Google Analytics – Get the facts about your website

I recently participated in a free course offered by Google Analytics that went over the importance of digital analytics as well as some basics of how to use their system. The course reviewed Avinash Kaushik’s definition of digital analytics:

"Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline)."

The main takeaway from this definition is that the customer is now the centre of the marketing concept. A customer can start their purchase journey at any point along their decision path. Therefore, a marketer’s job is to anticipate where customers will appear and what messages they need to hear. Analytics is integral to analyzing and interpreting data to make business decisions about what you should be doing online to understand and connect with your customers.

The internet continues to change all the time. This is something we all know but are we taking advantage of these changes? Not only do businesses need a website these days but they need a blog and social media sites including Facebook, Twitter, and even possibly Vine Videos. To manage all of these pieces properly, we need scheduling, objectives, and proper reporting.

Measuring Data

Businesses need to be looking at both quantitative and qualitative data, measuring the outcomes, and implementing a continual improvement process. This may sound like a lot of work and no doubt it will take time, but with the internet becoming the first point of contact for any customer (B2C or B2B) it is critical to being successful. Traditional analytics has given us access to quantitative data about your website, but new models such as Google Analytics, is capable of collecting quantitative data on websites, mobile applications, cloud-connected point-of-sales systems, CRM systems, video game consoles, and even home appliances, like refrigerators. 

Google Analytics promotes continuous improvement

The Google Analytics course concludes that this needs to be a cyclical process or continually improving. The steps included are:

  1. measurement
  2. reporting
  3. analysis
  4. testing
  5. repeat

If your business objectives are solid, the rest should be a breeze (so to speak). You want to be consistently reviewing your measurements and analyzing whether they have reached your goal or not. Then you want to be testing these to see what to do next. Finally, you should repeat the process and implement any changes that need to be made. 

No matter what analytics system you are using, the bottom line is that you should be using one. Your business needs to have an online presence and you need to have a way of tracking your efforts. Clearly define your business objectives then test those objectives based on what your customer’s wants and needs are and adjust accordingly.

If you're interested in learning more about how Google Analytics can benefit your business. Check out our digital marketing strategy services

Image attribution: Search Engine People Blog

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