Web & Social Analytics

Incorporating web analytics into your marketing strategy

Definition of web analytics

All organisations have websites that provide information on their product and service offerings. Organisations that collect and analyse their website data leverage this information to understand the preferences of their customers and fine-tune their marketing campaigns. Web analytics allows business owners to monitor the behaviour of visitors to their websites. It delivers insights into how customers interact with the brand’s online resources. Monitoring the number of visitors to the site, how they reached the site, what pages they visited, the amount of time they spent on the site, and many other metrics help businesses better understand their customers and optimise their website experience.

Website analytics also helps to gauge the effectiveness of marketing campaigns; if website traffic suddenly spikes following a campaign, it is an indicator of the campaign hitting its mark. Conversely, if you run a campaign and witness no appreciable effect on website traffic, it becomes clear that your marketing team has a lot of work to do. Establishing and monitoring relevant KPIs is the first step toward leveraging website and social media data. Popular web analytics KPIs to scrutinise include:

  • Engagement: The volume and quality of clicks, shares, and comments on your social media profiles
  • Reach: The demographics of your business’ online fans and followers and website visitors
  • Leads: The number of prospective customers with an interest in your products or services
  • Customers: The percentage of website and social media leads that were converted to sales

What are web analytics tools?

Web analytics tools simplify the collection and analysis of website and social media data to assess site performance. They use automation technologies to monitor, measure, and provide reports on the website and social media activity. This includes how visitors are interacting with your site, what are the most popular links and pages, issues regarding site navigation, and many more site-specific metrics. These tools help to identify what works and what doesn’t when it comes to customer engagement and converting leads into sales.

Applying web analytics to digital marketing

The data collected by a web analytics tool provides key insights into the behaviour, habits, and aspirations of your target audience. These insights can be used to design personalised content and targeted digital marketing campaigns to help grow the business. With social networks thriving as they are, it’s prudent to utilise massive amounts of data at your disposal. Social media analytics provide important insights into your target audience, enabling you to predict their requirements and provide the goods and services they need. Competent web analytics tools help you create personalised experiences for your customers, which is a great way to keep them engaged, retain business, and expand your reach while staying on top of the latest market developments.

Insights gleaned from detailed analyses of consumer buying habits, industry trends, etc., play a significant role in crafting successful marketing strategies. Knowing your audience allows you to accurately create targeted marketing campaigns, improve customer experience, and keep track of what content is performing well and what isn’t. Constantly monitoring the impact of your marketing activities makes it easy to precisely measure the ROI on paid advertising to ensure that you are using the available resources to the fullest. Web analytics tools also enable you to analyse competitors’ market strategies to better understand what works and what doesn’t.

For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like living organisms will be imperative for business excellence. A comprehensive yet modular suite of services is doing precisely that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

How can Infosys BPM help?

Infosys BPM offers a web and social media analytics service that can accurately analyse large amounts of customer data from your website and various social media channels. Reach out to explore how thorough web analytics can help your organisation achieve its full potential.

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