Digital analytics are core to business operations. Digital analytics intertwine into business operations today in areas from recruitment, to converting prospects into sales and improving business operations performance. Yet, according to EConsultancy, 62% of companies have no data analytics strategy. But let’s see how it is applied in reality, demonstrated in the below video’s:
You are currently reading on a WordPress blog! My placement company website, Seabrook Technology Group, is built on a WordPress site! WordPress has integrated its way into the internet structure in such a way that it now forms a branch on what is a tree. If you consider yourself a marketer it has been found that using blogging results in a 13x better return on investment on Search Engines. Furthermore, 79% of companies that have a blog report a positive ROI for inbound marketing.
Blogging can give a company or an online personality a platform to have more direct conversations with target customers. Blogging can also provide PR benefits, gaining more traction when sought be shared over a corporate press release. The final benefit cannot be underestimated and is invaluable – Search Engine Optimisation (SEO). Search engines crave new content, all of which will be indexed by Google, resulting in higher SEO rankings.
82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly. As you can see from my video below, I struggle to even get around to blogging monthly! That said, from experience of project work, blogging daily at defined time intervals to a global clock can pay dividends. Further tips include the inclusion of categories, tags, an eye catching thumbnail and sharing across all social media channels.
The below video demonstrates the digital analytics I receive back from my series of blog posts. Digital analytics has provided me with the insight of identifying that Monday was the best day to post, with 8pm the best time to post. For an individual, this may be to subconsciously maximise likes on the post. In the case of a company, this will be the best time to gain shares and likes on a post with the highest audience reach.
The ultimate goal of Twitter for an individual or a company is to maximise engagement. This engagement should be measured in retweets, @[twitter username] replies and visits from the links posted in your tweets.
Getting set-up with analytics on Twitter is very straight forward and free! Personal recommendations of platforms include Sprout Social and Quintly. Quintly is the perfect tool for gaining an insight into follower-ship growth, notably those seeking to apply a follow-back strategy. Sprout Social examines the trend of data over a period of time for a more in-dept approach.
A social movement is occurring wherein companies and individuals are increasingly moving towards video as a means of connecting to users. YouTube has become the 2nd largest search engine – bigger than Bing, Yahoo, Ask & AOL combined. Building on this momentum, utilise YouTube when seeking to maximise views, subscriptions and likes on videos. Utilise digital analytics to examine the relationship between post time and top geographical view locations. Examine average video view duration and conduct research into your top geographical view locations online behaviour. One needs to be smart in this process. The Google Consumer Barometer is an excellent and accessible platform to conduct this research.
Digital analytics is the heart of MailChimp. In a previous blog, I have outlined the necessity of email marketing, but analytics is the form of gaining value from the platform. Case in point is a webinar campaign I am currently promoting with 422 subscribers, 8.9% (33 ) opens and 1.6% (6) clicks. In commerce, and notably my position of event management and business development, MailChimp is excellent for digital analytics when seeking to gain insight into email blasts. Applied, you can see potential leads in those whom opened the email, lukewarm leads from those who clicked on the call to actions yet failed to registered and emails that bounced. Analytics is also provided on the most popular times to send the email blast. When conducting an analysis, seek to identify relationships such as the times when those whom opened also clicked to register.
Social Listening – Insight, Monitoring & Monetisation:
If seeking to manage engagement across multiple platforms, Hootsuite is the best option. Insight and monitoring from this engagement is suitable to platforms such as Brandwatch, Crimson Hexagon and Sysomos. Finally, analysis and benchmarking is perfect for my favourite platform, Quintly. Many of these platforms provide a free trial period – so my advise is to sign up and try for yourself.
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