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Digital Marketing Analytics

Analytics is the Intelligence behind the Digital Marketing

Analytics defined is the discovery and communication of meaningful patterns in data and tracking of that data. Basically, we use tools to collect information, break down statistics and interpret them in the best way possible for you and your business to understand. These breakdowns rely on the simultaneous application of statistics, computer programming and operations research to quantify performance. By forming the information collected into a visually digestible format, we are able to communicate the insights to consumers, customers and stakeholders alike.

The application of analytics to data collected via Digital Strategic Efforts is especially important to businesses to describe, predict and improve business and campaign performance. To further break this down, analytics include subjects like:

  • Enterprise decision management
  • Retail analytics
  • Marketing optimization
  • Marketing mix analytics
  • Web analytics
  • Predictive modeling

Analytics is the force behind true Marketing and Business Intelligence.

The Evolution of Marketing with Analytics

Marketing has evolved from being a creative only process into a highly data-driven one. We use analytics to determine the results or outcomes of campaigns / efforts and to guide decisions for future investment and consumer targeting.

We use large amounts of consumer data to understand and communicate Digital Marketing Strategy with the help of demographic studies, consumer segmentation and other techniques.

Imagine operating a retail business 50 years ago… you had no way of knowing what path a customer took to end up at your store, buying that shirt. Today, with the help of Web Analytics, we are able to collect individualized information about interactions on a website. Your online store can now use information to track the referrer, search keywords or key phrases, IP addresses and other activities of the sites visitors. Using this information, we can improve the marketing campaigns, site content, information architecture and in turn, start bringing in more “shirt-buyers.”

Digital Marketing techniques (which we also refer to as Attribution Modeling) we frequently use include:

  • Behavioral based media mix modeling
  • Pricing and promotion analyses
  • Predictive modeling
  • Consumer analytics
  • Business Intelligence

These tools & techniques support strategic marketing decisions and more tactical campaign support in terms of targeting the best potential customer with the right messaging in the right place at the right time.