If content is king, analytics are queen.
From the inception of online marketing, one of the most valuable byproducts has been analytics. The rich data available for mining provides the opportunity to review your marketing campaign. The data will revel quite clearing what is working and what isn't. After the launch of any content initiative the review of the analytics will reveal information to refine and chart the next course. Next level enterprise analytics can be customized so that any stakeholder can analyze any dataset from multiple data sources from anywhere. This information could contain call to actions, sales leads or a variety of information based on desired parameters. For smaller businesses, free analytic tools that monitor and drill down to analyze traffic patterns like google analytics will work. The data will reveal what content to push, build upon, step back from or delete.
I know half my advertising budget is wasted, I just don't know which half.Henry Ford*
Analytics, or data-mining can be simple or complex. With regards to online marketing, it can merely involve the websites, mobile app, online video or other content's statistics or it can drill down to a granular level to track with precision certain functions. Hopefully transparent, these functions can include email capture, product purchases, prospecting and other marketing gems. Video content analytics are most often associated with surveillance, but some video content analytic tools exist for advertising and other marketing purposes.
Data Mining is an analytic process designed to explore data (usually large amounts of data - typically business or market related - also known as "big data") in search of consistent patterns and/or systematic relationships between variables, and then to validate the findings by applying the detected patterns ....From the Dell Computer Website - Statsoft
As a dinosaur in online marketing, I have had the opportunity to design custom analytics and tracking software. In fact, I go far enough back in the online marketing wild west that I can remember attending groups and consortiums discussing what information we thought was ethical to be collecting. These days any small business can have access to rich data analytics using free and available products like google analytics which can parse browsers, cross platforms and devices to name just a few attributes. The software can be set to parse granular information which can be monitored closely to keep the course of your marketing goals. It could even reveal secondary or vertical markets. We can find the right analytic tool to match your business needs.
Analytics can reveal things such as that the best time to send your newsletter is Tuesday morning first thing for the most opens and call to actions. It could reveal that white sharks, aerial drones or cancer topics are hot and more content should be developed if building an audience is your goal. It could revel that very few of your users are coming from mobile devices, in which case they probably using your products in their work day professionally. In which case you have a bigger screen and more real estate. If your visitors are coming from mobile devices and primarily small screen your interface design might need work. You get the idea. Basically, analytics help you get to know your customer which hopefully helps you deliver what they need.
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