Understanding customer behavior, increasing conversion on digital channels, trusting analytical data and digitizing the database to improve engagement are common concerns for the business world (or, at least, for those present in the digital environment).
Fortunately, the solution to these problems can be within companies' reach through the power of Digital Analytics, and MATH expands its possibilities in favor of this reality to include you in a competitive sector in the right way.
Read on to find out more!
What is Digital Analytics
Digital Analytics, also known as Digital Data Analysis or Web Analytics, is the process of collecting, analyzing, and interpreting data related to user interactions and activities on digital platforms. These platforms can include websites, mobile apps, social media, email marketing, and other digital channels.
The goal of DA (Digital Analytics) is to gain valuable insights into user behavior and the performance of digital platforms in order to make more informed decisions and direct marketing and business strategies more efficiently.
The main areas of focus in this branch include:
Data tracking;
Metrics and KPIs;
Conversion funnel analysis;
Audience segmentation;
A/B testing and optimization;
Data integration;
Reporting and data visualization.
This data analysis format is essential for the success of digital marketing strategies and for business growth in an increasingly online environment.
How to use Digital Analytics
It is common for us to always face a range of doubts and questions from our clients about data science marketing and how to actually apply it. According to Marcel Ghiraldini, CGO at the company and host of our podcast #DotheMATH , it is super important to stop and look at what the brand needs, and what you may not be able to understand. He also comments on some of the barriers that are encountered on this journey, and you can listen to the full story on your favorite audio streaming service.
With this in mind, we have also separated some current pain points and how Digital Analytics can be a partner in your solutions:
Understanding customer behavior in the digital environment
“I don’t know, or I need to understand my customers’ behavior online”, that’s the question.
And it's not embarrassing to say that you don't know your audience, but knowing how to recognize them is already the path to success, especially because a lack of understanding about how customers behave in the digital environment can harm strategic decision-making.
However, proper use of Digital Analytics tools can provide valuable insights into user behavior on your website, mobile app, or social media.
According to a survey conducted by the consulting firm McKinsey & Company, companies that use Digital Analytics to understand customer behavior increase their chances of making more informed decisions by up to 2.8 times compared to those that do not use such tools.
And what tools are these?
Well, to understand audience behavior and gain valuable insights, there are several Digital Analytics tools available. Some of them include:
Meta Business Suite for those who only use Instagram and Facebook, for example, and need to access audience information;
Google Analytics , which allows you to track your website traffic, visitor sources, browsing behavior, and more;
Adobe Analytics , a robust solution for analyzing marketing and audience data;
Hotjar , a tool that combines user behavior analysis capabilities with visual feedback;
Mixpanel with analytics that focus on events;
And many other options that vary according to the brand’s objective and position in the market.
Increasing conversion or participation in digital channels
“I need to increase conversion (or participation) on digital channels”, this is one of the other recurring questions that come up as challenges for some of MATH ’s clients .
Conversion is a key metric for the success of digital marketing strategies, and optimizing these channels to increase conversion can significantly boost companies' bottom lines.
According to a study by HubSpot, companies that use Digital Analytics to optimize their digital channels, such as landing pages and email marketing campaigns, have an average 30% increase in conversion rates.
Some companies, for example, were in this position during the pandemic, which singapore phone number example happened recently and forced companies that were only present in the physical environment to move into the digital world.
According to Marcel, in episode 64 of the #DotheMATH podcast , the point is not to limit Digital Marketing, but to expand its capacity by digitizing channels. Because what exists is marketing through digital channels, after all, digital is the channel, isn't it?
Based on this principle, we have separated some references that can be of good use to increase participation and, consequently, conversion, in digital channels:
Track and analyze data, always remembering Digital Analytics to monitor important metrics;
Set specific, measurable goals for each digital channel;
Perform A/B tests, whether on emails, landing pages, campaign elements or variation tests. But always keep in mind the importance of having a good journey mapping;
Use heat maps and user session recordings to assess how users interact with your landing pages;
Personalize content and offers;
Optimize your mobile performance;
Track the customer journey;
Measure the results.
