Data analysis in digital marketing is essential for drawing valuable conclusions and taking the necessary actions for the success of each strategy. However, numbers and percentages can sometimes be truly misleading. So, how can we avoid these pitfalls and arrive at a clean and completely objective result? The first step is to recognize them.
Focusing on the wrong metrics
This happens especially in startups. Many buy phone number list marketers suddenly find it difficult to know exactly what they should measure, analyze, and research.
Let’s take a baby product brand as an australia database directoryexample. When launching a digital strategy, they have a couple of people responsible for calculating and analyzing data. Their approaches aren’t always the right ones, as explained below, along with the proposed solutions:
-Number of followers on social media: This is email marketing outsourcing: the ultimate guide to getting better results
without the hassle an important piece of data, especially for this type of product. However, too much attention is being paid to the number of followers without comparing it with other factors.
Solution: It’s necessary to know and interpret the level of engagement among followers on social media. An example of this is the number of reactions generated by a post promoting a new product, as well as the quantity and quality of comments, as this will generate important feedback for the company.
-Number of leads generated: This is indeed an important metric, but the number alone loses meaning if other types of data are not analyzed and interpreted.
Solution: Lead behavior is more important than the number itself, and the best way to measure it is by analyzing the conversion rate. Capturing 1,000 quality leads with the necessary nurturing is much more important than 100,000 leads that generate minimal conversions.
-Website visits: Some experts consider this data a vanity metric, and there’s a lot of truth to that. Traffic is important, but there’s more data that will provide even more valuable information.
Solution: If you already have the necessary traffic, then you need to analyze user dwell time and content engagement.
Forgetting the context of data, factors and information in general
Numbers are often misleading. This is easy to verify, as the following example demonstrates:
-A certain company provides its bimonthly report on conversions and net profits. The figures it shows indicate that these figures grew an average of 15% weekly, without exception, which is excellent.
However, when comparing these numbers with the same two-month period last year, a 30% decrease in conversions was detected during the same period.
