Analytic Techniques

There are different ways, much like with evaluative measures, that you can measure your analytics. The key focus and easiest way to keep track of all of them is to follow the buyer's journey; potential customer (doesn't know your company) - new customer (learning about your company) - regular/returning customer (Dickey, 2021). In this blog post I will talk about three of these approaches:

• Traffic
  • As the name suggests it is the amount of people who are visiting-using your product/service or webpage. It can be broken down into five main types within digital marketing:
    • Organic - customers who have found you from using a search engine
    • Direct - customers who have come straight to you from using your URL
    • Referral - customers who have come from another website via a link
    • Social - customers directed to you from social media
    • Paid - customers who clicked on a paid advert or promotion
  • By tracking and also separating out your traffic, it can help you target and focus your efforts on a specific area or by improving on any weak areas that you may have and overall help garner you more traffic (Dickey, 2021).
• Engagement
  • Covers the reach of your marketing, it deals with the number of people who could potentially see your social media, your trailer, your paid for advert or promotion. So all your work on those could possibly fail if marketed in the wrong area, this is where target marketing comes into play (Dickey, 2021). Youtube recommends a video or will target an advert before a video to a user depending on what they have watched previously, for instance as I watch maker videos such as Adam Savage or Odin Makes I get recommend other videos/channels that do some of the same kind of things.
• Conversions
  • Is the action(s) you want the customer to be taking on your website. Whether it be the macro conversion of reading a majority of your website then purchasing/downloading your product and/or service, or the micro conversion of subscribing to your blog/newsletter both are equally important as they connect the customer to you. By tracking these conversions, you can see the actions a visitor takes before becoming a customer and can help you optimize the user's journey conversion (Dickey, 2021).

Bibliography

Dickey, M., 2021. 5 Digital Marketing Analytics That Actually Matter. [online] Kunocreative.com. Available at: <https: www.kunocreative.com="" blog="" digital-marketing-analytics=""> [Accessed 5 May 2021].</https:>