Analytics

What are analytics?

Marketing analytics are used to manage and study metrics data in order to determine the interest of marketing efforts like calls-to-action (A prompt to encourage a sale or response), blog posts, channel performance and more.

Some analytical software is embedded into platforms like Facebook Analytics or Google Analytics. (Which is both used for ad campaigns)

Why are analytics important?

Understanding marketing analytics allows marketers to be more efficient at their jobs and minimise the waste of marketing funds. Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends. Often, analytics helps us plan our next step in campaigns. This could help us decide whether to launch a product extension to prolong a product’s lifespan.

How should you use analytics?

There is no definite answer to the question, however it is agreed upon that you should definitely capitalise on the benefits of analytics. Depending on your business, there are different ways to utilise analytics. If you are a small ecommerce business or an aspiring youtuber, analytics can be an efficient way to measure your statistics. On the other hand, analytics can be used to gauge response on your advertisements and presence by customers. This can be determined by numerous factors such as CTR. (Click through rate)

Click through optimisation & rate:

To understand CTR & CTO, we need to learn how to increase the amount of potential customers clicking on our websites and adverts. Firstly, you need to understand that at any point a potential customer interacts with your website are called: ‘Touch points’ and if at any point that movement slows down, we call that a ‘pinch point’. 

To increase our click through optimisation, we need to iron out pinch points to ensure that customer experience stays satisfactory. The most efficient way to remove pinch points is to run an investigation into where customers experience problems when interacting with your site. Examples of this could be:

• Slow website loading speeds.
• Getting lost on your website. (Poor sitelink navigation)
• Unsecure backlink. (Placed in main text)
• Poor Placement of products.
• Inconvenient checkout.
• Invasive cookies or unsecure websites. 
• Poor keywords + content.