Dec 27, 2013
By Sanket Patel
Digital Marketing, Analytics, Strategy

Marketers around the globe are figuring out ways to tackle all the overwhelming information online. The biggest challenge lies in consuming the data and translating it into profitable decisions. Because of this, online marketing has achieved its respect and is considered one of the critical factors for the success of a web marketing campaign.

Online marketing enables you to collect information and use tools to acquire it through many sources. The data arrives in separate reports and the role of online marketers is to put all this data into a single environment.

Today, Google Analytics, Salesforce Radian6, and other data acquiring tools make information much more illustrative and easily consumable. You can make innumerable analysis based on keyword searches, demographics, top referrers, browser information, and a host of other analytics on your screen.

Here are steps to enhance your online marketing campaigns with data.

1. Identify your goals
Before you start gathering data, it is vital to know the reason why you need the data. There should be a specific question in mind before you proceed with the process. This enables you to set the key performance indicators (KPIs). The goals should gel with your other marketing strategies, such as increasing your social media fan following or boosting your online conversion rate.

2. Finalize the metrics to be measured
All metrics have a worth and each metric should be tied to a goal. This makes identifying your goals and determining what you want to measure the crucial steps. Measure significant aspects of your campaign such as keywords, demographics, location, search engines, cost per lead, conversion funnel, etc.

Having said that, too many metrics and analysis also makes it a complex process. The vast amount of collected data will hide the useful data. When you start measuring, it doesn't mean you should measure it all.

3. Plot the data
It's quite tough to make decision on the basis of the raw data, as there are some invisible patterns that might indicate appropriate actions. For example, it's hard to visualize the trend of the web traffic without graphing the data to understand its rise or decline. Plotting the data enables you to detect the changes in crucial metrics quickly over time. Select tools which help consolidate all the data. Create dashboards to bring all the metrics to one place in order to help boost the decision making process.

4. Be democratic – communicate the results
Share your results across your organization and let everyone in on your online marketing secrets. Remember, not all of them need the raw data, so create topline spreadsheets or write up the results so that it's easy to understand by non-marketers.

5. Make decisions a real marketer would make
Use all the metrics from your marketing intelligence for an optimal decision-making that churns out ideal outcomes. For example, metrics from your landing pages will rate your success in driving audience to your conversion goals. In order to have more engagement, you must to optimize your landing pages.

Metrics could also indicate the CTA (Call to Action) that would work for your page, how successful the copy on the landing page might be, and other useful information to guide you in making an exceptional page. Metrics will give you the ideas about the buyer persona, the time of their visits, which page is liked by them the most, where they come from, and many other aspects based on the desired goals.

Online marketing and the right technology will create a highly valuable way to meet your business goals. Gone are the days of using your intuition. Today, online marketing has become more data-driven, especially supporting the ROI.

Sanket Patel is director at Blurbpoint Media, a leading internet marketing firm dealing in organic and paid search campaigns, inbound marketing, high-end link earning services, online reputation management, social media marketing, and content marketing. He has extensively researched on the ultimate recovery process of Panda/Penguin which is working successfully these days.

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