What Is Digital Analytics Vs. Digital Marketing Analytics Vs. Web Analytics?
The terms “Digital Analytics”, Digital Marketing Analytics” and “Web Analytics” are used interchangeably at many organizations. While they differ in meaning, they are connected in that Web Analytics and Digital Marketing Analytics are subsets of Digital Analytics.
What is web analytics?
Web Analytics is the collection, reporting, and analysis of web data in order to understand user behavior across digital properties (Websites, Mobile, and Apps). Understanding user behavior allows a business to develop strategies that improve the user experience and thereby optimize conversion. Ideally, these business strategies should drive the development of a measurement framework with benchmarks, and goals that can be measured against the key performance indicators (KPI’s) that drive the online business such as purchase conversion rate. These measurements will clearly indicate whether the online business is successful (or not) in meeting their goals, and also indicate whether the adopted strategy is working.
What is digital marketing analytics?
Digital Marketing Analytics is the collection, reporting and analysis of engagement data on all digital marketing channels such as paid search, natural search, email, affiliates, social media, display advertising, facebook ads, etc. Understanding engagement on marketing channels will allow a business to develop marketing strategies that optimize marketing investment and drive large amounts of high quality traffic to digital properties. Ideally the marketing strategies should drive the development of a measurement framework that will indicate whether the marketing team is successful in acheiving their goals.
What is digital analytics?
Digital Analytics is the combination of Digital Marketing Analytics and Web Analytics. The insights derived from Digital Marketing Analytics allow a business to develop and implement strategies that optimize marketing spend and drive a high amount of quality traffic to digital properties. The insights derived from web analytics enable a business to implement strategies that optimize user experience, and conversion ensuring that marketing spend is not wasted as users can easily find the content/product they need with ease.
How do I become a digital analyst?
Digital analysts often find themselves contemplating two distinct career paths: Do they go to the technical side and deliver implementations that allow for the collection of digital data, or do they go to the business side, delivering analysis/insights/recommendations that drive business strategy? This juncture is where it takes some serious self-awareness and perhaps some guidance from a boss, colleague, or teacher.
My advice is to know what you’re good at and play to those strengths. Here is an article from Optimize Smart that provides great career advice for this industry, and will help you understand whether the technical or non-technical side of digital analytics is right for you.
If your desire is to get into the business side of digital analytics, here is an article that provides a step-by-step pathway to a career in this lucrative industry.
