The term “digital analytics” refers to all those processes of collection, organization and interpretation of natively digital data or data translated into a digital form, which are produced during interactions between consumers and brands throughout the customer journey.
Digital analytics can be used both to measure and evaluate the performance of different marketing activities and to provide companies with the insights needed to design the most effective communication and sales actions . In this sense, digital analytics are at the same time data analysis activities and the results of these analyses .
Digital analytics make data understandable by returning it in the form of metrics , numbers uae whatsapp resource thanks to which companies (and marketers in particular) can measure, quantify and give a meaning, even operational, to their actions. Are the contents effective? Which channel offers the best performance? Is the campaign performance satisfactory? Digital analytics allow you to answer these questions (and many others, even more specific) and offer marketing and sales teams a complete vision of how leads and customers interact with the brand .
New call-to-action
From digital analytics activities comes knowledge that is useful to companies , which use it to give strength and accuracy to their marketing strategies and make the relationship established with their customers more effective and long-lasting, exploiting a trend towards personalization that has gained more and more strength in recent years.
The methods and content that brands use to build relationships with customers – online video, search, display ads and social media – provide analysts with a wealth of data about how customers themselves use digital channels as they pursue their specific purchasing and consumption agendas.
Knowing how to evaluate the success of a customer-company relationship and understanding the customer journey requires a suitable framework for analyzing data flows. And this is perhaps the most important aspect of data analysis within digital marketing workflows: the ability to transform the information collected into a complete, coherent and meaningful report .
While the opportunities for data analytics—and the expectations for their benefits—have grown exponentially as technology has evolved, the ubiquity of data analytics we enjoy today is indeed the original product of technological changes over the past half century, but it did not develop out of nowhere and all of a sudden. To put it bluntly, humanity has been analyzing and using data for millennia.
To understand what digital analytics are and how they can improve marketing activities, let's try to provide a broader view of our relationship and interaction with data, observing it from a historical point of view.