Digital Marketing Strategy Framework: 9 Scalable Steps to Success

Different types of analytics components and how to use them

There are hundreds of ways you can measure your analytics and optimize your marketing campaign based on the results. From websites to mobile applications, advertisements to CRM, you can easily track your digital marketing analytics using various components.

1. Web Analytics

Web analytics has become a tool that no company can be without in today’s world of increasing data use and processing. Web analytics metrics are gathered continuously, even though you aren’t looking at them, and can be used by the company to analyze and expand content campaigns and best practices.

Page views, bounce rates, traffic sources, and conversion rates are all metrics from web analytics that can reveal what content people are interested in and which platform is the most effective. One of the first steps in getting started is to match the company practice with the appropriate analytics tools.

Components of Web Analytics

Figure 5.2. Google Analytics. Is a household name for web analytics tools. Here you’ll see some metrics that allow you to assess how well your website is performing in terms of Users, Pageviews, Sessions, and others.

When determining the success of your website, data and analytics must be the cornerstone. So, which metrics should you be looking at? Let’s take a closer look.

Number of visitors

One of the most important indicators to track is the number of visitors the site receives per month. Getting people to visit your website is always the first move, right? Keep an eye out for traffic fluctuations or abrupt drops. When you see a significant spike, you would want to know where it came from. If you see a significant decline in tourists, you’ll want to find out what happened as soon as possible.

Bounce rate

The bounce rate is one of the most critical website metrics. The bounce rate for a website page is the number of visitors who abandoned your website immediately after viewing the page. The target is to get as low a bounce rate as possible. If a certain web page has a high bounce rate, you can return to the page to try to figure out what’s going on.

Average time on site

The average time on a website refers to how much time a person spends on a particular page. The average time a user spends on a website may indicate how involved the user is with the content. If you want users to be more active on those pages, but the pages have a low average time on the website, there could be ways to improve interaction, such as by adding interactive content, such as videos.

Figure 5.3. Landing Pages. Shows how specific pages on your website are doing. This allows you to really zoom into data of singular pages and get crisper insights into the user’s browsing behavior.

Landing pages are the pages from which visitors access your website, or the first pages that a visitor sees while visiting the site. It is critical to examine the site’s most popular landing pages, as it provides you an insight on what’s working for the page and how you can improve on other pages that are not performing well.

Call-to-action

Calls-to-action (CTAs) are an essential component of every web page. You need to direct your audience to the pages you want them to take. If your CTAs are not being clicked, you must make adjustments to ensure that your visitors take the next step toward being clients. CTAs provide an excellent opportunity to conduct A/B research with placement, scale, style, and text to determine what motivates users to click through.

Figure 5.4. Conversion Rate. This feature of Google Analytics allows you to directly see the conversion rate of your entire website. Here, you’ll be able to see a quick overview of your ecommerce conversion rates, total transactions, revenue, and even average order values.

This may be the measure you’re already more acquainted with. If you have an ecommerce site, the conversion rate is most likely everything to you. Conversion rates can apply to a landing page conversion rate, an email conversion rate, a visitor-to-lead conversion rate, a lead-to-customer conversion rate, and so on. The bottom line is that you must convert visitors to customers and generate sales from your website.

Benefits of using web analytics

Figure 5.5. Instagram Analytics. Contrary to what most people assume, conversions on digital are actually measurable and trackable. Even if your ideal customers are not interacting with your website, you can also get data to better understand them on your other channels like social media.

Choose the most appropriate web analytics framework for your website to get the results. There are several free options available, such as Google Analytics and Yahoo Analytics, as well as smaller companies like GoingUp and Grape Web Statistics that allow a website owner to track visitor behavior.

Understand your customer base

Web analytics will reveal a lot about the consumers who interact with your business. Data gathered about a customer’s behavior on your web will reveal their tastes, desires, and needs, as well as product pairings. An analysis can help determine where the organization can target its attention based on user demand and how people arrive at your site by analyzing the data that comes in from your website.

Look out for what’s trending

Trends discovered in your data allow your company to better prepare and forecast for the coming quarters. If there is a surge in online traffic in a given quarter, it could be a good time to start a new marketing strategy or introduce a new product or service. Clock your company announcements to coincide with whether your customers are either on your website or social media sites.

Improve web design

Web analytics refers to the data on how the sites are doing. One part of a website can receive more focus, resulting in more clicks or page behavior from that section. Intend to highlight the main product/service in this part of your website, where the majority of users are expected to see it.

