Data analysis is one of the most important and functional areas for digital marketing. Really, it is an essential part for any company looking to increase its market share. This is because, within any digital marketing strategy or sales process, the collection and interpretation of data is essential. Basically, it is the key to detect what type of actions are working well and which ones need to be improved in all processes.

Keep in mind that one of the main objectives of every digital marketing department is to find the best way to promote a product or service. For this reason, they invest large amounts of budget to form marketing teams. They are in charge of designing different digital marketing strategies focused on attracting and directing potential clients to the sales department.

However, their work is not limited to designing and applying these actions. Measuring the impact and effectiveness of their campaigns is what really allows them to improve these processes. Consequently, to be able to apply actions to improve the results more and more.

In this article, we are going to explain why it is so important to measure and analyze data for digital marketing.

Why is it important to measure data for Digital Marketing?

Analytics, used correctly, is a very powerful tool for any company. If we carry out a good data collection and the subsequent analysis, we will have great possibilities and competitive advantages. Here are some of the benefits:*

1. It allows us to know our clients in depth: It is the best way to approach them and observe their preferences, demands, satisfaction, purchasing power and much more.

2. We can measure the performance of our business: We can anticipate, quantify and evaluate the evolution of the strategies that we implement. In addition, we can also forecast the effect that certain actions will have in the short term thanks to statistical models.

3. It is easier to detect new opportunities: A better understanding of our clients allows us to develop specific proposals for a certain group of people. In this way, we can target groups that are most responsive to a campaign, whether by gender, age, job type, geography, or any applicable characteristics.

4. Facilitates efficient decision-making in real time: It is easier to choose an action if we have all the necessary data. In addition, we can improve planning times and create short-term strategies based on objective data.

5. Allows you to detect customer losses on our website: We know that as customers progress through the sales funnel, they tend to leave. With a good data analysis, we can detect where a potential client is leaking and solve the problem.

Some tools for data analysis for Digital Marketing

You don’t have to be a math expert or genius to do good data analysis. In fact, many of the best analysts are excellent without very advanced calculus skills. Of course, knowing statistics, programming, and math is a great advantage, but you don’t need to be an expert. Here are some tools that could be very useful for you:

• Excel or Google Spreadsheet: A Both programs are excellent tools to store data and take a quick look at it and even work or graph the data that we have stored. In addition, they allow you to work with CSV, XLS, TXT files. SLK and many more common formats.
• SQL or MySQL: To make queries, these programming languages ​​are very efficient. With a clean and orderly database, we only need search filters to start making decisions.
• Python: It is a relatively simple and very powerful programming language. Thanks to the large number of libraries that it has, such as NumPy or Pandas, it is perfect for cleaning data. In addition, it allows you to detect errors that perhaps in spreadsheets are not so easy to see. On the other hand, if you are a good Python programmer, you have infinite potential.
• Tableau or Google Data Studio: These are 2 free and very powerful tools to visualize, forecast and analyze data or trends. Interactive Dashboards are one of the best ways to present information. Whether for your own benefit or for a client, Dashboards are essential in Digital Marketing.

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