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How User Analytics Can Improve Your Digital Marketing Strategies

Category : Digital Marketing Author : Team Amura Date : 14 Sep 2020

With recent advancements in technology, there are so many opportunities for companies to expand their businesses online. You can reach your target audience through ads across various platforms, engage with them on your website or app to present your products and services, acquire them through a seamless transaction process, manage them through a CRM, nurture them through emails and SMS and finally convert them into your loyal customers.

The users are well informed nowadays. They actively search for information related to the products they want. Once they choose a brand, they want that brand to interact with them and provide them with a simple and effective buying experience. As a marketer, it is our responsibility to understand the user requirements and improve their buying experience throughout the journey. This is where marketing analytics comes into the picture.

Analytics tools help us understand what users are doing on different platforms. Google Analytics is the most commonly used tool for this. It is built majorly to track user sessions and source attribution for your website. But is that enough to understand the entire user journey? What is the exact journey of a user? How can we map user journeys across the website and the app? How is a particular event on my website correlated to my final goal? To answer these questions we have user analytics tools.

What Are User Analytics Tools?

User analytics tools help you understand and map how a particular user has interacted with your online platforms based on the events being tracked. Infographics (Eg):

user analytics

While simple data analytics tools focus more on website parameters like sessions, page views, etc., user analytics tools give us in-depth information on users’ journey across various platforms. Following are the main features to look for in a user analytics tool:

  1. User-level data analysis
  2. Individual user journey
  3. Various platform integrations
  4. Funnel mapping, analysis and insights
  5. Creation and tracking of custom events
  6. Automation and data representation
  7. Accessibility

These features are sufficient to answer all the questions mentioned above. Now, does this mean we should switch to only a single user analytics tool? The answer is NO.

While these tools will help you cover most of the points related to your user, you still need a simple tool like Google Analytics which is superior in terms of tracking user session and source attribution for an end-to-end user and platform understanding.

Also read: Experimentation in Digital Marketing 101

User Analytics For SaaS Marketing

As a SaaS business, your main objective is to acquire and retain customers so that they subscribe to your product. A number of marketing activities are involved right from product promotion to user nurturing & retention.

Ideally, we are expected to understand this data and draw insights from it to improve the effectiveness of our marketing activities. But using different tools for each of these platforms makes it difficult to map the data properly and correlate events across platforms.

Also, one of the important things to note is that the time between first exposure to qualification and conversion is not going to be immediate. So the tool should be able to connect all these activities to the respective users.

user behavior analytics

Using user analytics, we can map all of the user activities under respective users. Even if the user returns after a brief interval, once he is logged in, the tools can keep track of their activities. Some tools can also remember the device and browser through cookies.

It is crucial for a marketer to be able to track these metrics and other correlated metrics across platforms and connect them to a particular user. Once we have enough data, we can create cohorts for important user properties & events and run marketing activities specifically for them.

User Analytics For Ecommerce Marketing

Nowadays, while looking for products to buy, customers want as much information online as they can gather about the product. You will have multiple customers coming to your website and going through the product features, specifications, customer reviews, etc. before finally converting as a customer.

What actions led to only some of your users buying your product? You will still have a lot of users who have left their products in the cart. Clearly, we cannot have the same marketing activities for these two cohorts. You will need data-driven answers to precisely tackle these questions.

user analytics tools
user analytics tools

Website
Traffic

user analytics tools

Cost Per
Acquisition

user analytics tools
user analytics tools

Sales Conversion
Rate

user analytics tools

Average Order
Value

user analytics tools

CLTV

user analytics tools

Customers
Retention Rate

user analytics tools
user analytics tools

Cart
Abandonment Rate

user analytics tools

Net Promoter
Score

user analytics tools

A lot of brands also have an app for eCommerce. We all know that most of the traffic that we receive on the website is through a mobile device. By using apps, a marketer is able to create better touchpoints and nurture the customer through in-app notifications.

Again, if you are using two different analytics tools for your app and your website, it will be very difficult to map the user journeys and connect users activities for the same user across the website and the app. By using a user analytics tool, you can easily understand and map users activities across your website and app. We can also find correlations between an event on the website and on the app. Further, we can also understand the obstacles in both the journeys and make an informed decision.

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User Analytics Tool Implementations And Suggestions

A few popular examples of user analytics tools are Mixpanel, Kissmetrics and Amplitude.

Let us briefly look at procedures to implement these tools on your online platforms.

