You’ve discovered Google Analytics and now, you’re wondering how to turn those numbers into tangible strategies. Here are a few steps to take before interpreting the numbers.
The Certified Digital Marketer (CDM) Program recommends you check on server technologies, mobile activities, responsive website design, and tools to be used along with the subscription of technology (whether it’s free or paid software.) This is to ensure your technical infrastructure is sufficient to track and monitor your desired measurements.
Next is data segmentation, the process of breaking your database into groups of similar characteristics.
“One of the most apparent advantages of digital marketing over traditional marketing is that you can particularize your messages without sacrificing lots of resources,” explained in the CDM Program, “by segmenting your data, you get to tailor your messages in a way that is relevant to each segment’s specific attributes, sentiments, needs, and sophisticated expectations.”
After segmentation, choose your targets. Targeting can be categorized as undifferentiated targeting, concentrated targeting, and multi-segment targeting.
Undifferentiated targeting is using a single marketing strategy with no individual segments; concentrated targeting focuses on selecting a particular market niche; while multi-segment targeting focuses on two or more well-defined market segments that you want to develop different strategies for.
The CDM Program recommends concentrated targeting, especially for small firms because it enables them to compete effectively against larger corporations.
These practices can also help you create a data analytics plan.
Parkdatabase.com, a resource database site says that once a plan has been established, it should contain the following types of data analytics strategies:
• Exploratory – this type of data analysis often occurs when a program is new and it is unclear what to expect from the data.
• Descriptive – the most common type of data analysis, this approach will summarize your findings and describe the sample
• Inferential – inferential statistics allow us to draw conclusions about the target population from which the sample is drawn
Understanding how data analytics work can help you build a strategy based on statistics. You’ll learn how to monitor campaigns and interpret the numbers used to measure its success.
Don’t just follow your gut. Join the Digital Marketing Analytics Specialist Track of the Certified Digital Marketer Program and be a data-driven marketer. Sign-up at imadigitalmarketer.com or call 0928-506-5382.