Analytics Platforms

Digital Marketing - Study Notes:

Tracking analytics

It’s important to understand why we need all this data. So businesses are often talking about being data-led and using data to make the right decisions. And this comes from your Google Analytics. We’ve mentioned the importance of understanding how your consumers are interacting with your websites, understanding the routes they’re taking, and understanding exactly how they’re interacting with different pages.

• Google Analytics allows you to track your user behavior.
• It allows you to view profitable and nonprofitable traffic.
• It allows you to enable a variety of marketing tools, such as automation, and all the dynamic content that we mentioned earlier. That’s all enabled by Google Analytics.
• It allows you to gather useful customer insights.
• It allows you to make incremental changes to increase conversion.
• It allows you to generate competitive advantages.

If you’re optimizing your website effectively, you can use Google Analytics to run different tests. For example, you might use one particular layout of homepage to half the people coming to our page, and another layout to the other half, and see which one has the best impact on overall conversion. Once we’ve got a significant result, we transfer everyone to the better option. Then you can do lots and lots of incrementations of those types of experiments through all different elements of your site to have significant, positive changes on the overall conversion rate of your site.

Alternative analytics platforms

Google Analytics is certainly one of the widest-known and widest-used analytics tools available, but there are other platforms, such as Kissmetrics, Clicky, and Woopra.

These will all have slightly different features and benefits that may or may not be more appropriate for your individual business uses, but check each of these out online and find out the different features that they offer.