Online Marketing Analytics (OMA) allows you to track the performance of online campaigns and measure their success. In this digital age, marketing and sales teams need information about their performance in order to improve it. With this in mind, we want to discuss the role of OMA, how to use it and when it can help you.
Why Are Online Marketing Analytics Important?
Modern marketers are responsible for multiple platforms, digital marketing strategies and programs, and it’s important to keep track of what’s working and what isn’t. For example, email marketing is an important part of any business’ marketing strategy. However, it’s important to know how effective your particular email marketing program is compared to others.
Similarly, social media marketing is another important part of a company’s digital marketing strategy, however, it’s important to know how successful your particular strategy is compared to others.
How Do I Use OMA?
OMA can be used to track the performance of your online campaigns and analyze the results. This information will help you determine what is and isn’t working and which strategies are and aren’t effective. When you have this information, you can make the appropriate adjustments to future campaigns.
It’s important to note that OMA is more than just a tool; it’s a whole framework for analyzing marketing data. The tool allows you to setup goal-specific dashboards to track the progress of your campaigns. These dashboards include information about the performance of your campaigns across different platforms (e.g., social media, email, website traffic, etc.).
When Do I Use OMA?
The best time to use OMA is right after you finish running a campaign. This is because you can setup a report to track the results of your campaign and determine if it was successful or not. If you wait until later, it may be hard to recall what happened during your campaign and whether or not it achieved the desired results.
Once you have setup the report, you can track the progress of your campaign and determine if it was successful or not. If you decide that it wasn’t successful, then you can decide what to do next. You Might:
- Redesign the campaign
- Refresh your marketing strategy
- Develop a new campaign
- Redirect your efforts to another platform
- Or, just keep iterating
Of course, it’s important to track the performance of your online campaigns even if your campaign was a success. This is because you may want to determine why it was successful and what you can do to make it bigger and better.
Who Uses OMA?
According to HubSpot Blogs research, 86% of marketers said that they use some form of online marketing analytics. Further, 78% of marketers said that they use social media analytics and 76% of marketers said that they use website traffic analysis.
The most effective form of online marketing analytics is something that is known as combined analysis. This type of analysis allows you to track the performance of your campaigns across different platforms (e.g., social media, email, website traffic, etc.). It’s important to keep track of what’s working and what isn’t so that you can make the appropriate adjustments to future campaigns.
What are the Different Types of Online Marketing Analytics?
Just as there are several different types of analytical tools, there are several different types of online marketing analytics. Each one has its perks and quirks. As a rule of thumb, try to use multiple platforms to get the best overall view of your marketing performance. For example, if you use Google Analytics, then you can also look at websites using Statistica or you can use Hootsuite to track your social media performance. In addition, you can use the Google Analytics mobile app to get feedback about your campaigns when you are out and about.
How Can OMA Help Me?
If you decide to use OMA, then it’s important to understand what you are getting into. This is because the tool is not free, and it costs money to use it. As a result, you may not be able to easily get the insights you need without investing in the tool first. For example, let’s say that you decide to use OMA to track the success of your email marketing campaign. You can set up a goal in Google Analytics to track the open rates for all of your emails, and you can then use OMA to analyze those results. In this way, you can determine what types of content performs best and where you should focus your efforts next. Similarly, you can use OMA to track the performance of your social media campaigns to help determine what platforms work best and which ones you should avoid. This can help you determine the most cost-effective and efficient way to reach your customers.
As we mentioned above, OMA is more than just a tool; it’s a whole framework for analyzing marketing data. In this way, it allows marketers to easily slice and dice their data in order to determine what is and isn’t working and which campaigns are effective and which ones aren’t. This can help make your life as a marketer a little bit easier, and it can also help you determine the best course of action for your business or brand. Finally, it should be noted that the data that you get from OMA isn’t always pretty. Frequently, you will need to look at aggregated data and use your imagination to put the pieces together. However, this is usually the best way to go since it saves you time in the long run.
Of course, nothing stops you from using another tool to get the analysis you need. For example, if you decide to use a tool specifically designed for analyzing email campaigns (like Mailchimp or HubSpot), then you can use those tools to analyze your email performance instead. Likewise, if you want to use a tool for analyzing websites (like Google Analytics), then you can use that to analyze the performance of your marketing campaigns online. Just make sure that you don’t have any bias when using these tools since the results may not be what you are expecting. In marketing, as in life, nothing is ever black and white. There are always multiple variables that can affect the results of any given experiment.