There’s the easy road in life and then there’s the one that is more challenging but takes you further. The same can be said for evaluating your digital marketing in Trinidad and Tobago. Analytics, or the systematic computational analysis of data and statistics is the road to evaluating your online marketing.

But which direction should you take, web analytics or marketing analytics?

There is no harm in conducting both assessments on your digital marketing efforts, but each focuses on different data. To make the right choice, let’s take a look at what each of these tools can provide.

Web Analytics

This form of analytics is just as it sounds. It is a means of evaluating your website. Tools like Google Analytics can generate graphs and charts showing you activity related to your site and is a great place to start.

  • Traffic: How many site visits there have been.
  • Bounce rate: How many people leave after visiting one page of your site to go elsewhere.
  • Unique visitors: How many individuals request pages from your site in a given period (may be repeat visits.)
  • Time on page: Length of time spent on a given page within your site.

All of this information helps you to understand what is happening on your website, but it doesn’t give any insight on how any digital marketing efforts are performing. It may be helpful to know if your traffic has increased, but do you know why? Your bounce rate may be high, but is the reason clear? This tool helps to identify where you have problems or successes, but it doesn’t offer much in the way detailed evaluation or give insight into how your strategies may need to shift.

Marketing analytics

This form of analytics focuses on the specific marketing efforts you are conducting and generates more business related information. This is where you begin to develop a sense of the return on investment (ROI) of your digital marketing in Trinidad and Tobago.

Social media campaigns, blogging, and email marketing are some of the areas on which marketing analytics can shed some light.

The challenge here is that you may need to have more than one marketing analytics platform to generate a comprehensive report on all of your digital marketing campaigns. With so many channels to examine, time and resources can be a factor. This may be the reason most marketers simply engage in web analytics.

Investing the time in conducting marketing analytics not only provides a window into how your individual marketing campaigns are performing, it can also allow for cross-channel analysis and comparison. Hubspot encourages such platforms to help link marketing efforts to sales. By connecting your marketing analytics system to a customer relationship management (CRM) platform, you can begin tracking channels to leads and leads to sales. That is when you get a true feel for what is working for you, or not.

Yes, it is the more challenging and time consuming road to take for evaluating your digital marketing in Trinidad and Tobago, but marketing analytics can take you where there is a better view.

If you’d like to implement an effective digital marketing campaign and have help in evaluating your efforts, contact us today for a free consultation.


Monday Nov 4

FB, G+:

You spend a lot of time conducting digital marketing campaigns in Trinidad and Tobago, so how do you know which ones are most effective? Web analytics may not be enough. Businesses need marketing analytics to effectively evaluate their efforts. (blog link)


Why you need more than web analytics to evaluate your digital marketing efforts. (blog link) #blogs

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