When I first learned that the classes for spring 2021 were Business Analytics and Digital Marketing, I thought to myself, WOW….two totally different topics that aren’t even related, this is going to be tough! However, just about four weeks in and it is now all making sense to me, what good is digital marketing without analytics?
What good is a peanut butter sandwich without the jelly, socks without the shoes, and soap without the water?
Analytics is the Yin to Digital Marketing’s Yang, as we learned Digital Marketing is how brands are communicated, advertised, consumed and shared on-line. It is the who, what, when and where and most importantly the why-of line branding.
Digital analytics tools examine the various online channels to measure results, recognize new opportunities to help optimize a brand’s digital presence providing insights to how customers are interacting with brands. It tells the story, where you were, where you are and where you are going. It is the reason behind digital marketing. So why would a brand invest in Digital Marketing without analyzing their results? They wouldn’t.
With digital on the rise it indicates that data is evolving as well, as such we have witnessed the newer generations of analytical software, most recently with the introduction of Google Analytics 4, and also known as GA4. This is the fourth generation of Google’s analytic software that can be used for a website, app or both.
GA4 is a small representation of how quickly digital is changing, prior to GA4, Google provided GA1, GA2, and GA3, all three platforms provide web analytic tools that allows you to monitor traffic on your site. GA 1 was the original simplistic version that was introduced in 2005, enhancements over the years consisted of faster load times, enhanced data collection, improved accuracy, more timely data, cross device tracking, mobile app analytics. As digital channels were expanding, analytical platforms needed to expand as well.
The volume of users of Google Analytics also confirms the desire to understand digital performance, In 2012 it was suspected that more than 10 million websites used Google Analytics, and just three years later in 2015 it was suggested that this number was up to least 30 million. Fast forward to five years later and that number is now at an estimated 40 million users and continues to grow.
The days of traditional marketing campaigns are a thing of the past, there is so much more opportunity for brands to learn and develop from the digital space, as media is ubiquitous and data is fundamental to marketing, it’s all about taking the results of each digital tactic and telling a story, good or bad, a story needs to be told.
https://epower.com/blog/evolution-of-google-analytics, E/Power Marketing, 19, March 2019, “The Evolution of Google Analytics”
https://marketingland.com/as-google-analytics-turns-10-we-ask-how-many-websites-use-it-151892 Marketing Land, 25, November 2015, “How Websites use Google Analytics”
https://node-marketing.com/data-analytics-digital-marketing-strategy/, Node Marketing, 22, May 2020, “Data Analytics Should Be the Core of Your Digital Marketing”