Join David Booth for an in-depth discussion in this video Why use analytics?, part of Up and Running with Adobe Reports and Analytics.
Like it or not, a big part of the world we now live in happens online. We wake up in the morning not to an alarm clock, but to our connected smart phones. And before we've even sat up in bed we are checking our email. We spend our day interacting with the internet with laptops, tablets, phablets and more. We researching things. We watch videos. We shop. We catch up on social networks. We do our banking. We read the news. We even get directions and book our travel. And some of us even track everything we eat, how much we exercise, or how much we sleep. We're online.
And everything we do there leaves a trail of data behind it. As a consumer, you probably know this. Everything you're doing is being tracked somewhere, somehow. As a marketer, you definitely know this. And hopefully, you're using all this data to make better decisions about how to spend your marketing dollars, how to improve your websites and mobile apps. How to optimize the customer experience, or maybe to help make decisions around the content you create or the products you sell. Web analytics tools allow us to collect, report on, and analyze data that's generated from the digital properties that we control.
When properly installed and configured, these tools help us go way beyond counting hits and page views, and instead use that data to help us make decisions and find the answers to questions. It's important to note that different people and different roles in your organization will need different sets of data and different levels of granularity. For example, your CEO may be interested in seeing how online revenues are growing year over year. A marketing manager might want to drill deeper into that question and understand which marketing channels are driving those revenues. And a paid search manager might want to drill deep within only that one channel to identify the best keywords to target.
Web content managers might want to understand which pages and content are driving user engagements and which ones aren't. And there are plenty of questions that web analytics can answer. Should we be doing more video? What kinds of topics should we be investing in? Which of our blog authors are doing the best job at keeping visitors on the site, or keeping them coming back? And an individual blog author can use web analytics, too. Which of their articles is performing the best, and what should they write about next? How do they stack up to other authors? Is their content leading visitors down the path to business goals? Is it being picked up or shared through social media? And web analytics doesn't necessarily stop with marketing and content teams.
Operational decisions can be driven by this kind of data as well. Think about all the wonderful data generated by an e-commerce site, for example. Web analytics can tell us which products are selling well and which ones aren't. This can help drive inventory and even manufacturing or sourcing decisions. And we can dig even deeper to break down that data and see which products are selling well in which geographies, or according to seasonal trends. This can not only help online sales, but it can also help brick and mortar physical stores understand what they should stock and when. Of course, these are only a few roles and uses for web analytics data.
And if you're watching this course, you likely have a role in your organization that will use the data, the reports, and the features we're going to look at to help you make better decisions too.
- Understanding conversion and traffic variables
- Using metric and item-level reports
- Building and sharing dashboards
- Creating and using calculated metrics
- Setting targets and alerts
- Working with ecommerce reports
- Tracking campaigns and leveraging marketing attribution
- Getting data into Excel with Report Builder