Anyone who wants to invest in an Internet venture has to take into account a series of data to better manage their business.
In short, this is the definition of web analytics (or web analysis). This analysis structure helps the user to make decisions based on the public’s experience with their online tool.
It is increasingly relevant to know how to analyze those provided by your website or your social networks.
They allow you to know how your target audience behaves and, with that, determine how your marketing campaign will act to attract that audience to your content on the Internet.
In other words, we can say that web analytics helps you make your campaign more objective and without having to go blind, with much safer results based on data that helps understand user behavior.
In addition, you can improve products and services, adapting them as you see fit, always keeping in mind the needs of your consumer.
How to make a good quality web analytics?
Obtaining that data to be able to analyze it and create a good campaign is not difficult. A large part of the online tools (Web page, blogs, social networks) already have on their platforms ways to obtain user navigation data, such as and.
Social networks like Facebook and Instagram also have their own data platforms, which helps a lot for the , oriented Digital Producer.
Other good examples of platforms that help collect data and offer support for good analysis are and.
It is on these data platforms that we try to analyze how the user behaves:
- what did you agree to,
- how long you stayed on the website,
- what is the time of most accesses of your partner network, etc…
In short, there are countless data that allow you to focus on an action and reach new users.
The great challenge of web analytics is not necessarily to extract data from a user’s navigation, but how to analyze this information for a truly strong campaign on the Internet.
It is necessary to keep in mind the objective of the campaign from its conception.
Can be:
- who do you want to reach;
- why the campaign should exist;
- what do you expect from her
As it is somewhat complex, we are going to detail some suggestions that can help you build a strong digital marketing strategy. Shall we start?
Define which are the most relevant metrics for your business
We repeat, throughout the text, that web analytics takes into account a series of data on the most diverse platforms on the Internet. Therefore, it is necessary to filter all that data.
We recently said that it is necessary to establish a clear objective for your campaign, and we cited some questions that can be important to establish what data is really important for your strategy.
Here you need to define important things. First of all, who are you? This better defines the scope of the region. And also the objectives of the campaign: attract your audience to the website or effectively get them to purchase your product…
Oh, and don’t forget that much of your success depends on your campaign goals being well defined! There are a few possibilities:
- By what percentage do you want to increase your traffic?
- How many likes/followers do you want to have on your social networks?
- What percentage of growth do you want to have in your sales?
All these questions must be very clear so that you can determine what to take advantage of the data that will be analyzed.
In addition to being attentive to the metrics, you must observe another super important piece of information for a good analysis, the KPI.
The KPI (Key Performance Indicator) provides you with variables that measure performance to achieve the goals set for a campaign. Therefore, already use it to improve your strategy.
Extract the data and select what really matters
Now that you know what you want in your digital campaign, you can now know what data is really relevant to it.
And it is time to obtain them and filter what is going to be important for your strategy, and also to define which platform you are going to use to extract that data.
Obviously, it should be the one that satisfies the media involved in the campaign. But prioritize the one that will give you the most practical results.
Even if you have more data in one medium or another, do not forget to integrate the data from all of them so that you can enjoy as much information as possible.
At this time you can, for example, find an excellent opportunity for conversions, especially if you want to attract a loyal audience from one medium to another.
Always remember that not all the data you capture will be necessary to interpret how your target audience behaves, so discard those that are not necessary.
Create reports so you can visualize your evolution
Creating reports is extremely important for you to track your campaign and see if the results are really being achieved.
It is in them that you manage to glimpse the strengths and weaknesses of the strategy, and you can also improve or enhance the actions.
You must prepare your report in spreadsheet software. And the presentation is usually done in a document like PowerPoint or Prezzi…
Whatever it is, it has to be efficient. Therefore, some suggestions are important:
Have the information organized
Your document needs an objective and the presentation a clear and direct direction.
Allied to this, comes the standardization of the information provided, with a well-defined layout, which provides an immediate understanding of what is presented.
draw a picture
When presenting the actions, it is important that you make their results available. Do it chronologically: what was achieved so far?
Measure it by periods (semester, quarter, month) so that whoever accesses this report can clearly understand the effectiveness of the campaign over time.
Compare numbers from other periods
A successful campaign should show what has changed since your app. If you have data from past actions, compare those numbers and see what has changed.
In a presentation, highlight the efficiency of the campaign.
Make use of intuition
Whether or not you present your report to other people, you should do it intuitively: create simple graphs that are always welcome in relation to that.
In addition, the graphs show all the analysis data in a more illustrative way. You will make your life and the life of those who have access to the report easier.
Define what the long-term strategies will be
Once you have established the objectives and the data that you will use in your campaign, and having the entire process structured in reports, you can diagnose how your actions are going.
It’s time to check what’s working, what needs improvement, and what needs to be abandoned.
Never start a project thinking that it will not go through reformulations. In fact, it is essential to know at what time these changes should occur.
And for that, a lot of analysis and complete knowledge of your actions and their results is necessary.
That is the time to measure and analyze the. which is what determines if the return on your investment is good or not.
Therefore, always check if your actions are giving you lucrative answers, if it is necessary to improve them or simply stop them.
With a well determined and built database, you will not have difficulties in making these diagnoses. Don’t be afraid to exploit the potential in your actions, much less abandon the ones that don’t work.
measure, measure, measure
Even if things are going well, always measure the data your campaign produces. Always compare with previous periods and find out what has changed the numbers.
Set a timeframe for reviewing the information in your marketing plan and make it a routine.
Redo the entire process of an action, evaluate your methods and results based on the reports you have at your disposal.
Don’t be fooled by positive numbers and, if possible, enhance what works. Just don’t always get stuck in the same process.
With a very solid knowledge of the various possibilities that web analytics allows you, you can create campaigns for profitable, effective and objective ecommerce, without gaps for errors.
The actions with the best structures for data analysis add a lot to your business and are its great facilitators.
And there is no shortage of possibilities to understand how your target audience behaves on the Internet, so don’t waste time and obtain this information to understand their consumption potential.
Web analytics allows you to create a business always adapted to the changes that the virtual world provides you. You will be able to foresee possibilities and it will make your undertaking more assertive.
And why not make your business more predictable?
Since you learned a bit about web analytics in this post, learn all about .
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