For a content marketer, analytics provides information on the effectiveness of content. For example, customers moving forward from page to page or returning to pages or sharing content are good signs. On the other hand, content that does not resonate well leads to short visit times and quick page exits. The marketing team may also analyze customers’ behavior: do they prefer light pictorial newsletters or in-depth and thoughtful blog articles? In addition to site content, information can also be obtained on the user experience and the ease of purchasing or contacting, so that sites can be developed in a customer-centric manner.
Analytics offers tremendous benefits to account managers, vendors and service developers, as it can be used for tracking customer value growth through additional sales and cross-selling and finding out how customers are activating and behaving across different media. For example, when measuring the cost-effectiveness of new customer acquisition, we can observe the budget spent on different channels in relation to the results obtained: what do we achieve with one euro spent on social media or Google Ads?
Analytics can also reveal things about the people behind the figures; what kind of problems they face and what kind of ideas they are seeking. For example, search engine optimization tools tell you what keywords bring people to your site and reveal what kind of content your site might be missing. A quick exit from the FAQ section, on the other hand, may imply that the list of frequently asked questions should be updated. In this way, you can create a more holistic picture of customer needs and problems, solve the problems and increase the value of the company in the eyes of the customer.
Analytics provides useful information for different areas of business. In the context of marketing and advertising campaigns, sales content, pricing models and new product design, analytics data helps you better match your decision-making with the customer’s actual needs.
