The number of available data sources is growing massively by the day. As a marketer, you have to be data-driven else you shall miss out on making an impact in the marketing space. Most marketers have been spending a lot of money and resources on marketing activities such as lead generation, pay-per-click ads, content development, and search engine optimization, among others. However, though these are important, the single most important thing you need for your marketing efforts is web analytics.
The efficiency of web analytics is well pronounced. It can help you improve the effectiveness of your content, ad traffic, email conversions, SEO and other aspects of digital marketing. It can be an effective data analytics that sets you on a path for success. It is very important to know what type of data to collect and how you will collect it. When looking forward to setting an effective web analytics campaign, there are several things you must get right;
You need to list your business goals. If you have a website, ask yourself what you want the website to achieve. If you are running an e-commerce site, your sole purpose will be to have people buy your products. You need to set your goals from the onset. Your goals might be selling a product, displaying 3rd party ads for revenue collection, developing a good experience with your customers among others. All these goals must be clearly defined as they will set the basis for your data analytics efforts.
Before you can select your KPIs, you need first to define your objectives and policies. Objectives are the intermediate steps that will help you analyze the progress of attaining your business goals. To succeed in each of your objectives, you must set KPIs. The key performance indicators will vary from one industry to the other. Each department will have unique KPIs to achieve.
Decide on Segmentation and Reporting
A very important step in creating web analytics is setting a measurement strategy. Once you have started to collect data, it can be overwhelming if it is large enough. You need to understand which data to collect and which reports generating. The ability to generate easily adoptable reports will be very important in determining the success of your reporting. Data segmentation will be very important as it helps you dig valuable additional insights about your business and the approaches to take.