Digital Analytics: Key Concepts and SEO Strategies
Understanding Cookies and Their Role in Web Analytics
A cookie is a small piece of data sent from a web server and stored in a web browser. Every time a web browser makes a request to a server, this data is sent back to the server along with the request. As the request is fulfilled, the web server can also update the cookie in the browser.
The Mission and Vision of Data Analysis
The mission of data analysis is to obtain all the necessary information for decision-making in our business. The vision: If we manage to recognize what our visitors are like, what they are concerned about and enthusiastic about, what decision point they are at before they buy, and what barriers they face, we can tailor our strategies accordingly.
Main Duties of a Data Analyst
- Plan the measurement needs of the business
- Identify the KPIs
- Analyze and present the data
- Propose business improvements
Data Analysis Plan
A data analysis plan identifies everything that must be measured so that our actions are always aligned to achieve the objectives of our business. This can be seen as a metaphor for our happiness.
- Initial Audit: Analyze the analytical scenario from which we start.
- Measurement Plan: A document that includes everything that needs to be measured.
- Implementation Plan: A document that indicates how the online ecosystem should be measured to obtain the dimensions and metrics identified in the measurement plan.
- Data Visualization: Effectively present the reporting needs.
Web Analytics: Understanding and Optimizing Web Usage
Web analytics is the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing web usage. Its four pillars are:
- Measurement
- Collection
- Analysis
- Reporting
Clickstream Analysis
Clickstream is the sequence of hyperlinks one or more website visitors follow on a given site, presented in the order viewed. It is useful for web activity analysis, software testing, market research, and for analyzing employee productivity.
The Evolving Customer Journey
The customer journey typically involves these stages:
- Stimulus
- First Moment of Truth
- Second Moment of Truth
KPIs: The Thermometer of Online Business
The KPIs of an online business are the thermometer that informs us how close we are to reaching our goals and helps us to make better decisions.
SEO vs. SEM: Pros and Cons
SEO
Pros:
- Boosts brand awareness
- Users from the search channel have high conversion rates
- Long-term returns
- Higher traffic share than SEM
Cons:
- Requires ongoing effort and optimization
SEM
Pros:
- Efficient results
- Precise targeting options
- Better tracking of search terms
Cons:
- Can be costly, especially for competitive keywords
On-Page and Off-Page SEO
On-page SEO involves optimizing content, meta tags, and other elements on your own site’s pages. Off-page SEO involves building your site’s authority and reputation through external factors like backlinks.
Google Ads: Bidding for Visibility
Google Ads is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.
Digital Analytics: Optimizing Web Browsing
Digital analytics is the measurement, collection, analysis, and interpretation of web traffic data in order to understand and optimize web browsing. It involves the analysis of qualitative and quantitative data from your website and the competition.
Key Digital Marketing Metrics
Cookies
Cookies are small files that a web server automatically sends to your computer’s web browser (think Firefox, Safari, Internet Explorer) when you browse certain websites.
Sessions
Sessions are the number of visits people have made to your website.
Page Value
Page value is the average value for a page that a user visited before landing on the goal page or completing an e-commerce transaction.
Reach
Reach calculates the total number of users who have seen your ads.
Frequency
Ad frequency measures the number of times your target audience viewed the ad.
Bounce Rate
Bounce rate measures the percentage of users who land on your website, perform no action on the page, and leave.
Impressions
Impressions are the number of times ads have appeared in paid search ads to people and/or the total amount that your display ad was shown on a third-party site.
Clicks
Clicks help you measure any specific action that users take on your ad or web page and help you understand how well your audience is responding to your marketing message.
Conversions
A conversion is a completed activity. Conversions can be either macro or micro.
Viewability
Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users.
Engagement
Engagement measures the number of times a user took action on your ads or sponsored posts.
CTR (Click-Through Rate)
CTR shows the percentage of people who see your ad and click through to the landing page.
CPC (Cost Per Click)
CPC is the amount you pay every time a user clicks your ad.
CPM (Cost Per Mille)
CPM is the bid you pay per one thousand views (impressions).
CPA (Cost Per Acquisition)
Average cost per acquisition is the amount you’ve been charged for a conversion from your ad.
CPV (Cost Per View)
CPV is the price that gets paid when a video ad is played.