When your marketing campaign begins, it’s tempting to just sit back and let it run its course.

After all, you

invested so much time in preparation and planning, that there’s no reason to question yourself. However,

this attitude makes it very easy for a campaign that could have been successful, to fail at meeting any goals

because the course wasn’t corrected when there was a chance. As you learnt, web analytics can help you

monitor and optimise your campaign and detect if it is producing satisfactory results. Now let’s recall what

you learnt in this session.

Web Analytics, or data-driven marketing, is considered one of the most important skills a digital marketer

should acquire. Web analytics itself consists of four major pillars:

1. Collecting data from all your digital presences: Be it your website, app, blog, or any other resource,

you need to collect its data at multiple levels.

2. Analysing the performance of your channels: How much traffic is coming to your channels, and

how visitors behave when they arrive on your channels

3. Creating visualisations/reports to further optimise the user’s journey: This can help you see how

each channel is performing compared to your goals.

4. Optimising to improve the performance of the channels: Finding ways to adjust your marketing

campaign based on data received, to improve performance

There are three primary reasons why web analytics is important for any digital marketing campaign:

1. Continual monitoring: Whenever you go live with a campaign, you have the data almost instantly.

This requires you to monitor the campaign results continually to ensure the efficiency of the

campaign. Without web analytics, it would be very difficult to continuously measure the success of

your campaign.

2. Budget optimisation: Using web analytics, you can get the most out of your budget. Many

analytics tools show the cost as well as other traffic metrics. This helps you figure out how much it

takes to acquire an impression, click, lead, and purchase.

3. Funnel tracking: Web analytics gives you a holistic picture of the consumer journey. You can track

how many consumers are at a certain stage in the funnel and how many have dropped out; you can

then optimise the consumer funnel.

In a digital marketing campaign, it is very easy to capture the data associated with the campaign in real

time. This allows you to optimise the campaign while it is still running and lets you better utilise your

marketing budget.

To create a proper digital strategy, you need to create a measurement framework, and this requires the
following four steps:

1. Identify the business objectives : To determine if your campaignis

succeeding, you should identify your overall goals.

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 2. Identify the key performance indicators ( KPIs): The KPIs are the objective and the
relevant metrics that help indicate how well you are performing.

3. Set targets for the KPIs: Determine realistic targets for your KPIs, based on your business
understanding and past campaigns.

4. Compare the KPIs with predetermined targets: Analyse to understand where your marketing
efforts have not been up to the mark.

The first step of the measurement framework is to identify the marketing objective. This can vary across

the different stages of the consumer funnel, i.e. awareness, consideration, and purchase. Some of the most

common marketing objectives that are a part of the consumer funnel are —

1. First, under the awareness stage, the marketing objective is —

a. Generating brand awareness

2. Second, under the consideration stage, there are a few objectives, namely —
a. Improving brand engagement
b. Building visitor loyalty
c. Generating leads

3. Third, under the purchase stage lies the marketing objective of —

a. Generating sales/purchases
At the end of this session, you should be able to —
1. Understand the basics of web analytics.

2. Understand the difference between traditional marketing analytics and web analytics.
3. Create a measurement framework for a digital strategy.

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