A marketing meeting of a creative team without data is just an argument exercise, with one claim trumping another. Everybody has an opinion. Until the team sees meaningful data, it will not experiment in a targeted way and measure the results, and everything is pointless. How can a digital analyst help you?
Does your website have goals? Do they have a value? Do you have your measurement tools under control and do you know what is set up in them? Do you know your KPIs? Do you tag links correctly? And what about data visualisation? Do you know where to look, or do you have to work with confusing reports? And what about the consistency of measurement and whether it still works after changes to the website and updates to the tools? I can only manage what I measure.
Did you get lost in these questions, or do you not know the answers? You probably need a digital analyst. Meaningful marketing campaigns and activities need quality measurement. That is a mix of programming, logical and algorithmic thinking and technical skills that the average marketer or specialist does not have the capacity for.
How Will a Digital Analyst Help Me?
Working with an experienced digital analyst from the design stage of a website through to its launch saves a huge amount of resources on later implementation of web analytics. From the start the analyst will make sure that the technical elements and procedures on the website allow accurate evaluation with regard to marketing goals and KPIs.
Based on an analysis and audit of the input data, the analyst can fix shortcomings and errors, or recommend implementing a measurement tool. The consistency and validity of data is the basic building block, because all specialists and agencies build their reports on it.
During the cooperation the analyst then looks for errors, deviations and patterns in the data. They work out what happened, why and how, and provide clear material that can be used for marketing and business. It lets you make informed decisions, seize opportunities and avoid threats. It will also help you improve UX elements with a view to optimising the website and measurement. Their work helps increase the conversion rate, make campaigns more efficient and iron out the customer journey.
What Else Does a Digital Analyst Do?
A digital analyst prepares and then looks after the measurement strategy and conversion funnels. They set up, implement and connect web analytics tools, advertising networks and CRM systems.
A digital analyst regularly digs through containers in Google Tag Manager, their hunting ground is Google Analytics, they pull the most important data into functional management dashboards in Google Data Studio, and they go on dates with Smartlook, Google Optimize and other tools. On passionate trips into the sea of data they also use Microsoft Power BI or similar tools for data processing and visualisation. When bored, they play with scripts in Google Sheets and prepare the data on which you will build your meaningful marketing.
Last but not least, a digital analyst prepares one-off analyses for individual specialists and the marketing team, and helps with evaluating campaigns or optimising an e-shop. They can look at your customer database and work on customer analytics, CLV and average order value, and so advise you where to cut back and where to add more and really switch the marketing on.
What Does a Digital Analyst Do?
- Audit and setup of measurement tools
- Creating and updating the measurement strategy – KPIs, metrics, measurement procedures
- Implementation of Google Marketing Platform – Google Analytics, Google Tag Manager, Google Data Studio, Google Optimize
- Implementation of other measurement tools such as Smartlook, Facebook Pixel and others
- Meaningful reporting and management dashboards
- Preparing material for optimisation of UX, campaigns, conversion rate, the purchase funnel and the customer journey
- Delivering actionable material for marketing and business decisions
- Customer analytics and material for optimising your business strategy
- Data mining on request
- Creates clear data visualisations
- Hypotheses – formulation, testing, visualisation
- Preparing material for developers
- Answers key questions from your marketing and sales every day
What Questions Does a Digital Analyst Answer?
- Does content marketing bring me sales?
- Does it make sense to put so much effort into articles?
- Is shopping on the website comfortable for the visitor?
- Does the visitor get lost on the website?
- What is the value of the website's content pages?
- How many visitors buy after they have seen a product?
- What is the visitor's journey?
- How do conversion funnels work and how do you optimise them?
- And many more
Who Offers Digital Analyst Services?
That is exactly what Archetix does. There is a hunger for web and digital analytics, and if you are not among the companies that invest heavily in data and build an analytics department in-house, try outsourcing this service. Digital analytics may be what your project needs to grow.