In the fast pace digital world we live in, where everyone seems to have a smartphone or tablet, it is imperative that our marketing decisions are based on what is working. How do you know what is working? What information do you already have to help you make these marketing decision, and do you know what your data is telling you?
Any initiative that sends a user to your website is part of your company’s digital intelligence. Reading and understanding this digital information is the key to deciding what is working and what is not based on your company’s goals. From the source the user came to your website from; to the pages within your site they viewed; to how long they stayed on each page and weather or not they filled out a form on your site. This is all part of the larger picture to determine how your consumers are interacting with your brand both on and offline.
If you have Universal Analytics from Google, you have access to the information you need to make the ever changing marketing decisions for your company. Analytics can tell you were the primary source of your website traffic is coming from, it can tell you what kind of device they used while searching your site, the options are almost limitless to the information available to you with analytics. By utilizing your digital intelligence, you are able to make smarter decisions when allocating your marketing dollars, which is key in the ever-changing digital world.