Data analytics is the science of analysing raw data in order to find trends, answer questions, or draw conclusions about information (Frankenfield, 2020). It includes different techniques and methods to process the data, and most of these have been automated into more mechanical processes and algorithms. Data analytics is the key when revealing patterns and metrics in the mass of information. The information can be used to optimising systems, understand the consumers better, improve advertising campaigns, and personalise digital content.
How Do You Use Data Analytics?
Data analytics can bring a lot of value to the brand due to the insights the data provides. As the world becomes more digital, the use of data analytics only gets more important for brand in order to improve the digital brand performance. There are four key steps in working with data analytics:
- Data mining: This step involves extracting, transform, and load data from unstructured data ressources which includes raw sensor data, written text, and large complex databases. The raw data will be converted into a more manageable and useful format.
- Data management: In this step, SQL databases are designed and implemented to allow an easy access to the results from the data mining. This step is also called data warehousing.
- Statistical analysis: This is the heart of data analytics as this is how the insights are conducted from the data. Data can be analysed by using statistics and machine learning techniques whereas Big Data is used to create statistical models that uncover trends and predicts and inform decision making. Statistical programming languages such as R or Python
- Data presentation: The final step is to show the insights to stakeholders and make them understand the importance of these. Compelling data visualisation that tells a story is a crucial tool when it comes to data presentation in which insights are shared with stakeholders.
Why Data Analytics is Important
Data analytics will make you understand the target audience better as it gives you a 360-degree view of your consumers and their behaviour, motivation, and needs. As a result, digital branding strategies, plans, and campaigns get easier to conduct. Furthermore, the greater understanding of your target audience will lead to more personalised digital branding as you can target messaging and content to different segments based on their interactions with the campaigns. Use data analytics tools to help you. Moreover, the insights into your consumers will allow you to tailer service based on their communication preferences to help with their concerns and build a strong relationship with them.
What is Next?
To create effective digital branding, data analytics are crucial. If you need help or have any questions, leave a comment or contact me.
