Digital marketing is all about data. The more you know about your customers, the better you can tailor your marketing message to them.
Tracking customer behaviour can help companies predict future trends and improve their product or service offerings. This article will give you some best practices on tracking customer data and why it is important for digital marketers to start ASAP.
All the data that is collected about your customers and website visitors should be tracked. The data can be used to produce better content, optimise your digital marketing campaigns, and create a better customer experience.
The first step to take is to find the right digital marketing platform for you. There are many platforms available on the market for this purpose, but it is important not to rush into any decisions because you don’t want to spend money on something that you will never use.
Google Analytics Platform is one of the most popular platforms for data tracking. It offers a wide range of tools that are easy to use and free for small businesses or blogs with less than 10 million pageviews per month.
Every link that goes out on digital should be tracked. Period. For this, UTM tracking is a very efficient way of making things easy and streamlined. What it does is it brings all your individual sets of data into one single interface where you can assess what your users did on your website after looking at your content and then clicking through. To assess their journey, it is imperative to know what it started with. For e.g. when working for one of our clothing based e-commerce clients, we found out that by saying “Thank You” to people in our content on social media, we are able to generate additional sales without an additional cost. This insight was only available because we were tracking the website link via UTM on our Facebook page.
Google Data Studio
This tool can act as your data organiser and visualiser. Since its google based, you can easily integrate your Analytics, Search Console, YouTube and AdWords together in one single dashboard. This way you’ll be able to look at your data more broadly and gain insights from user behaviour and online presence. Oh and it can be updated dynamically as well so that you don’t have to create a new report every time.
Bonus: You can also integrate your consumer data or social data if it is uploaded in Google Sheets.
So there you have it, some of the best practices for data tracking and using it to your advantage. Want to move forward with your digital marketing? Get in touch!