1.9 Summary

With the development and ongoing advancements in digital marketing, the opportunity to identify and reach our target audiences with messages that are valued and produce engagement has never been easier. The analysis tools built into these digital platforms provide detailed data about our selected target audiences, the effectiveness of our messaging, and the engagement the audiences are having with our content. Moving beyond the initial giddiness of seeing clicks, likes, form-fills, and such on content and campaigns we run, we can start to tease out actual marketing insight using these tools.

With an accurate understanding of our customers and target audiences, we can use the available marketing analytics and begin to see not just the counts and statistics and data points but the reasoning behind the data. We can start to understand the why.

Learning to set up the analytics dashboards, tracking tools, and reports to tell us exactly what we need to know about our marketing effectiveness is the first step. We will want to understand what particular goals or actions are worth to our specific business. We need to clearly differentiate between the value of a click, a site visitor, a form-fill or inquiry, and a conversion. Once we can see the data and we know the value of every online action, the next goal should be for us to learn how to interpret that information in ways that give us insight into our customers’ behavior.

This course will get you there. Importantly, there are many quick-start guides, training videos, and detailed how-to’s that are a part of this course that are only accessible through the hyperlinks. Be sure to spend the time to click through to this valuable content that is free and accessible to any who will seek it out (click the links) and spend the time to learn.