What is Marketing Analytics?
Marketing analytics encompasses the process or technologies that help marketers evaluate their digital marketing and advertising strategies. Measuring marketing performance with the use of proper analytics helps you gauge the success of your marketing efforts and initiatives.
Marketing analytics draws comparisons between various acquisition channels, such as blog sites, paid advertising, affiliate advertising, digital communications, social media, etc.
With marketing analytics, marketers have the perfect opportunity to collect data from various channels and reinforce it into an overall marketing picture. Comprehensive and consolidated marketing analytics helps to make the right business decisions.
Metrics to be analyzed
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Digital marketers can evaluate, track, record and use these metrics according to their marketing demands:
- Acquisition: The first metric worth considering in this regard is acquisition. It refers to the number of active visitors who respond to your digital marketing efforts by visiting your website.
- Activation: Activation refers to the number of satisfied customers during their first visit to your company’s website.
- Retention: This is one of the most crucial digital marketing metrics, as it refers to visitors who return to your website after the initial visit.
- Revenue: Involves customers who take an action.
- Referral or Referrals: Satisfied customers will inevitably recommend your dream company to others. These referrals provided by your customers will generate leads and lead to positive recommendations.
Marketing Analytics Tools
Search Engine Optimization (SEO) Tools
SEO and content marketing together help teams understand how likely their site and content is to appear in online search results. SEMRush, KissMetrics and Moz Pro, for example, suggest new keywords, offer recommendations for improving search rankings and allow marketers to compare your site to competitors.
Social Media Analytics
Most social networks such as Facebook, YouTube, LinkedIn or Twitter offer free analysis tools for users.
Search engine marketing tools (SEM)
Among the main ones, Google AdWords, Facebook Ads and Bing Ads. These tools offer analysis panels where the results of the campaigns, spending and research keywords are detailed.
