Digital analytics closes the cycle of marketing actions that you develop in a project during a specific time.
Every digital project begins with an initial collection of data, which will mark the progress of your actions and serve as a zero point of measurement.
Depending on the project you have in hand, you will need to measure that data regularly from time to time. A month would be the most advisable.
Thanks to this digital analytics, you will know if your actions are on track, and your marketing strategy is giving the results you expect.
Web analytics is the process with which we collect data from the interactions that users make in our digital channels, be it web, an app, or social networks.
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Through the data obtained, we seek to draw conclusions that help us make decisions about the strategy we have implemented.
By this analysis, we can calculate the return on investment (ROI) for the company that these actions have achieved.
It is not so much about knowing how many visits we have, but about interpreting what users like on our website or what are the contents that generate more engagement. That is the interest that moves them to visit our social or web profiles.
And this added value that the numbers give us is what allows us to redesign the usability of a web page or to know which is the social network in which we should pay more attention.
Above all, it helps us optimize the defined online strategy.
Analytics can be addictive; once you start to browse the behavior of the users on your website or to calculate what is the Facebook publication that worked best that month, you can get lost in an amalgam of values that do not give you anything.
Therefore, the first thing you should do is assign KPIs that are capable of measuring the company’s objectives in the digital project.
Each company is different, particular, and unique. That is why the objectives are also specific to each one.
In addition to validating the digital marketing strategy that you have implemented in your project, digital analytics allows you to detect other peculiarities that affect the improvement of the brand.
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