7 January 2020
Content Analysis and Marketing Blog
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
Most web analytics processes come down to four essential stages or steps, which are:
• Collection of data: This stage is the collection of the basic, elementary data. Usually, these data are counts of things. The objective of this stage is to gather the data.
• Processing of data into information: This stage usually take counts and make them ratios, although there still may be some counts. The objective of this stage is to take the data and conform it into information, specifically metrics.
• Developing KPI: This stage focuses on using the ratios (and counts) and infusing them with business strategies, referred to as key performance indicators (KPI). Many times, KPIs deal with conversion aspects, but not always. It depends on the organization.
• Formulating online strategy: This stage is concerned with the online goals, objectives, and standards for the organization or business. These strategies are usually related to making money, saving money, or increasing marketshare.
Another essential function developed by the analysts for the optimization of the websites are the experiments
• Experiments and testings: A/B testing is a controlled experiment with two variants, in online settings, such as web development. The goal of A/B testing is to identify and suggest changes to web pages that increase or maximize the effect of a statistically tested result of interest. Each stage impacts or can impact (i.e., drives) the stage preceding or following it. So, sometimes the data that is available for collection impacts the online strategy. Other times, the online strategy affects the data collected.
Web analytics technologies
There are at least two categories of web analytics, off-site and on-site web analytics.
• Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website’s potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
• On-site web analytics, the more common of the two, measure a visitor’s behavior once on your website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance and is used to improve a website or marketing campaign’s audience response. Google Analytics and Adobe Analytics are the most widely used on-site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing especially inbound marketing. Marketing Automation platforms are used as a hosted or web-based solution, and no software installation is required by a customer.
The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
Marketing automation is a platform that marketers use to plan, coordinate, manage and measure all of their marketing campaigns, both online and offline. It is often used along with lifecycle marketing strategy to closely manage and nurture generated leads, aiming to convert leads into customers.[ci
Marketing Automation is a subset of customer relationship management (CRM) or customer experience management (CXM) that focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation can be defined as a process where technology is used to automate several repetitive tasks that are undertaken on a regular basis in a marketing campaign. A tool that allows an individual to design, execute and automate a time-bound marketing workflow can be called a Marketing Automation platform.
Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omni-channel marketing strategies from a single tool. Marketing Automation assists greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, Marketing ROI measurement. There are three categories of marketing automation software:
Uses tracking codes in social media, email, and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior – following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market. This allows businesses to more efficiently and effectively reach target consumers who show, through their internet history behavior, that they will be interested in the company’s products. Due to its interactive nature this has been described as Marketing Automation 2.0.
Has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
Advanced workflow automation
Encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation, and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases the marketer’s ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organization and their level of commitment to the tasks as they are assigned.
Over the past, 8 or so years organizations and businesses have increasingly been seeing the need to invest in websites as well as social media campaigns to reach their target audience but also to share their Why as well as to branding identity for what their business or organization reason for being is. However, recently we have seen these tools become more and more streamlined to track views, likes, shares, bounce rates, conversion rates, and even revenue generation if your marketing efforts are not tracking all of these different metrics then chances are you are wasting ad spend. 2020 and beyond are all about analyzing the data for every post, blog or share and learning what resonates with your audience so that you can provide them with a wonderful user experience and education.