Role of Analytics in the age of Digital Transformation

Role of Analytics in the age of Digital Transformation

Posted under Latest on March 6, 2017

Analytics and BigData are the major catalysts for the digitization era.

From manufacturing to supply chain to customer servicing, digitization is transforming the functioning of organizations and in the process untying global opportunities for value creation.

Big Data Analytics has been amongst the buzz words in the digital space. The evolution of cloud computing – infinite computing power assisted by real-time communication networks – has made tracking activities more affordable and easy.

Why Digital analytics?

A saying in the digital space goes

“If you can’t measure it, you can’t improve it ”

From tracking shipments through a mail to measuring traffic on the website, analytics help organizations to harness their data and explore their opportunities which in-turn leads to smarter business strategies, more efficient operations, higher profits and happier customers.

Digital analytics when running simultaneously along with other marketing activities provides organisations with real-time information that will assist them to measure, analyze, report and test their activities.

What to analyse/measure?

Here I list out the most popular digital channels and how to get most of them through analytics.

1. PPC

If you handle a Google AdWords account to supplement your organic search engine optimization efforts, you know there are a tons of metrics available to track and analyze, Since we all have limited bandwidth, it’s a good idea to narrow down the field to a short list of key metrics that really give you meaningful insight into what’s working.

2. Email

It becomes a mandate for businesses to measure the email conversions, whether it be transactional, triggered, bulk or of any other type. Emails ability to generate conversions is highly unmatched and it would be a sensible statement that email is the most effective marketing channel in terms of ROI. Yet not many businesses realize the full potential the channel offers as not many are tracking the metrics that matter. How to know which email metrics to measure

3. SMM

The primary method of measuring the SMM is, “if everyone is not accepting you in the social media space, you’re doing something wrong” and you might not produce results.

Other than the platform analytics tools like Facebook Insights, Twitter Analytics, linkedIn Campaign manager etc., we need a comprehensive single platform that not only helps you analyse your user as a whole (and thereby attribute the right channel for conversion) but also one that helps you with competitor analysis.

4. SEO

Measuring the success of an SEO campaign perfectly can vary greatly depending on the type of business and its objectives.However, three KPIs that should always be considered while measuring an SEO campaign’s fruitfulness:

  • Traffic
  • Ranking
  • Conversions

5. Push Notifications

Push notifications are instant messages that are sent directly to the user’s mobile screen. These notifications disrupt whatever the user is doing and force them to take an action, this makes push notifications so powerful. Ultimate aim of using push notifications is to increase use of the app and get as much as conversions. However it becomes essential that businesses don’t start blasting notifications on the users screen, some users find this annoying and can encourage user to turn off the notifications of your app.

6. SMS Marketing

With extremely high open rate, SMS gets your messages read faster as compared to any other digital channel. Talking about timeliness of delivery, SMS leads the race of engagement rate in comparison to emails and push notifications. SMS marketing has its own distinct benefits which tells why it should be one of your prioritised digital channels.

7. Multi-channel Marketing

Multi-channel marketing works on a business principle which is

“You must be where your customers are”

Multi-channel marketing is communicating with the customers across various channels. It is integration of different channels of the marketing world. It becomes very essential to find out the channels that the target customers are using and how the flow on to other channels. Businesses fail to identify the perfect multi-channel combination they should use to get more leads and land up investing heavily in wrong combination of channels

8. Blogging:

Who wants to increase website’s traffic without having to invest in it? Everyone!! But how?

Now think the possible ways audience could find you/your business on the web.

  • They could probably hit your name in different search engines, but they could be the one’s who already know you. They know who you are and this is the traffic which you are already getting
  • You could pay for buying traffics for your site through paid ads, which is expensive

So how can you drive real traffic? The answer to this is, through blogs, social media & search engines. Every time a blog is written, its one more page indexed to your website, which means one more opportunity to show up it search results and drive more traffic to your main website.

There are few blog KPIs which assist in measuring the success of the blog.


Each channel focuses on different area and stage of digital space, so it would be best to make use of these channels as a whole. The key here is make the most out of the data which is extracted from different metrics, providing you an opportunity to identify which digital channel work and which does not – by allowing you to measure ROI from each of the channels with assistance of different metrics across channels.

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Akshay Tiwari|Inbound Specialist

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