Silverlight Digital CEO, Lori Goldberg writes for Econsultancy.com
In digital advertising, we have an uncommon ability to collect user data that’s superior to other forms of advertising data; particularly compared to what’s available in TV or print.
However, merely collecting the data can be overwhelming unless a marketing anthropologist can cut through the clutter and give meaning to what the data says about your business.
Here are some tips on how to give meaning to your website traffic or advertising response data.
Separate perception from reality
Often, a business’ perception of its customer is very different than the customer’s actual behavior. Fortunately, analytics can support or challenge your perceptions and help you build a profile of the customers that you attract.
For example, you can determine:
- Geographic location – Pinpoint city, regions, states or country
- Demographics and interests – Combine remarketing data with your site analytics to reveal age, gender, and special interests by category
- Time of day: Do your users peak at certain times of day? What’s triggering this behavior?