Within the digital age, you’ll probably have heard all the advantages of selling analytics. That said, it’s critical to know that, although integral to the method, there are limitations to marketing analytics.
Subsequently, let’s take a have a look at a number of the blind spots in marketing analytics, and the way you may compensate for these weaknesses.
Blind Spot 1: Analytics specific to a singular platform
When monitoring analytics, you may find that you just only have a narrow view of activity on a singular platform. Though this could be bolstered with several other platform-specific analytics for other channels, you is not going to give you the option to see audience cross-platform behaviour and interaction.
To avoid this blind spot, you may profit from a social listening tool which monitors all of your audience’s online communities. As an alternative of supplying you with a breakdown of only one platform, a social listening tool offers you a 360-degree view across different channels, sources, and markets.
Blind Spot 2: What device customers are using
Did you understand that, according to Google, 93% of those who use their phone to research a product will go on to make the purchase? Despite this, many marketing analytics tools is not going to show you ways the conversion rate varies on different devices.
With this statistic in mind, it will be important to maintain track of what device your audience is using to interact together with your brand or product, allowing you to higher drive consumers through the sales funnel.
Blind Spot 3: Differentiation between external and internal traffic
When measuring the traffic to your site, analytics will likely not differentiate between consumers visiting your page and internal staff or content writers doing their research. Because of this your traffic data might be inflated.
To mitigate this, it will probably be useful to filter out any traffic coming from employees or outsourced companies using IP addresses.
Blind Spot 4: Offline marketing
Whereas it will probably be easy to employ analytics for internet marketing efforts, it’s a special story for offline marketing. That said, it will be important to trace how effective offline marketing campaigns are for your enterprise, and measure how consumers between online and offline worlds.
A technique you may uncover this blind spot is by including things like QR codes or promo codes in your offline marketing campaigns. When used, they could be tracked and counted, offering meaningful insights.
Blind Spot 5: Consumer expectations
Analytics can offer you insights into your audience’s behaviours, wants, and desires. Nonetheless, what it won’t let you know is what consumers expect out of your product, service, or brand itself.
You’ll be able to easily meet all marketing objectives, just for it to be unsuccessful. Why? Consumers have a preconceived idea of what your brand can provide. Thus, it will be important to know exactly what audiences expect out of your brand so that you just don’t disappoint.
Blind Spot 6: Post-conversion insights
And, finally, marketing analytics deals with the past and the current, collecting and analysing data to spotlight trends and commonalities, and measure the success of an existing campaign that could be leveraged for future improvements.
To follow consumer engagement and behavior post-conversion, it will be important to foster a long-lasting relationship, encouraging them to fill out feedback forms, surveys, and reviews for longer-term insights.
