How to use data analytics in digital marketing to make informed decisions?

Marketing actions are often confused with simply producing ads, and there is no dimension to the amount of data these actions generate and how they can positively impact our sales and profit results.

What is data in digital marketing?

Every time we run advertising campaigns, they generate behavioral information that presents a unique opportunity for marketers as well as executives - this is precisely what we call data.

Thanks to these actions, determining specific information such as gender, age group, place of residence and spending in our online stores are basic information that we can collect, tabulate and analyze.

In addition, if we have product-specific A/B campaigns, behavioral tracking and others, we can determine device usage, repetition, behavioral patterns and buyer paths.

How is the data generated by advertising campaigns processed?

From the beginning, we must have a well-planned campaign that allows us not only to obtain good results, but also valuable data.

Once a campaign has ended, it is important to analyze:

• Gender that interacted the most, performed the most actions or purchases.
• Age groups and their behaviors to determine top performers.
• Geographic zones, either by country or smaller localities with better results.

This data should be checked against information from the previous marketing plan to identify whether the intent is confirmed.

To make it clearer, we propose an example:

A cosmetics company has defined in its marketing plan that its target audience is young women between 15 and 25 years old, who are looking for skin care and acne prevention products, located mainly in the GAM. After running several ad campaigns, they identified that, although they had a good reach in women of that age group, those who bought were the 25 to 35 years old group. This made them broaden their audience and consider including products for skin of that age, opening their business opportunity.

The importance of a good marketing report

When you hire professional digital marketing servicesOne of the benefits is to obtain quality reports on the actions.

Whether the report is monthly, annual, semi-annual or comparative, providing companies with information on web traffic and its origins, website behaviors, abandoned cart statistics, social media interaction, number of queries and more, with advice and analysis is important for future decision making.

Whether you use it to determine new audiences, business opportunities, feedback on pricing and offers or cross-selling and upselling information, a good performance report will be of great use to sales, finance and senior management.

If you have so far run campaigns on social networks, have a website or sell online, but you have not been able to analyze the data generated, do not hesitate to contact us. At Click Digital Marketing we have experts who can help you better understand your advertising data and deliver better results.