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Analytics: the power to transform data into knowledge

Technology has provided the business world with one of the greatest possible weapons for growth: Data collection and analytics. Data is information, and information is power.

The discovery of patterns obtained from data is of great value to businesses. But without careful attention to key indicators, you will never know if a marketing tactic or strategy is achieving its full potential. Analyzing the results of your campaigns correctly will significantly improve your marketing objectives.

Does your page have hundreds of “Likes” on Facebook or a thousand followers on Twitter? That’s impressive, but unfortunately, “Likes” don’t generate any direct benefit. The key question is: how many of those “Likes” and “followers” will become real candidates with purchase intent?

Simply and broadly, the analyses tell you what works and what doesn’t. You need to study which social networks, which type of landing pages, which type of content, and which downloadable marketing elements help convert potential customers into buyers. You can use those results to refine your main strategy, publishing more effective content, in the right place, and at the right time.

Once you evaluate the results of your campaign, you’ll know how to refine your digital marketing strategy for even greater effectiveness. In addition, if you have integrated marketing automation software, you will be able to see which channels generate the highest conversion rate to sales and which ones generate the most leads.

A good starting point would be to start using Google Analytics to analyze your website traffic.

 

Examples of possible improvements applied thanks to Google Analytics:

Website Analytics

Google Analytics allows us, among many other functions, to see the number of users who visit each page, the time they spend on each page, and the percentage of users who have left the site after visiting a certain page. If we discover that we have one or more pages, where the average time of visit per user is very low, and the percentage of users that leave the web after visiting it is very high, it is a clear negative symptom. This will help us analyze why the content offered on that page does not generate enough value for the user and improve it to retain our users or potential customers.

Mobile Web

Imagine that you are focusing all your design efforts on your desktop version website and you realize that 88% of your visits come from mobile devices. Is it really worth investing all your efforts on the desktop version? The most logical thing is a change of strategy and the empowerment of the mobile version.

Target Customers

Google Analytics is able to tell us not only the location but also the age range in which our users are. Having a high percentage of visits in an age range which we do not have as a goal, is an opportunity that we must know how to attack. As well as receiving many visits from cities or countries in which we do not operate.

Promotion Effort

Google Analytics offers us the possibility of knowing how users have come to our website. Whether it is via organic search in Google, social networks, direct search in the browser, third party links, etc… Promoting those platforms that offer us a higher number of conversions will mean betting on the safe side. As we have already mentioned, it is very important for your company to understand where your audience is and what they are looking for, in order to offer them relevant content. In principle, analyses are only data and more data that are useless if we do not make a rigorous analysis of them and are correctly interpreted. Once the analysis is done, we can take action based on our data.

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