The great department store magnet John Wanamaker once said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If John were alive today, he would have a much better idea of what is working and what is not due to digital marketing analytics.
Analytics is both a science and an art. It is used to analyze your online marketing efforts and measure their effectiveness. Website Analytics can tell you, who your audience is, where are they from, whether they are new or returning visitors, what devices they’re using, what they’re doing online once they find your agency’s website. It can tell you how they found you, what search engines they used, and to some degree, what word or phrase they were searching on. It can tell you what content they found interesting, what pages they visit and how they navigate through your site.
Social analytics such as Facebook Insights can tell you a bit more detail about who your audience is. How old they are, what city they’re from, their gender, and what type of social posts are effective. It can tell you which days are the most active and what time your posts are being read and shared. It tells you which ones are the most popular, how many people have seen them and which are the most engaging.
As you might expect, email analytics can tell you a lot about the effectiveness of your email marketing campaigns. Email reporting includes number of emails sent, opened, and acted upon among other statistics.
So What Does This All Mean?
While there are literally thousands of data points available to you to analyze for virtually no cost at all, understanding what the data represents and what it suggests is another matter. At Insurance Marketing Partners we will not only set up analytics on your properties, we can also set up a more sophisticated tracking method that will give you an extra level of detail so you’ll know exactly what’s working (the activities you should do more of), as well as what isn’t (those activities that should be changed or discontinued). We’ll bring to the surface what is really important, explain what it means, and suggest appropriate next steps to capitalize on what the data is telling us.