Analytics, Strategy and Planning

Analytics is defined as the process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website, in order to understand and optimize web usage (Dodson, 2016).  This is taking data linked to the consumers that visit a business website and analyzing the data to determine their online behavior.  There are three steps to cover when completing the process of Analytics which are 1) Goals, 2) Setup and 3) Monitoring (Dodson, 2016).  The Analytic goals set will be used by a company to determine the overall success or failure of a website by reviewing the consumers that visit the website, what they are viewing, and how long they are using the website.  The setup is meant to help determine how the measurements and tools should be organized within the Analytic setup.  The monitoring is closing reviewing the activity linked to the website and how performance is affecting the website (Dodson, 2016)

            As to strategy and planning which is defined as the process of integrating digital marketing activities with a plan, buying for it, and executing a successful digital marketing campaign (Dodson, 2016) we cover the four different stages of this topic.  The first stage is Approach which discusses the overall plan or driving force of a digital campaign (Dodson, 2016).  The second stage is Audience which identify the target audience for the campaign (Dodson,2016).  Stage three is Activities which plans out the specific objectives of a campaign (Dodson, 2016).  The fourth and final stage of strategy and planning is Analysis.  This stage covers the tools need to analyze a campaign to identify any adjustments that need to be made (Dodson, 2016).

                                                            Reference

Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 1st Edition.