One of the most powerful forces of web analytics on your website and marketing is the ability to better gauge your objectives. Are the expectations you’ve set for your company achievable in terms of the volume of traffic you get from your website? Is there a way to boost your targets and traffic that you’re not taking advantage of?

Figure 5.6. Setting up Goals on Analytics. While there are plug and play goals on Google Analytics, you also have the option to set custom goals. This allows you to program Analytics to better suit your business needs. Above is a sample of how you program a new goal on Google Analytics.

2. CRM analytics

CRM analytics, also known as consumer analytics, is the method of analyzing data in the CRM software to find useful information that can influence business decisions. The end-goal is to get a greater understanding of your clients so you can sell to them more efficiently.

As a CRM must perform certain operations in order to run properly, another aspect of its functionality is data and analytics. The basis for successfully turning leads into customers and customers into brand champions is business analytics.

Components of CRM analytics

Net promoter score

Figure 5.7. Net Promoter Score. This is a gauge of how much of your audiences are supporters, detractors, or have no formed opinion about your brand yet. This is also a key metric for conversion rate optimization. Photo by Propelrr.

The net promoter score assesses how impressed your consumers are with your business. You may ask them to score their experience on a scale of one to ten during the buyer’s journey. This can help to better define how consumers view the business.

Rate of renewal

This CRM metric monitors how many consumers want to continue using the product or service after signing up, which is particularly important for subscription-based companies. This, like Customer Churn (mentioned below), is an important indicator for any small company trying to consider its overall success in comparison to its business targets.

Customer churn

Customer churn, also known as business turnover and customer churn, tells you how often you lose clients over a certain time span, such as weekly, quarterly or annual. This is a simple and extremely valuable statistic to track for your small company. By monitoring this sort of statistic, you will learn why consumers are leaving and devise a strategy to attract them.

Customer retention cost

Customer retention is critical to the success of every small company. However, comparing that to the expenses of operating a firm will offer significant perspectives into how – and when – the organization will become more successful. Customer acquisition costs should be smaller than the total sales generated by regular customers. When assessing customer satisfaction, make sure you use the appropriate time period – weekly, quarterly or annual – to ensure you’re estimating the correct expense per customer.

Benefits of using CRM analytics

Figure 5.8. Customer Journey Touchpoints. Remember how we mentioned that customer journeys are non-linear? You can make sense of that with the help of analytics. Thanks to analytics, you can map out a clear customer journey because it provides you with data on their landing pages, and points of transaction. Photo courtesy of Propelrr.

CRM analytics will help the company map out a simple consumer journey that it can observe and execute. The correct CRM software will monitor key indicators that a company uses to consider retention rates and look at aspects of the consumer experience where purchasing signals exist. These data points are then reviewed to reveal approaches that companies can use to enhance their sales and customer relationship management processes.

Provide information on customer retention strategies.

CRM analytics can also offer information about customer loyalty by detecting both positive and negative messages based on their behavior. Open situations, inbound and outbound calls, and discussion subject matter may all be used to determine whether a client is receiving their money’s worth or is encountering issue after issue.

Figure 5.9. Customer Audience Segments. Apart from the ‘what’ and ‘why’ of transactions that occur on your website, Analytics also allows you to get acquainted with who the people transacting on your websites are. You can also program audience segments so you can target them for your ad campaigns.

Another way that CRM analytics can support the company is by predictive modeling that predicts results using data. Businesses may precisely calculate the probability of success or failure of any possible endeavor by analyzing customer data. Especially if any initiative is being done that allows companies to minimize the associated danger, it gives an insight into the future.

Segments your customer

CRM analytics will assist the company in segmenting consumers into various groups. CRM analytics can help you effectively target and sell to consumers by grouping them together based on characteristics and behaviors such as the customer’s position, business, buying experience, and service requests.

3. Mobile app analytics

The method is the same, but it takes place on a mobile device. They are critical in assisting marketers in determining how their mobile app is doing for potential consumers.

Mobile web analytics will also assist you in identifying regions or measures that need to be improved. The customers’ path is made up of several data points that can be analyzed to see how people communicate with the app.

Components of mobile app analytics

App downloads

Downloads, or units, indicate the number of times your app has been installed and are the first indicator of how well your app is doing. If your app is receiving little to no downloads, you can check for issues further upstream in your marketing pipeline.
If you’re concerned that your app isn’t having enough installs, consider expanding your marketing activities by building a landing page or improving your app’s listing in app stores.

