Why Analytics Matter

Hearing the word “analytics” makes many people cringe, but let’s be honest with ourselves: analytics are used everywhere. It’s a bit overwhelming when trying to figure out what information is important — plus what to actually do with it once you have it. That’s why we’re here to help.

Analytics can be used like a map: a guide to know where your users are going, what they are looking for, how successful a video or webpage or blog article has been, etc… If you aren’t seeing the traffic you thought you would (for example on a blog article you wrote), digging into your analytics can help you figure out the issue and answer questions like: How long was the user on the page; Did they spend a minute on the page then leave; How many people clicked to read your feature; etc? In turn, this information can help you to make decisions on whether you need to modify your content, amplify your message in an attempt to drive more users or even rethink your strategy.

Looking for good practices? Here are a few tips to remember when working through your analytics.

Perception doesn’t always equal reality

There is one key thing about data… it’s never biased! Analytics give you an accurate account for your efforts. Simply put, analytic data is used to track and monitor activity.

That data is then used to make decisions. Just think about it for a second. Your perception on any particular content could be skewed, and making any conclusions or strategy without data can lead to a very bad situation, or poor results and outcomes.

It would be like giving a report without the research.

Keep it simple!

Using data to create A/B testing (Trial & Error testing) to optimize your short-term goals makes using data easy! Analytics will not be afraid to tell what is or isn’t working. It can also tell you if your audience really isn’t engaging with your content.

On the flip side, maybe your audience loves your content, and your strategy about different kinds of chocolate is exactly what they want (because who doesn’t love chocolate?!).

 

Strong Foundations Build Giant Empires

If you were traveling and set out based on where you “thought” you were going, versus using a map or GPS, you would be literally “flying blind.” Along the same idea, the right data will help you build a strong business, website, and marketing strategy. It will help you make informed decisions based on facts instead of feelings… ensuring you aren’t “flying blind” when it comes to your strategic planning.

One last thing to remember: if you are not using analytics, its like shooting darts blindfolded — which of course you wouldn’t do!
Take the time to truly understand and interpret your analytics. Develop your next steps or strategies so they align with your data and you won’t be headed in the wrong direction.

Magda Alexandra Torres
Magda is a Social Media and Communications professional. Her main interests include corporate communications and social networking. She also enjoys traveling, blogging and learning. You can reach her on: Google+ and @MagdaATQ.

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