Every time a brand or digital project falls into our hands, the first thing we do from Windup is to see what level of depth of implementation in data collection systems it has. That is, it does or does not do professional digital analytics, and if it does it at what professional level and development.
Much is said on social networks and in the world of the blogosphere of key issues such as organic positioning, digital branding, efficient management of the Community Manager or actions to generate qualified traffic to your site.
But what about measurement?
And with the traceability of the data?
With the definition of KPIS and dashboard design?
With the improvement of the conversion and the hypothesis approach to improve the ratios?
And the decision-making based on data and oriented to the profitability of the business model?
Believe me if I affirm that without any of this, the rest of things lose much of the sense.
In this article we are going to delve into the importance of professionally understanding and applying a Digital Analytics Strategy.
It is not worth answering that digital analytics is Google Analitycs. Or know how many sessions a site has. Both are within the global concept but it does not serve us.
Digital analytics is the digital marketing area that is responsible for designing the data measurement strategy, defining variables and KPIS relevant and key to the development of the digital business.
Therefore, in a Data Analysis Strategy:
“The data is designed, collected, analyzed, interpreted, represented and defined. To establish descriptive and predictive models of decision making. ”
Very simple, right?
Perhaps it is time to start talking about broader and more professional concepts such as Digital Intelligence. Digital Intelligence would encompass 4 major areas of analytical impact:
Collection and treatment of variables and metrics.
The representation of the metrics and KPIS analyzed visually. How I represent KPIS in the best possible way.
The analysis and application in decision making oriented to the business model to work the profitability of the company.
The definition and approach of predictive data decision-making models oriented to profitability. That is not only limited to data from digital marketing campaigns but also includes CRM, ERP … This concept is still ambiguous in the sense that it has different more or less global meanings.
The definitions may vary but what must be clear are the 4 areas of impact and development at the Digital Intelligence level:
– Data collection system: processes and tools.
– Data visualization: with tools such as Data Studio, Tableau or Power BI.
– Dashboard in real time for decision making.
– Design of hypotheses and predictive models.
The digital world leaves its mark on each interaction, on each access, on each click, on each stroke of the scroll … it is a world with a digital trace!
The data is collected by a multitude of tools, media and channels. They are associated with cookies, email addresses are captured and they are associated with a sale. Traceability in the conversion.
And this means that almost everything is measurable.
If we really want to launch profitable and results-oriented digital marketing strategies, we must know each fact of our online business:
– From a publication on social networks to the periodic newsletter.
– From a conversion or the keywords that generate more transactions in the business and are more profitable
1- Measure each step that each user takes on our website or landing page.
2- Plot all conversions and sales to know where the income came from. From which channel, from which campaign, from which action and from which buyer person.
3- Work on the quality of the web user to optimize economic resources and human capital.
4- Measure the optimization of the web at the usability and CRO level: click maps, heat maps, user recordings, scroll rates.
5- You can create objectives, events … to define, measure and optimize the purchase funnel.
6- Analyze the behavior of all external links that lead to the web: links published on social networks, in email …
7- Cross multivariable data to deepen the analysis and draw conclusions for data collection, for example the data from an SEM campaign with the data from the customer CRM….
And this is just the beginning 😉
The first step is to know what we can measure digitally:
Once this is done, it is essential above all to know and understand what we want to measure to meet the objectives of the brand’s Digital Strategy.
That is why there is talk of defining a Strategy in Digital Analytics, because we must set the objectives, the actions, the channels … plan to execute in an optimized and efficient way.
The next step is the definition of the KPIS that will help us monitor compliance with these objectives.
The second step is to know the tools, configure them and get down to work.
But be careful because this step without having done the previous one is meaningless.
At this point we have the advantage that the entire free Google suite is perfect to start and reach an advanced level.
For this reason we recommend installing at least these five tools for digital measurement of your website:
It is the best known and simply by installing the tracking code in the “Head” of the web we will have control of everything. Sessions, users, bounce rate, page time, page views, device type, country, conversions …
In short, a very complete and powerful digital analytics tool.
It will help us measure where Google Analytics does not go. I define it as walking around the house as: “tell me where you want to put a box that the user does not see, but if it passes over it collects data”.
In this way we will increase the depth of the analysis.
If you have an e-commerce or online store, either in Woocommerce or Prestashop for example, it is mandatory to configure it to be able to measure the traceability of each of the online sales that are registered.
Knowing which Facebook post has generated the most conversions or which ad for the SEM Campaigns has had the highest ROI.
Here we go to the leading search engine in Russia, but rest assured that it is also free.
Yandex, as Javier Gosende pointed out a few years ago in the Digital Marketing Master’s class, is perfect for doing the part of session recordings, heat maps, scroll maps….
It is simple to configure and very powerful at the usability and UX level.
It is Google’s visual analytics tool, it connects to Google Analytic APIS, Search Console, Google Ads… and with it we design dashboards in real time.
If you also want to go deeper, you can search for connectors that will allow you to have real-time data from Facebook Ads, Semrush or whatever you want.
With this digital survival kit we will be in a position to grow the business, to have true control of the data and therefore to have 100% control of the digital business.