Active users

The active users metric differs from the downloads metric in that it calculates how many users currently use the app rather than installing but not actively using it. To increase app use, consider using push alerts to entice people to return to the app after they’ve signed up. You should schedule regular app upgrades to keep your app’s functionality and content updated, giving consumers even more reason to go back to your app.

Average session time

The total amount of time a user spends with an app from start to exit is the average session time. The longer a user spends in the app, the more interested and happy they are with the content. The more you change the content and optimize your user interface to meet the demands of your users, the longer they would continue to linger in the app.

App rating

The ranking of your app is the easiest way for a user to find out what other users think of it. Your app rating will attract or deter new users from installing your app, in addition to impacting its ranking in app stores. Ask your customers to rate your application. Emphasize on getting positive reviews and try your best to convert negative reviews by sorting out your users’ problems.

Crashed session

One of the most common reasons to stop using someone’s app is that it keeps crashing. Even a single crash at a critical moment will cause a person to leave an app and spread the news to others about the poor experience. We tend to recall negative memories for much longer than positive ones. It is important to identify the precise cause of a crash and correct it as soon as possible.

Benefits of using mobile app analytics

Helps you gather accurate data

App analytics give you a deeper understanding of your customers’ data so you can support them better at any point in their lives. Long-term app development campaigns do not only rely on adding users; they must also ensure that the user interface is continually updated and changed. A significant percentage of app downloads and orders are only used once, with users exiting the app and never returning. As a result, collecting clear customer input and resolving the appropriate problems may be critical to increasing interaction.

Helps in optimizing marketing campaign

App analytics will also provide you with data on a recently launched marketing campaign. It compares conversion and sales data from other platforms to monitor conversion and sales data produced during the campaign. This information will help you strategize and improve your marketing strategies.

Helps in tracking goals

Typically, app marketers choose their favorite platforms above those that are more active and aid in acquisition. As a result, analytics incorporation will help app marketers determine which acquisition platforms are profitable and worth investing in.

Helps in ROI evaluation

There are a plethora of applications available on the internet that are vying for user attention and recognition. Apart from popularity and exposure, though, in this dynamic climate, it is still essential to concentrate on the returns on investment. App analytics assists you in increasing your ROI by obtaining a large return from consumers. As a result, by using app analytics to develop a deep understanding of consumer behavior and needs, one can easily discover how to improve the app’s value.

4. Business analytics

Business analytics is the practice of examining and evaluating the vast amount of data that your organization currently has and then using the data to make data-driven decisions. It goes beyond counting numbers to figure out what happened. Instead, enterprise intelligence aims to provide insight into why situations happened as well as recommendations for the next moves.

Data consistency, professional analytics, and corporate dedication to using data to generate fruitful information that can help make better business choices are all essential components of an effective business review.

Components of business analytics

Figure 5.10. Sales Revenue Tracking. Using analytics tools, you can also assess and monitor your revenue performance. This is really helpful especially for businesses that are mainly selling online. You’ll see data not just on total revenue, but also conversion rate as well as total users so you can form a whole-bodied insight about where and how you’ve been gaining or losing revenue.

Tracking sales income allows you to assess your financial success. That is the measured sales you make by selling your goods after deducting the expense of returned merchandise and undeliverables. Consider external variables that may influence the performance, such as industry changes or competitor behavior, when calculating sales revenue and setting targets. The data you collect will help you determine whether or not you need to make adjustments to increase your sales revenue.

Customer acquisition cost

Customer acquisition costs are the costs of attracting new clients. This KPI indicates how much you spent on attracting a potential client, and all indirect costs such as ads. Customer acquisition costs should show that marketing and advertising are profitable. If they aren’t, the customer-interaction approaches will need to be improved.

Analyzing the ROI from the various engagement platforms (social media, SMS, email, etc.) is one way to determine what is and isn’t working.

Customer engagement

The customer engagement measure will help you enhance your offering and customer experience. This metric can also be measured by consumer reviews. Surveys, quizzes, and polling are excellent tools for learning about your consumers’ preferences and dislikes. Do they find it enjoyable to communicate regularly? Do they like your blogs?

Gathering this information tells you how to adapt your strategy to maximize the effectiveness of your marketing efforts.

4. Customer satisfaction

It’s not just about sales and marketing. Tracking the success of your customer service is how you assess your credibility and effect. However, it is not a simple mission. To calculate customer loyalty, you must first consider how your customers feel.

