Digital Marketing Analytics
Digital Analytics

There are distinct levels of analytics on the path to a fully fledged analytics program. Each level is an order of magnitude higher in sophistication and resource requirements.

  1. Diagnostic – What happened?
  2. Descriptive – Why did it happen?
  3. Predictive – What is going to happen?
  4. Prescriptive – What actions should we be taking?

Purpose statement:

The goal of digital analytics is to increase the overlap between user expectation and user experience. – That overlap is the sweet spot where conversion happens.

This goal becomes a driver of other financial and business goals. It provides the business with the knowledge to make decisions that impact both revenue and user experience on the site.

Diagnostic Analytics – Answers only the what.

Most daily operation is 90% in this mode. It requires fewer tools and resources to answer most diagnostic questions.

Descriptive – Answers the why

Most companies are 10% in this mode. This requires significantly more expertise and time to address. Descriptive does not come from the data alone. It requires testing and analysis of different hypotheses.

Predictive – Future trends at a company, category, and product level.

This is an aspirational state for most organizations. It’s often talked about but very few organizations implements at this level.

Goals:

  • Track a moving avg. – Show the trend line for the coming months.
  • Price analysis – predict the impact of changes on rev of offers.

Prescriptive – What should we be doing at a company, category, and product level?

This is the state where a company is fully data driven. Full commitment.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Youtube
Consent to display content from Youtube
Vimeo
Consent to display content from Vimeo
Google Maps
Consent to display content from Google