Digital Analytics – The New Powerhouse of Marketing.
Analytics has always played an important role in Digital Marketing because it helps a business to form a strategy based on market research and data instead of intuitions. Any business needs to know where their money is going and what they should expect in return. Digital Analytics includes artificial intelligence and data science is changing the way Marketing works in today’s world.
What is Digital Analytics?
Digital Analytics is a set of business and technical activities that define, create, collect, verify, or transform digital data into reporting research analyses, recommendations, optimization, prediction, and optimization, predictions, that create business value. Important market decisions are now determined by Big Data. This refers to the study of big, complex data sets, which cannot be processed by traditional data-processing applications.
What is Digital Data?
Digital Data can be behavioral data about how people use and interact with digital experiences, transactional data, metadata about digital experiences, or data or metadata related to the events, clicks, and interactions within those experiences. Digital data is certainly web data, and it is also other types of data: mobile data, social data, customer relationship management (CRM) data, business intelligence (BI) data, and other digital data related to transactions, behaviors, and audiences.
What are Digital Analytics tools?
There are several tools available on the market for the extraction and transformation of data into useful information. There are paid and free tools available online. You can also hire an individual or an agency to analyze the data. Following are the best tools available based on categories like Web analytics tools, social analytics tool, business intelligence tools:
Web Analytics tools:
Web analytics tools help to provide a lot of information about your website, its visitors, and their interaction with the website. You can find detailed information on https://www.fundera.com/blog/web-analytics-tools
- Google Analytics
Social Media Analytics tools:
There are a lot of social media networks that provide an in-house analytics overview known as internal social media analytics tools. There are also Cross-platform social media analytics tools that allow you to conduct social media analysis for all your accounts. These are generally paid tools but do provide free trials for a limited period.
Brandwatch has an interesting blog with a lot of information on Social Media Analytics tools https://www.brandwatch.com/blog/social-media-analytics-tools/
- Internal Social Media Analytics tools:
- Facebook Insights
- Instagram Insights
- Twitter Analytics
- Audience Insights
- YouTube Analytics
- Google Analytics
- Cross-Platform Social Media Analytics tools:
- Social Mention
Business Intelligence tools:
Business Intelligence tools (https://mopinion.com/business-intelligence-bi-tools-overview/)help in understanding trends and deriving insights from the data and help a business make strategic decisions.
- SAP Business Intelligence
- SAS Business Intelligence
- Microsoft BI
- Oracle BI
The Digital Analytics Association (DAA) formerly known as Web Analytics Association (WAA) chose to change the name in 2011 to account for the analyst’s changing role of weaving together data from multiple sources and channels instead of only from websites. The website quotes “On behalf of the Board of Directors, we are proud to announce that we have changed our name to the Digital Analytics Association (DAA). We believe our new name reaffirms our dedication to taking a more visible leadership role in supporting the industry by responding to and advocating for the needs of the larger analytics community as it evolves.”
E-Book Digital Analytics Primer by Judah Phillips