Customers are much more likely to have input if the consumer feedback queries are straightforward and limited to a single experience. You can use different emojis to figure out how customers are feeling about their marketing campaigns or blog posts or social media posts.

Benefits of using business analytics

Helps you monitor the progress of your mission

Quantified principles and data assist businesses in improving their analytical processes by analyzing data to gain a better understanding of what to expect from workers. Ensure that the results of these analytics are shared with the employees; once they are well trained, they will be able to focus on their weak areas to become more efficient.

Helps increase efficiency

Business analytics will quickly collect a vast volume of data and present it in a formulated and enticing format to aid in the achievement of particular operational objectives. By encouraging workers to share their experiences and add to the decision-making process, analytics promotes a culture of productivity and collaboration.

Figure 5.11. Audience Overview. Provides a quick overview of audience interactions on your site, whether they’re new or returning visitors, and so much more. Refer to Audience Overview when you want to see a high-level look at how well your websites are working to serve audiences, then seek to get to know more granular details about these audiences through various dimensions like demographics, interests, and others.

Recent analytics versions are concerned with how you show your data to your analytics team. Comprehensive maps and diagrams should be used to make decision-making more engaging. Related and practical insights can be derived even more clearly using visual representations of extracted data. With analytics data visualization, you will have all of the facts you need about your competition on your table, delivered in a beautifully pleasing and streamlined way.

5. Social media analytics

Figure 5.12. Social Media Analytics. Analytics tools also aren’t limited to your website. If you’d like to find out how your audiences are interacting with your brand on social media platforms, you can inspect these through social media analytics. You can view data like heat maps, which tell you when they are active, and how many unique users you’ve attracted with the help of your social media posts and campaigns.

Figure 5.13. Platform-specific Analytics. Are tools you can access through your own brand’s social media pages. The photo above is a sample of an overview of Facebook Analytics. Here, you can see data on how many people ‘like’ your pages, as well as overall engagement with your page and posts.

The ability to collect and make sense of data collected from social networks to help business decisions — and assess the success of activities taken on those decisions through social media — is known as social media analytics.

The principle of social listening is used in social media analytics. Listening entails keeping an eye on social media for issues and prospects. Listening is usually used in more detailed reporting that includes listening and performance monitoring in social media analytics tools.

Components of social media analytics

Audience growth rate

The audience growth rate enables you to measure campaign efforts over time without being overwhelmed by meaningless data such as total followers. Compare growth-hacking attempts in the company’s early days against more advanced campaigns you’re doing now.

Social share of voice

The social share of voice metric indicates how many people are talking about your brand on social media in comparison to your competitors. Mentions can be overt, with customers using your social media handle to tag your brand, or indirect, with users simply mentioning your name without tagging you. Social share of voice is critical because it indicates how visible the brand is.

Conversion rate

The overall number of conversions from social media is represented by our social media conversion rate. This social media index indicates the effectiveness of social media posts. A high conversion rate indicates that your viewer considers your content useful and convincing enough to respond by making a purchase, subscribing to your email newsletter, downloading a lead magnet, or doing all of the other acts you’ve asked.

Customer response rate

Engagement is critical to ensuring that the content reaches as many people as possible. The more feedback and shares a post receives, the higher it will rank in the social media platforms. It is important to keep the relationship two-sided.

You should never shy away from responding to questions and complaints from your customers. It ensures that your company is listening to you and your feedback.

Bounce Rate

The number of users who follow a link from your social network to a website then quickly leave without doing any other steps is referred to as your bounce rate. You should equate your social media bounce rate to your search engine bounce rate or newsletter bounce rate. If the social media rate is lower, it means you’re reaching a more targeted audience.

ROI data

This is the main metric, and it should be visible from the start. ROIs can vary widely depending on the business and sector. When it comes to social media, you probably want to know if the time and money you’ve spent on it is resulting in clients, purchases, or brand recognition.

Benefits of using social media analytics

Gain an edge over the competition

Companies may use social media analytics to learn more about their products as well as what their competitors are up to. It allows businesses to have a greater understanding of the issues consumers have with their goods and services, as well as how customers view their products and the company’s overall perspective. These aid companies in recognizing their advantages and disadvantages and taking corrective measures as required.

When consumers believe that a company truly cares about their opinions, loyalty grows and businesses gain a strategic edge over their competitors.

Learn from buyers

Several businesses have found that using social media marketing and other online distribution tools to grow their client base is a viable option. Customers can also provide realistic solutions to any of an organization’s problems in certain ways. Some users discover a solution to this issue by trial and error, and then share their results on various social media, which will assist the company in determining if better documentation is needed, and what users really need to know.

