I recently remember reading a quote: “Marketing has changed more in the past 2 years compared to the last 50.” Although I have some doubts – the creation of the internet being one – I have always found innovation fascinating. My choice to focus on becoming certified in Google Analytics and Content Marketing through HubSpot is derived from an upcoming sales job in the summer, and my love for innovation. During my days as a teenager, I always thought the word “innovation” meant an improved product, or a special version of something that already exists. Now of course, that isn’t entirely false; examples of innovation range from phones to enhanced sporting equipment. Fast forward 5 years, and I have come to the understanding that the intangibility of innovation is arguably more valuable than its physicality. For this reason, in addition to my future employment plans, I chose to focus mainly on the study of Google Analytics.
This innovative software measures many Key Performance Indicators that businesses can use to better direct their product or service to consumers. The importance of KPIs is derived from the segmentation and metrics available on Google Analytics. Following the imputation of segments, such as Conversion Rates and Click-Through-Rates, companies can track the activity of their consumers online. This allows businesses to modify their marketing and advertising methodology, in order to comply with the tendencies of their consumer. For example, if the analytics for a direct email campaign that direct the consumer to their website display high engagement, but also a high Bounce Rate, the website may need to be modified. Like any situation, discovering the source of an issue or problem earlier rather than later, can make a huge difference especially in business. The usage of this software is vital for interpreting data that can transform the way a business functions.
The analytics within the program are derived from the information inputted, but how do we know if the information acquired is related to your target market? The “Audience” tab in Google Analytics is where the user can input their desired demographics and specific geographical locations for their target market. The system will then only compile data from the designated segments.
Google analytics is a software that not only makes lives easier for the businesses using it, but also to gain a better understanding of the target market.