Page 92 - Ekonomija i Biznis_May 2016.indd
P. 92
РDУIGБITРAИLКCАOMMUNICATIONS
Darko Buldioski
@darko156
newmedia.mk
Web-analytics, a
double-edged sword
Everything can be measured on the internet, and there is nothing
we can find out in the end
Data monitoring and analysis is starts at the moment when the campaign
one of the things that you ei- becomes public.
ther like or you cannot stand.
Marketing people for a long Actually this is probably the most im-
time were the creative ones portant thing you need to understand in
who didn’t really care too much to mea- order to be able to function in the digital
sure everything that they do. They were marketing world. Up to the moment of
simply led by the motto that they create public presentation/sharing of any com-
long-term value which of course is not munication, it can be treated as a prepa-
impossible, however it is more difficult ration stage. Once this will be available to
to be measured. And all the way to the the very public, users, buyers … then this
moment when digital marketing became is when the work begins. And exactly this
widespread and inevitable, that is, when thing is possible on the basis of the mea-
all that was left was to name the activities surement of the effect caused by your com-
of digital channels “marketing”, without mercial, video, application or any other
feeling a need to add a digital one. target mechanics that is aimed to cause a
specific interaction in the target audience.
Everything can be measured in the
digital world, what is far more important The measurement, as every other activ-
is what is being measured in real time, ity, has its course according to which it
and the best thing is that one can imme- should be realized. There are 9 basic steps
diately intervene in order to improve the that are required for the realization of the
entire marketing activity. Frequently in web-analytics measurement process:
my lectures I repeat, I draw and I explain
one of the basic differences between the 1. Define your business goals,
“old” and the “new” marketing approach. 2. Define your business metrics,
Unlike communication of so called tra- 3. Set success measurement indicators
ditional channels where currently when (KPI),
the campaign is public, there are only few 4. Set your goals,
things that can be changed, and what re- 5. Collect data (for the users),
mains is to analyze the effect and to think 6. Segment the data for relevant analy-
about an improvement of the next cam- sis,
paign, in the digital world the real activity 7. Analyze the data (from the web-ana-
lytics),
8. Generate reports,
92 May 2016
