What is the future of Digital Analytics?
Digital Analytics, which is also called web analytics or audience measurement, is the collection and gathering of data and analysis in order to optimize and understand the web usage. It can enable website’s owners and companies to improve customer experience which leads to improving the return on investment and the business leverage. Digital analytics was born in the early 2000’s, so it is a relatively new industry. At that time, researchers and marketers began to track everything on the web and had log files to know when people were exposed to their message. It was influential due to the amazing result on web analytics. There were a lot of tools to facilitate marketers knowing the costumer’s traffic on the web and to track the message of the company. Now, there are two main unified digital analytic tools in the United States, Google Analytics, and Adobe Analytics. Those two analytic tools are the most used compared to others that are not.
There is a slight difference between on-site web analysis and off-site web analysis. On-site web analysis is related to the behavior and the engagement of visitors on the digital properties, clicks, and flow of visitors, optimization, and A/B testing. On the other hand, off-site web analysis is about social media analysis, such as YouTube insights, Facebook insights, Twitter and Pinterest analytics (likes, shares, retweets), sentiment analysis like social media posts, blogs, reviews, and comments.
Recently, companies and enterprises need to pursue all digitally connected devices such as smartphones and tablets to gather data that is ambiguous and come from any place at any time to have as much data as possible. For this huge amount of data, they need to combine some data after extracting and transforming it to be loaded with other similar data in the same place.
In order to follow up with the company’s performance in three major objectives: creating loyalty, on-site engagement, and traffic acquisition, there are a few key digital analytics metrics. The biggest goal of any company is to drive quality traffic to the website. After accomplishing that, the company has to know which channel has the most traffic. Finally, they should compare these key performance indicators to the number of visits, the time spent on-site per visit, the number of unique visitors, the number of pages viewed per visit and the sales revenue generated. After having high-quality traffic on the website, the challenge is to maintain those visitors and encourage them to consume your content. The engagement of those visitors can be done in many different ways such as reading the posts, watching videos and sharing them, clicking to share the content and maybe using on-site tools. In this case, the KPI’s can tell you which tools are being used the best and which need to be improved. After keeping your visitors engaged with your content, you achieved customer loyalty. Then measurements need to be done to track the site loyalty, such as the frequency of visit, the average of new accounts creation and the repeat of purchase.
As for the future of digital analytics, some say that this field is going to vanish because companies can import data through various social media channels and have their analysts analyze and combine it with other data that have been collected in groups. Others say that it is a magical field because it enables enterprises to measure all aspects of on-site behavior, segment the data and compare it.
In conclusion, Digital analytics is the best method to track your brand’s success beyond social media. It has a powerful tool of authorizing the company with information and data that is important for following and keeping up with the main objective of any company. Whether it continues to grow or not, it had made a lot of changes in the market.
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