Improve target marketing efforts

Brands may collect timely insight on demographic and psychographic features for product and service use using advanced techniques such as social media analytics. Companies may use the data to target marketing efforts, including those that are conducted online.

Scope for transformation

With the help of social media monitoring, businesses may gain a comprehensive view of their markets and clients. Social networking analytics software can be designed to identify market-wide skill differences. Companies that can mine customer input from social media platforms and use it to reinvent their products and services have been the most profitable in recent years.

6. Ads analytics

This is the use of predictive data and resources to assist companies and advertisers in effectively monitoring their omnichannel marketing activities. Since these data sets have actionable feedback, advertisers may use them to ensure that their ads are targeting the right audience and using the right format.

Components of ad analytics

Analyzing Google and Facebook advertising analytics is a good place to proceed. Each metric mentioned below will assist you in measuring, comparing, and evaluating your campaigns in order to reach your promotional ROI targets

Google advertising metric

Figure 5.14. Total Site Traffic. Gives you information about how many interactions your website or pages are getting, and is depicted by the number of Sessions. Apart from that, you can also gain insight on the channels from which the traffic is coming from. As you can see above, there seven different Channels that can be the possible sources of traffic for your website.

Bounce rate

Figure 5.15. Bounce Rate and Landing Pages. Looking into the bounce rate of specific pages provides a balancing perspective to your total pageviews. You can have a large number of pageviews and a high bounce rate, or vice versa. The former would signal that your pages aren’t working to keep your visitors in, while the latter could suggest that visitors who end up on that page are finding the information they need in it.

Bounce rate is the number of visitors who arrive at your website, do nothing on the platform, and then leave. Google measures bounce rate as per-page sessions separated by all sessions, or the percentage of all sessions on your site in which visitors have visited a single page and prompted a single request to the analytics server.

Page value

Page value is the average value for a page that a user viewed before arriving on the goal page (the page where the user performs a particular action) or performing an ecommerce purchase. The value indicates which website page has added the most to the sales of your website.

Figure 5.16. Cost per Impression. Allows you to assess, monitor, and tweak your campaign budgets for advertising on Google Display Network. Looking at the figure above, you’ll see a sample of the spending of a company targeting various audiences with their ad, and how much it’s costing them for people to see their ad.

When running advertisements on the Google Display Network, the CPM is the price you pay per thousand views (impressions). When you choose viewable CPM bidding, you’ll only pay when your advertisements are seen.

CPC (Cost per click)

The CPC is the price you pay each time a user clicks on your Google ad. Your overall CPC is the most you’ll ever be paid with a click.

Clicks allow you to monitor any new action that users take on your ad or web page, as well as how well your target audience is reacting to your marketing message.

Facebook advertising metrics

CPM is the total expense of displaying the ad 1,000 times. Consider this to be Facebook’s price; it varies based on the need for the demographic you’re reaching at the moment you’re running advertising.

Link clicks

It is the number of people who clicked on your advertisement and were led to your opt-in list. This is an effective statistic for estimating the number of users who viewed your opt-in page.

The average number of times each individual has seen your ad. It is calculated by dividing by impressions divided by reach. This is an important metric to pay attention to make sure you’re not oversaturating your audience with your ads.

Lifetime value

The estimated income that a consumer would receive over the course of their lifespan is referred to as lifetime value. Advanced marketing departments usually aim for the cost of acquiring new consumers to be less than the profit margin provided by those customers over the course of a year.

Benefits of using ads analytics

Analyze campaigns

You want to be able to pull reports as easily as possible while making budget adjustments on the fly. Finding, copying, and pasting images take time, and pulling a paper with just the metrics tells just half the story. You can study and assess any part of the advertising by comparing creativity and results side by side, allowing you to pinpoint top and poor performing advertisements and make fast budget allocation decisions.

Show value to clients

A well-organized, thorough report will be the difference between a customer believing you know what you’re doing and thinking you’re eyeballing it. A report that tells the whole story not only reflects your integrity but also makes it easier to justify campaign success when you have everything you need right in front of you, beautifully arranged into an eye-catching design.

Spot trends

It’s easy to see patterns in figures, but once you have both in front of you, it’s far more difficult to see how the design of an ad affects certain numbers. Quickly identify trends in a campaign’s results, such as the location of the CTA icon, text in photographs, or background colors.