Conversion Rate Optimization ( CRO) is also an essential practice for increasing conversion and engagement on digital channels. Combined with the use of Digital Analytics, CRO allows you to continually improve elements of landing pages, email marketing, A/B testing, and other digital channels to maximize effectiveness and user engagement.
Therefore, keep in mind that in addition to DA, combining it with CRO practices offers a complete approach to improving conversion rates and engagement on digital channels.
Gaining confidence in data and performing accurate analysis
“I lack confidence in the data or have inaccurate analyses” is one of the pain points that affect our customers.
Trust in data is essential to support solid decisions and inaccurate analyses can lead to erroneous conclusions and inefficient investments in marketing campaigns.
A Forrester survey revealed that 42% of marketing leaders struggle with a lack of trust in the data they have. However, by adopting reliable and accurate digital analytics solutions, companies can increase trust in data by up to 75%, according to a study by Forbes Insights.
For Marcel, for example, many people fell for the fallacy of a term that has been completely trivialized in Brazil, which is tagging.
With it, you can build the path to read your data in very different ways. “If you didn’t do it step by step and wanted to know the whole thing, you would miss specific analyses and domain crossings, for example, with that page where you open a form and inside there is an iframe from another system. So, how do you measure this? With tagging!”
In this way, it is understood that on certain occasions the lack of confidence in the data ends up being simply a poorly executed operation, or an error in the acquisition and capture of the data.
Here at MATH we understood from the beginning that if you capture the incoming data poorly, there will be a classic problem, which is having a wrong view of the outgoing data, making analysis difficult.
Furthermore, it is important to centralize the reading of this data, so that it can be easily cross-referenced later.
In short, work with a capture method so that it becomes easy to use when monitoring and analyzing your overall results.
Digitizing the foundation to increase digital engagement
“I need to digitize the base and increase digital engagement”. The last but not least pain is about digitizing your base. And who has never done that?
Migrating a traditional customer base to the digital environment may seem daunting. However, this transformation is essential to keep up with changing consumer behavior and ensure continued business growth.
Research from Statista shows that by 2023, the number of smartphone users worldwide will reach 7.33 billion. Therefore, ignoring digital engagement can result in missed opportunities to connect with your audience.
Still on podcast #064 of #DotheMATH , Marcel talks about marketing automation, and how to introduce it into this scenario.
Combining customer base digitalization with automation is a powerful approach to address marketing challenges, achieve success in the digital environment and, at the same time, provide a personalized and pleasant experience to customers, resulting in a more lasting and beneficial relationship for both parties.
However, it is not possible to automate without good journey mapping and knowing exactly what is happening. Marcel also adds, “at least think about what journey you are going to deliver, understanding your customers’ past and how they were working with you until then.”
With this in mind, we have separated some references for you to base yourself on this objective and take your audience to this environment.
Read also:
Top 10 Mistakes in Marketing Automation Strategies ;
Your marketing automation tool can be hacked; how to avoid data loss.
1. Create a digitalization strategy
Understand where your target audience is most likely to sell. Digital Analytics is your main analysis partner at this point. Study and delve deeper into your persona and target audience to create a good strategy.
2. Update customer data
Make sure your contact base is up to date and organized in a secure database. We talked a bit about this in “ Data Reading: How to Get Into the Analytics Competition Game ”.
3. Offer incentives
Offer exclusive benefits to encourage customers to join your digital engagement program, such as special discounts, freebies, or access to exclusive content.
4. Integrate different channels
For example, by connecting emails with social networks and the website to offer an omnichannel experience. Take the opportunity to personalize your communications according to each channel.
5. Offer digital customer support
In other words, provide customer support channels, such as live chat, social media, or a ticketing system. This makes communication and problem-solving easier.
6. Track engagement metrics
Use Digital Analytics tools to measure customer engagement on different digital platforms.
And don't forget to always look at the results in order to understand your audience, create tags and follow the advice given here and in the podcast.
After all, given the marketing pains that many companies face, the use of web analytics stands out as a powerful solution for understanding customer behavior, increasing conversion on digital channels, ensuring the reliability of analytical data and boosting engagement in the digital environment.
Adopt quality data analysis tools in an intelligent way. For even more help, we have put together a free guide to High Performance Digital Analytics for those who already understand the business but would like to better solve their challenges.