What are digital analytics and why are they important?

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Access the URL GeneratorStep 1: Select the URL you want to track. This could be a link to a website, ad, or landing page.Step 2: Log into the site for your favorite URL generator (in this case, the Google Analytics campaign URL generator).

The website will ask you to complete a series of fields to configure the parameters of your campaign.Step 3: Enter your chosen tracker URL in the space for “Website URL”.Step 4: Complete the fields for other parameters including “Content Source”, “Half Content” and “Content Name”.

Step 5: Once all these parameters are confirmed, Google URL Builder will generate a campaign URL at the bottom of the page. Copy this tracking address and paste it into the area assigned to codes within your newsletter, blog post or social media campaign.

So sit back and wait for your results to start coming in!Analyze the results in Google AnalyticsOnce the tracking URL has been publicly available for about a day, you can start tracking your campaign data through Google Analytics.

Log into your Google Analytics account and click “Acquisition”.Select “Campaigns” from the drop-down menu.Select “All campaigns in Google Analytics”.You will now have access to all tracked analyzes. This data can then be used to make changes to your content so you can increase your site’s traffic and conversions.

Tools and best practices to monitor your Digital Marketing campaignsDigital Analytics is the analysis of the quantitative and qualitative data of your business and your competitors, with the aim of guiding a process of continuous improvement of the Online Customer Experience and business performance.

The data is a veritable mine of valuable information, which reminds us of a phrase heard for the first time in 2012 by Ann Winblad, a famous investor in an American venture capital fund.When asked “What is the next really big thing?”, The answer was “Data is the new oil”. Not only Tool, but above all Strategy!

The conceptual framework of Digital Analytics is the Measurement Plan (or Data Measurement Plan), which allows you to link the business strategy to the technical infrastructure necessary for data monitoring. Listed below are the steps to take care of the optimal setting of the Measurement Plan, which can be adapted to any type of business:

The first step is to identify the business objectives in advance and set the highest level indicators to evaluate the activities to be implemented.The C-Suite plays a vital role in this phase.

The second step is to define more detailed parameters for each previously defined business objective. Business executives lead this step, with the contribution of Business Analysts.
In the third step, the KPIs (Key Performance Indicators) are identified: the Business Analyst plays a key role in this phase of the process, in collaboration with the Data Analyst, if present.

The fourth step involves choosing the target values ​​for each previously defined KPI. Business Leaders within organizations are the most important players in this phase, with the contribution of the Marketing and Finance departments.

Finally, the last step consists in identifying the segments of people, behaviors and results that will be used to analyze the reasons for the success or failure of the implemented activities.

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