When you work in the digital marketing space like we do, you’re constantly surrounded by buzzwords that are doing the rounds. Real-time analytics are much more than a few buzzwords circulating - at this very moment, as we write this blog, they’re changing the way that marketers think about data. And for the very best marketers, they’re changing the way we act.

In recent times, we’ve been hit with more and more new digital channels, which in turn, have a knock-on effect and affect customer expectations. But what do we actually mean when we refer to ‘real-time analytics?’ Hint: we’re not just talking about web analytics here.

Real-time analytics gives marketers access to all available customer and enterprise data, processes and technologies. It provides us with more in-depth insights than ever before so that we can serve customers better and improve our business outputs at what we call, ‘the right time’.

Having access to these real-time analytics has revolutionised digital marketing strategy. Marketers no longer need to rely on their gut feelings to make important decisions - technology is helping us to create a smarter and more effective digital strategy than ever before. Here at Pronto Woven, we believe that measuring your marketing efforts quantitatively is integral - the skilled interpretation of data allows our team to predict what could work so that we can then make changes to your digital marketing strategy as needed.

Like all marketers, we rely heavily on many different metrics. It’s hard to believe that just a couple of years ago, we would look primarily at the response rate of a campaign. In what we’re calling the new online marketing world, being reactive isn’t enough to keep customers engaged and spending their cash with you into the long-term. Consumers are savvier than ever and they have greater expectations about what your company should know about them, their behaviours and as a result, how we should interact with them.

Measurement is an integral part to any digital marketing strategy, especially in relation to campaigns. Here are some examples as to what we track in terms of data:

• Total number of emails sent
• Open rates
• Click through rates
• Unsubscribes
• Conversions - this depends on what the Call to Action (CTA) is. For instance, if it’s to sign up for a webinar we’re hosting, how many people clicked through and actually signed up?
• Conversion rates

There are times when campaigns just don’t hit the mark with the ideal customer. It’s at these times that data insights are actually at their most valuable as we can go back to the metrics to interpret what the data is telling us. If the email was never opened, perhaps the email subject line wasn’t engaging enough. If it was opened but no one clicked through, the offer may have been deemed useless to the targeted list. This information allows us to make quick adjustments to current campaigns and arms us with an incredible amount of insight into our digital marketing strategy moving forward.

As for real-time analytics, like everything we do, it’s important to assess whether they’re enhancing your business outputs. Some crucial considerations include:

1. Where will real-time analytics be best implemented in your current business model?
2. The outcome of a cost-benefit analysis in relation to these analytics. Think about the technology required, the processes involved and if your team can cater for what’s needed.
3. Understand your customers and where real-time analytics might be able to fit in to enhance their experience with your brand.

We’re in an exciting age and the most successful of businesses realise just how important their digital marketing strategy is to their overall business strategy and long-term goals.

If you’re keen to get expert input into your current strategy, get in touch with Pronto Woven today. On the other hand, if you’re looking to devise and implement a strategy from scratch, we’re equally as happy to help. Contact our friendly team today.