and money, as well as help to increase the likelihood that a piece of content will reach its target audience.

Are People Reading My Content?

According to the Digital Marketing Institute, as little as 8 percent of marketers feel confident in their ability to successfully track the ROI of their content marketing strategy. In this regard, the goals of every piece of content produced (marketers should have a fairly clear objective for their content) work together with metrics to define success. For example, if the goal of a particular blog or landing page is to attract more unique visitors, improve bounce rates, or target for a specific keyword to sell a service or product, the best way to measure its effectiveness is to check the numbers.

Does My Web Design Need Adjusting?

Like beauty, Web design can be in the eye of the beholder. Even the most beautiful and well-thought-out designs can fall flat if they are difficult to navigate, or worse, take more than 3 seconds to load, the standard amount of time users suggest they are willing to wait before abandoning ship. Analytics can help to understand and learn about specific user behavior in order to ensure that a website is delivering.

Digital marketers are living in something of a golden age when it comes to the availability of tools that can capture and deliver targeted information and insights into user and consumer behavior. For creative campaigns, data can act as a vital feedback system that allows marketers to continually refine and improve social media and content strategy for the better.

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