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Digital Marketing, Coding, Career Development
Turn data into insights how to turn digital data into actionable insights
Knowing how to turn digital data into actionable insights can improve your online campaign results and help you meet your goals. In this topic, you'll learn about the data cycle, how to draw actionable insights from raw data, and which tools can help you manage digital data efficiently. We'll also cover how to present information in a way that will make the most impact with a target audience.
Key learnings
Collecting and analyzing data can offer many benefits to online businesses. To take advantage of these benefits, it's important to first understand the types of data available to you as well as the best way to gather it. In this lesson, we'll explore:
the differences between quantitative and qualitative data
how online data can be used to complement your offline business approach
common ways to collect data.
ext steps
If you haven't already done so, setting up analytics on your website is one of the best ways to start collecting data. This will give you some good baseline information to take forward, allowing you to make adjustments and improvements to your strategy. If you already have analytics installed, start recording some of your monthly figures in a table to monitor progress. What changes do you see?
One of the benefits of working in the digital world is the amount of data and information available. This data can help you continuously improve what you do, allowing you to meet your goals. In this lesson, we'll explore:
how the data cycle can help improve your efforts online
which tools can be used to capture your data
best practices to help you get the best results from the data collected.
The data cycle is an effective process to help Jo make the most of data when running her campaign.
The four main stages of a data cycle are as follows:
Plan - Start by identifying the goals of the campaign
Do - Then, begin collecting the relevant data
Check - Once you have that, review your data
Act - Lastly, take action to test the hypothesis.
Next steps
Create a post for one of your social media platforms, then use the analytics tools built into the platform to see who is looking at your posts and when. Compare this information to the data on other posts you've published previously. Using the Plan, Do, Check and Act cycle we discussed in the lesson, build and improve upon your social post, using data to inform your next steps. What would you do differently?
having much more success on social media than he is via his emails. Focusing his attention on the platforms that are working for him will help increase his success.
In addition, his audience are online between the hours of 5.00 p.m. and 7.00 p.m., which could be because they are commuters, or professionals who have finished work for the day. Optimising when he publishes his posts will also result in being able to reach more of his audience at the optimal/peak time.
Next steps
Using social media metrics, create insights based on the data at your disposal. Use this information to improve future posts:
What works for your audience, and what doesn't?
Does posting at a particular time of day likely to make it more successful?
Are posts with images more engaging?
If you tag another person or business in the post, do you see more success?
This information should form part of your strategy going forward, and help you to improve future campaigns.
Sometimes having so much data at your disposal can seem a little overwhelming. Using spreadsheets gives you a way to manage this information and make the most of the data provided. In this lesson, we'll explore:
what a spreadsheet is, and how you can use it to collate and analyze data
basic spreadsheet formulas that can help make life easier.
Spreadsheets are a great place to store and manage your digital marketing data. Think of your social media data and try creating a spreadsheet that can be used to track all of your social media metrics on a daily basis. 1. Create a row for each social media channel 2. In the columns, input the following in the first row: number of followers, total number of 'likes' (or other social media metrics from each platform), engagement (for example, for Twitter this would be retweets/replies, for Facebook this would be shares/comments), and any other metric useful to your specific goals (such as hashtag use or conversion rates). 3. Use formulas to calculate the totals and averages. Be sure to update the table regularly with the latest data so that you can review how each social media channel performs over time.
Once you've gathered and analysed your data, the next step is knowing how to present it in a way that will resonate with your audience. In this lesson, we'll explore:
how to present your data in a clear and understandable way
popular visual formats to use when presenting data
how to match your data to the right format, based on your audience's needs.
Pie charts are better for illustrating percentages, rather than growth or trends.
The heat map can show location data, as well as increased demand for parking. However, the location data might not be useful to the investors, and it is harder to clearly see the year on year increase in this format.
The table may have too much data to be clear and concise.
Next steps
Extract certain data metrics, such as number of visitors to your website, from your online analytics tools. Present this information in a few different formats. Try sending the different options to colleagues or friends, and see which visual display they prefer.
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