What is Digital Analytics
Digital analytics is a process of turning raw data into meaningful insights using statistics, computer programming, machine-learning technique and human experience. The purpose of analytics is to reveal valuable trends and metrics that would otherwise be lost if the data was not analyzed.

In modern digital marketing, analytics has taken center stage because it improves business performance.

Marketers use analytics to analyze consumer behavior, forecast the outcomes of marketing efforts, evaluate and improve the effectiveness of marketing campaigns, make decisions for investments and much more.

For example : Web analytics allows marketers to understand user behavior across webpages. Digital analytics tools like Google Analytics, can measure how many users visit the website, how long they stay, which pages they visit, and if they made a purchase or not.

These insights are used to create a better user experience for website visitors, to optimize a website for sales,  and understand what marketing channels are working and which are not.

Measuring marketing effectiveness is important so demand for analytics is growing:

  • The global analytics market was valued at $2 billion in 2017, and is expected to reach $ 4.4 billion by 2023 (1);
  • As the Harvard Business Review recently noted, ‘data scientist’ is the sexiest job of the 21st century.

Here’s how Harvard University used analytics to grow:

To expand its digital reach, Harvard ran a 12-month SEO and PPC campaign.

Check out our SEO and Paid search videos to learn what that means.

They then used web analytics to identify

  • Technical improvements
  • Content positioning
  • And to create new landing pages for their search campaigns

After 12 months Harvard saw a 75% increase in registrations from organic search and 30% increase in click-through-rates with their paid search campaigns.

Data analytics is smart, effective and….sexy!

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