The importance of data in the digitalisation process

In the current context where customers are looking for products or services that perfectly meet their requirements and satisfy their needs, data is very valuable. For businesses, offering their products or services to those whose needs are going to be met is essential and knowing to whom and how to offer these products is information that, used in the right way, can provide benefits to your SME.  

In addition, without the use of data, it is very difficult for an organisation to operate normally and, nowadays, almost all companies have adopted its daily use and it is seen as something normal. The number of sales, to whom and where I am selling, are data that we nowadays consider normal to plan our business. 

In this report, we will explain what data analytics applied to digital marketing is and what it is for, and how a business like yours can apply it to support decision-making and improve its performance in generating value and profit. 

In the first section of the report, what is digital analytics, as well as the bases of the process, being the data, together with its interpretation and the design of actions based on the information gathered, the fundamental aspects to be successful in the development of future digital marketing actions. 

On the other hand, the different areas that digital analytics can support are explained, being the channels (RRSS, email, etc.), the different marketing campaigns, the mobile area, the content or design area the main ones. 

Additionally, the benefits of analysing data in digital marketing are highlighted, being the identification of the company's audience, the anticipation of future consumer trends, the personalisation of content for potential customers, their loyalty and segmentation and the improvement of online reputation, the main benefits. 

In the second section, we explain the different steps that a company must follow to use data analytics in digital marketing. In this sense: 

1. The objectives to be achieved with digital analytics must be defined. 

2. Once the desired objectives have been defined, the next step is to define the digital analytics model that we will carry out, that is, to define the areas of measurement of these objectives, considering the channels that we plan to analyse. 

3. Next, it should be defined KPIs. 

4. Finally, you should select a data analytics tool and link it to the advertising platforms you are going to use, such as Facebook ads or Google ads, and measure the impact of the actions you develop. 

The last section of the report looks at various free and paid data analytics tools, such as Google Analytics or Adobe Analytics, that SMEs can use to start improving their marketing strategy by analysing data.