Home » What is Marketing Analytics? Background, Tools, & Metrics

What is Marketing Analytics? Background, Tools, & Metrics

by Syed Qasim

The current marketing world has greatly changed. Besides, 85.4% of internet users search for some kind of information on the internet at least once per month. But what does marketing analytics entail? This refers to the process of measuring and evaluating different metrics and the key performance indicators within a company setting to gauge its performance.

Digital marketers tend to rely on analytics to conduct things such as grow the revenue to elevate the return on investment. The data enables them to make fundamental decisions about where to invest their business budget. In most cases, most marketers only reach this point and have nothing else to explain. It’s vital to ensure that marketers understand how to interpret the marketing analytics tools.

There is so much that needs to be uncovered about marketing analytics. Let’s navigate through it!

Google Analytics for Marketing

You cannot navigate through the marketing the process of marketing analytics entails without mentioning something to do with Google analytics. This is mainly caused by the fact that Google Analytics is a major component that helps marketers execute their daily duties. Also, it enables marketers to understand the number of people who reach out and interact with their website.

Clearly, well-instigated marketing analytics begins by having a solid foundation of data mainly generated from Google analytics. This data includes things such as the number of visitors who reached out, the page they visited, and the amount of time they spent navigating across the website. It’s common to see marketers get overwhelmed by the amount of data they generate from their daily operations.

In such circumstances, they need an assistant who will take over the responsibility of processing and analyzing the data content to develop insights that can guide them through the decision-making process. Remember that the main role of data is to guide what needs to be done and monitor the performance of the business by converting raw data into insightful visualization such as excel charts and graphs like comparison chart, funnel and gauge charts.

Metrics of Google Analytics that Needs Attention

There are multiple metrics revolving around the business operations that you need to monitor closely and predict the future of your business. But the big question remains to be, what are these metrics? The most important metrics include the number of users who visit your site within a given time frame. Also, the number of page views is another crucial element that you need to consider.

In addition, you should monitor some of the goals that you had put in place to accomplish within a given duration. It’s obvious that every business has goals to attain within a given period. Depending on the marketing goals you have put into place, you can monitor how far you are to reaching them and the milestones you have achieved.

Once you track all the important metrics, you will be in a better position to conduct your market analysis more efficiently. After building the foundation, you can level up your marketing analytics game and elevate your company to the next level.

Limits of Google Analytics

Even though Google Analytics is considered a baseline for all the marketing analytics activities, there are various data points that are difficult to consume and sometimes unavailable. This is where different tools and software help business owners navigate the process and crack down on all the vital elements.

If you have access to superb software, you will be better positioned to analyze all the important data elements that will give you a concise image of your company’s progress in the business. Marketing analytics offers an easy way of analyzing information in a manner that is easy to understand within the first couple of phases. It reaches a point where there is advanced marketing analytics that needs you to involve the power of advanced tools to get the job done.

Organic Marketing Analytics

Google analytics is likely to take you to far places when analyzing the organic search. This seems simple to crack through since they have some prior experience dealing with data. Note that there are limits on the kind of data that you can easily access and process using Google analytics before getting a sense of your marketing efforts. When you talk of advanced marketing, you simply talk about SEO capabilities.

Organic search is all about the SEO efforts you make to ensure that your business brand appears on the top searches across the search engine. This is why it’s important to capitalize on your analytics efforts to ensure that you get the best out of your efforts.

SEO Analytics Software

When you acquire highly advanced SEO software, you stand a better chance of getting more detailed data that you can incorporate into your business operations. You need to analyze factors such as where you need to rank for the set of search keywords to enhance the organic search. Also, monitor how the rankings are moving and changing from time to time depending on the keywords’ performance.

Monitor closely some of the keywords generating more traffic for your website and capitalize on the available opportunity. Evaluate some of the keywords that your competitors are ranking to get a glimpse of what you can do to enhance your business performance.  Many marketers believe that data is easy to access and use in their operations. You can invest in a good SEO analytics tool that will help you monitor keyword performance across the search engine.

Using advanced SEO analytics tools gives you a competitive opportunity in business since you can monitor the performance of your keywords and analyze some of the areas that you fall short and needs improvement to get the ball rolling. If you intend to find out whether a particular keyword has either a high or low bounce rate, you can choose a keyword that can work for your specific needs.

It’s vital to mark some of the top analytics metrics you need to pay attention to get better results. If you want to invest in better SEO software, you need to have a clear picture of what you intend to get at the end of the process. Identify some of the top metrics you need to track to elevate your SEO capabilities.

Bottom Line

When using marketing analytics to analyze your organic search, you need to understand that 92.3% of the organic search is mainly generated from mobile phone users. This article has outlined all the important tools and metrics that elevate your marketing efforts giving your business brand a competitive advantage in business. Do you experience any challenges when dealing with marketing analytics? This article has your back covered!

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