Data becomes the most important asset of your online digital marketing plan. It’s a strategy in which your company collects relevant information from the environment. In essence, it consists of bringing together the data from all the channels you use.

Where does the relevance of analytics in internet marketing lie?

• You approach the preferences of the users.
• You analyze the actions that work.
• You detect new sales opportunities.
• You retain users who have already made a purchase or contracted a service.
• You make decisions in real time more effectively.
• You find out when a customer leaves your website.

Data Analysis Tools and Techniques for Internet Marketing

Are you aware of the need for analytical tools and techniques? While some companies use specialized third-party software, others opt for systems devised by the company itself. On the other hand, a minority decides to collect information through online forms and surveys.

Google Analytics ranks first among specific third-party programs. Its added value lies in the fact that it’s a cloud resource. Likewise, it stands out for its free nature, its accessibility and its in-depth analysis.

¿How to collect and manage data from your online digital marketing campaigns?

When you pick up the magnifying glass to analyze your internet marketing campaign, you have a goal on your hands. Furthermore, you carry out this action according to a plan. That is, you don’t undertake this task sporadically or uniquely, but rather you give it continuity according to a pre-established structure.

As you go through the process, you stop at the scope of the information you have collected and look at its qualitative nature. From the reports you collect, you understand what the expectations and predilections of your target audience are. In addition, you understand the most successful channels, internet marketing campaigns and actions.

¿How data analysis can improve the segmentation of your online digital marketing campaigns?

To undertake a segmentation of your internet marketing campaigns, you have to start with a study. Of what kind? The one that shows you who your current clients are or, if it’s a newly created business, who your competition is.

You have to carry out an X-ray of the demographic, geographical, psychographic and behavioral aspects of your target audience. With this information on the table, you will be able to design effective online digital marketing campaigns and in accordance with your target.

¿How data analysis can improve the personalization of your internet marketing campaigns?

The personalization of an online digital marketing campaign starts with identification. Once you’ve collected the data from your brand’s consumers, personalizing is a piece of cake, since you know what their preferences, habits and expectations are.

In this sense, knowing the basic data of each client makes it possible to carry out simple personalization campaigns.

¿How data analysis can help you optimize online digital marketing?

By collecting demographic, psychographic, or social media data, you’ll find consumer segments. Each of them shows similar inclinations, preferences and behaviors.

These aspects will allow you to shape your messages with the aim of hitting the target. This way you can incorporate offers that fit the market segment you are targeting. The objective? Connect with your audience through the added value provided by analytics.

¿How data analytics can help you predict and anticipate your customers’ needs?

Analytics allows you to design predictive models. In this way, you will be able to anticipate the needs and behaviors of your target audience, with which you will focus your digital content strategies more clearly.

¿How data analysis can help you identify new business opportunities?

Analysis is the window of entry to innovation. You mustn’t forget that data science is of great value, which is why it becomes an essential ally in decision-making.

In this way, you will be able to take advantage of the information to detect new habits or behaviors in society and adapt the offer to the changing demands of consumers.

Tips and best practices to get the most out of data analysis in internet marketing

If you focus on these six stages when analyzing your data, you will have guaranteed success:

• Why are you doing the analysis?
• Determine what you will measure and how.
• Use efficient tools.
• Put the information in order.
• Examine the data carefully.
• Interpret the data.

¿How to integrate data analysis into online digital marketing and digital content strategy?

Now is the time to apply the collected information to your internet marketing campaigns:

• Define and detect strategic KPIs. KPIs are key performance indicators. Imagine that you decide to start an e-commerce of vegetarian products. At this time, it’s unknown to the public. What will be your primary goal? Bring traffic to your website, since without it there will be no conversions.
• Measure store traffic.
• A portion of your potential customers may come from social media. It’s time to look at how many of them have made a purchase.
• It’s highly recommended that you measure how many people leave without completing the purchase. This allows you to detect possible failures in the sales funnel of your business.

Final recommendations for the use of data analysis in online digital marketing and sales improvement

Undoubtedly, analytics will become your best ally when it comes to designing the B2B digital marketing strategy and increasing your sales. These are the reasons:

• You improve the customer experience.
• You optimize the B2B digital marketing strategy at any time.
• You understand your consumers and you know more about them.
• You transform data into strategic information that generates sales.

But, for this exam to bear fruit, you must keep the following aspects in mind at all times:

• Describe your target audience.
• Create segments.
• Label your internet marketing campaigns.
• Use methods that are always stable.
• Define the KPIs.
• Examine users, not visits.
• Interpret the data.
• Make use of advertising SEO.

These are the key factors that you should measure in a data analysis for any internet marketing campaign. In this way, you’ll be able to find out if you have done it correctly and, if not, implement the necessary improvements.