I just completed Google’s Digital Analytics Fundamentals course a few weeks ago. I finished the entire course in a span of 2 days; needless to say, my brain was feeling pretty beat up after the six (very) intense units. At the beginning of the course, Google does a pretty good job of describing the current state of online marketing and explaining why the recent overhaul of Google Analytics was necessary. Not surprisingly, they started off with a quote from Avinash Kaushik:
“Digital Analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”
We all know how often online marketing changes – to the point where it is not so much ‘often’ but ‘continuous’. The way people interact with the web is different now, what they expect from the web is different and certainly, what they use the web for has changed tenfold in the last few years. It is a marketer’s job to keep up with consumer requirements and to continuously build a better (and more tailored) experience for them online. We can only do this if we understand who the consumers are in the first place (or who each of the segments are) and how they are interacting with the site.
Avinash also hints at the importance of integrated marketing – that online and offline marketing cannot exist in isolation of one another. They should work to support and complement each other.
Which means… as marketers, we have to be able to examine the bigger picture, do more than just online marketing and yet be able to drill down deeper into the analytics details to better understand the end consumer. What a challenge!