I’m back on the Future Learn train again! This time, I’m taking a short fortnight-long course in Digital Analytics, and as always I’ve been making notes for a blog post out of the first week of course material.
Data is everything that you collect as research, but analytics are primarily concerned with the numbers.
The power of digital analytics is mostly in measuring behaviour. There has been an explosion of data as it is much easier to collect and store with modern computers.
There are four types of analysis.
Descriptive –> What has happened?
Diagnostic –> Why has it happened?
Predictive –> What will happen?
Prescriptive –> What can happen?
We have analytics in many areas now that we didn’t have before, and we have improved our techniques in many areas. Knowing where your business is up to enables you to make better business decisions based on quantifiable facts.
To use analytics effectively, you need a definitive problem and an set of answers, as well as a defined measure of success.
A key website metric for businesses is of course conversions – which the course defines as
An activity on your site that is important to the success of your business
This is more than how many people look at your site, it is how they engage with it. These metrics indicate what is and isn’t working in your website and marketing strategy.
The course defines two types of conversion – micro and macro.
|Following on twitter||Purchasing a product|
Metrics need to be continually reviews and checked over to ensure that you are still getting the right answers and acting on them – it is a process of constant improvement.