  • We start by defining the most important events and user properties for each platform.
  • This is followed by an SDK integration. Include the codes on your platforms that trigger events and transfer data to these tools.
  • Once that is done, we get into QA where we check whether the data is flowing properly for each of these events.
  • If everything is working well, you are ready to go.
  • Keep in mind that this is going to be a continuous process. Once the project is ready, you need to keep on improving with the new data to be checked.

Final Words

2020 has been a roller coaster ride so far. The economy has slowed down due to a steep increase in the number of cases because of this pandemic and the lockdown. The market has become very unstable. But the number of people online and their time spent browsing the internet has increased significantly. Understanding the way a user interacts with your platform acts as the building blocks of an excellent customer experience. Take your web analytics one step further by implementing user analytics.

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Comments (30)

  kufre posted 2 months ago

Google Analytics is superior in terms of tracking user session and source attribution for an end-to-end user and platform understanding.

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  Caleb posted 2 months ago

I want to take this chance to recommend Google Analytics. It did wonders for my marketing endeavors and everyone stands to benefit from it.

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  Sylvia posted 2 months ago

I feel like some aspects of analytics are too intrusive. They could be a problem with all the trust issues nowadays.

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  Pink posted 2 months ago

What I like most about analytics is all the interesting insights they can bring out. It really sheds a good light on your clients' behaviors.

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  Storm posted 2 months ago

Analytics have a steep learning curve. I think that kind of hinders its adoption rate.

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  Anny posted 2 months ago

Wow, I am surprised to see that there are so many analytics tools out there. To be honest I only knew Google analytics.

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  Anderson posted 2 months ago

I am a big fan of the Kissmetrics analytics tool. I am delighted that you mentioned it.

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  Sean posted 2 months ago

Anyone not on board with analytics is really missing out. It is indeed the future of effective marketing.

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  Shantel posted 2 months ago

User Analytics has spawned an entire industry. That's amazing for job creation!

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  Laura posted 2 months ago

I never knew much about analytics before reading this article. I can't thank you enough for sharing it :)

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  Louis posted 2 months ago

Analytics has really changed the way we do marketing. The paradigm shift experienced has been phenomenal to say the least.

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  Terry posted 2 months ago

Drawing insights from user analytics can be a daunting task. Sometimes it is best to have a professional do it for you.

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  Teddy posted 2 months ago

The best use of user analytics in my opinion is Ecommerce marketing. It makes a very effective tool for the same.

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  Desma posted 2 months ago

Your knowledge of how analytics work is impressive. I look forward to more articles on the same from you.

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  Daphne posted 2 months ago

This is by far the most detailed write up on analytics that I have come across. I am thankful to have found it.

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  Olga posted 2 months ago

"Understanding the way a user interacts with your platform acts as the building blocks of an excellent customer experience." I couldn't have put it better myself!

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  Oliver posted 2 months ago

Are there any other analytics tools apart from google? I can't think of any!

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  Penny posted 2 months ago

The ultimate goal is to use analytics to get more sales. In that front I think analytics performs well.

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  Patricia posted 2 months ago

I always find the pictorial representations very helpful. The make understanding the article very easy.

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  Marley posted 2 months ago

For analytics to really count, one needs to have sufficient data. That is the only drawback.

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  Meg W posted 2 months ago

With so many people online, analytics becomes super important. It can give some amazing insights into data.

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  Rickard posted 2 months ago

I think google analytics is one of the best analytics tool. Few even come close.

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  Roy posted 2 months ago

The importance of analytics tools has never been more pronounced. The article covers a very important aspect of marketing.

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  Vanessa posted 2 months ago

I can see why analitics are so important, they can tell you what to do and what not to do based in the metrics. I think it's the faster way to really measure people reaction aboout a service o product.

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  Alex posted 2 months ago

This is a good breakdown and simplified things about analytics so thanks. I always say that this is more than reading the stats. I for one know that as a fact so learning it is a good idea.It just takes patience since it can be overwhelming.

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  Martin posted 2 months ago

Analytics tools is very important it's help us understand what users are doing on different platforms

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  Oyeyipo Oladele posted 2 months ago

I really support the talk that's human analytical skills will make an organization grow. Thanks for this educative post.

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  Danielle M posted 2 months ago

User analytics are very helpful for planning a good digital marketing strategy, not considering them would be like planning a strategy based on beliefs and personal thoughts that may be wrong.

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  Susy R posted 2 months ago

I got a lot of insight into how important it is to implement user analysis. Moreover, the current economic situation with the impact of this pandemic.

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  mary posted 2 months ago

As a SaaS business, main objective is to acquire and retain customers so that they subscribe to your product.

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