How to monitor Digital Marketing activities


The analysis dimensions of Digital AnalyticsA digital marketing measurement model must focus on three areas of investigation:

Acquisition: How are you managing the acquisition of traffic to your website or any other online property (your site, your landing page …)? Have you considered all the components of a successful acquisition strategy (earned, owned, paid media)? How would you prioritize each one? Where are you investing most of your resources?

Behavior: What is the behavior you expect from users visiting your online properties? Which pages should they see? Should they be returning visitors or first-time visitors? Are there any actions they should take? What is unique about the experience you offer your customers?

Results: what results bring value to the company bottom line?Downloading a content? A call to the call center? A Marketing Qualified Lead coming from online channels? A registration to receive exclusive promotions via email?
Buying your products / services?

A 95% completion rate? A 10-point increase in brand awareness?What are the Digital Analytics tools to evaluate marketing performance?A measuring tool for your every needGoogle Analytics

Google Analytics is the most popular tool in the world for analyzing the behavior of users of websites and mobile apps. Below is an overview of the main reports you can find on Google Analytics and how to read the data contained in them.

Audience ReportIn this section you can find data relating to the demographic characteristics of users, the devices used, and metrics relating to engagement.In the Behavior section of standard reports it is possible to access a series of data relating to users, such as

visits from new users or from returning users, in order to isolate recurring users who visit the site for the longest time or who make more conversions, and develop a specific loyalty program for this segment;frequency: indicates how many times users visit the site, in order to determine if there is a need to improve the content of the site or change the target;

recency: indicates after how many days users return to visit the site, and can be used on sites where the content is published daily, to develop a notification / email system to bring users back to the site in case of new publications;

engagement: some relevant metrics to analyze the levels of user engagement are the duration of the visit, the depth of the page (which represents the number of pages viewed in a session), and the interpretation of this dimension varies depending on the objective to be reach with the site (for a university site, for example, it is preferable to have a high number of pages viewed during a session, since it indicates that the user has carried out an

in-depth search of the information contained on the site and is interested in the training offer proposed by university, while for a customer care site a low value of this metric is preferable, since the user must find the information he needs in the shortest possible time;
custom dimensions:

it is possible to add dimensions created ad hoc to the needs of your site or your audience to Google Analytics reports, such as the inclusion of an “Industry” dimension in the reports of sites that have a registration form for users that provides this information, in order to segment users based on the business sector they belong to.


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