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The Right Data for Your Digital Marketing Efforts: Part 2


In last week's post, we began a discussion about the different types of data you can use in your digital

marketing efforts. In today's post, we talk about the different types of analytics data you can leverage.

  • Website analytics data: How are customers consuming your owned content today, and how does that inform your marketing strategy? Which products in your store are attracting attention and why? Which items are selling best?  All of these questions can be answered via your analytics, and the answers will provide insight into the kind of content that’s resonating with your audience. Furthermore, understanding which sites are delivering traffic to your site will also help you understand how better to engage. Where is your traffic coming from? Which keywords are driving traffic to your site? The answers may surprise you! You may discover entirely new audiences by looking carefully at your website analytics data.

  • Email analytics data: Sure, it’s tried and true, but email marketing analytics add to the insight about content engagement. Look at where your customers click, the messages they share and forward, and the ones that drove a high number of unsubscribes.

  • Social data: Not only can you confirm your demographic data on social media, you can, on a smaller scale, see how all your data plays together. You can discover who likes your posts and your products, who shares content, who your haters are and who your ambassadors are. Social data is an increasingly important and valuable source of insight for earned media marketing initiatives. With all of these easily attained data sources as your foundation, you can gain a powerful understanding of who your audience really is, and how they interact with your brand and store. By activating your first-party data via paid, programmatic ad campaigns, and informing those campaigns with your site’s back-end analytics, greater marketing results are easily within reach.