MODULE 21 | Get started with analytics | FUNDAMENTALS OF DIGITAL MARKETING | DigitalGarage|AlphaGyan
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FUNDAMENTALS OF DIGITAL MARKETING: MODULE 21/26
Get started with analytics
Web analytics can provide a world of information when it comes to understanding your web users. By clearly outlining your business goals, you can then utilise analytics data to help you refine and improve your website and meet your objectives.
Lessons
1. What is web analytics?
Key learnings
Web analytics can answer questions about what people are doing – and not doing – on your website. In this video, you'll learn about:
the kind of data web analytics can provide
how to understand that data
how simple it is to get started.
Linda runs a guesthouse with a website where people can book their rooms online.
She’s been using web analytics to monitor how customers interact with her website. Linda uses the information to improve the site and the visitor's experience.
Take a look at the following terms – do you know what they mean in the web analytics world?
Lessons
2. Making web analytics work for you
Key learnings
One of the biggest benefits of going online is that digital marketing is extremely measurable. Throughout the entire customer journey, web analytics provides insight on where your website visitors are coming from, what they’re doing and how you can get more of them to “convert” on your site. In this video, we’ll cover:
why web analytics underpins everything you do in digital
the kinds of insights you can gain using analytics
how to use data to support your business goals.
Linda’s analytics data shows people unsubscribing from her newsletter after two weeks. These people also aren’t booking rooms at her guesthouse.
Linda gets some advice from her friends. Whose advice should she take?
Lessons
3. Tracking specific goals with web analytics
Key learnings
Used properly, web analytics tools can give you valuable information to help you meet your objectives. You can do this by setting up your web analytics tool to track the specific goals that you care about. Here we’ll explore:
examples of goals and conversions
why it’s important to create and configure goals
how to determine what your own goals and conversions should be.
Linda runs a guesthouse and has been using analytics to gather information about how people interact with her website.
She’s recently revamped her newsletter, and has made the site responsive to appeal to users on mobile devices.
Which elements of the analytics should Linda focus on to measure the effectiveness of her changes?
Quiz:-
Fill in the blank: Website analytics can tell you _____________.
Analytics can give you immediate valuable information about which type of customers?
If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?
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