We’re taking a break from our 10 Before 10:00 series to bring your Monday morning brains something new to chew on! 26 letters, 26 terms from the land of digital marketing. Join us as we explain the A-Z of digital marketing in simple bite sized chunks which go hand in hand with your morning coffee.
Examine (something) methodically and in detail, typically in order to explain and interpret it – Oxford Dictionaries.
2014 was the year of the analyst. Data analysis was recognised as one of the most important aspects of any digital marketing initiative or campaign. Real time reports and access to all sorts of specific details meant that you could analyse literally anything- even your data analysis methods.
Often when planning a campaign you get so caught up in the activation, the events, and the logistics, that you completely neglect the fundamental backbone of success – analysis. Getting into the nitty gritty of what your audience likes, how they respond, and which page on your site they spend most time on provides the insight you need in order to market more effectively.
However you have to be sure that you don’t waste your time on analysing the wrong metrics. There are plenty of different tools that can help you analyse a variety of things, but the main thing you need to keep in mind is that analysis is about striving for change. It gives you tangible and actionable data which you can then use in order to improve the situation you’re in. Analysis is every pro-active person’s best friend and you don’t need to be a whiz to figure it out.
Here are a few things to keep in mind when analysing a situation.
Digital analysis should be ongoing.
It’s not something you do once, instead it’s a constant which follows your progress and gives the clearest illustration of how your work is developing.
Digital analysis should be inclusive.
Sometimes you might become so focused on one aspect that you forget about the bigger picture. It’s useless getting lost as you meticulously analyse the data of your demographics while neglecting things like your bounce rate. Everything has to come together like one giant spider’s web of information.
Digital analysis should be creative.
You might be thinking “how can I be creative when dealing with facts?” What we mean is that your methods of analysis should be creative. We’re not telling you to invent methods which make no sense, but do look at the situation from different perspectives so that you can tackle the situation in a different and more effective manner.
Of course we’ve only touched briefly on the subject of what digital analysis entails, there’s a lifetime of information out there waiting to be explored, so go out there and check it out!
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