Every time we are online our screens becomes filled with advertisements. We are so used to these marketing tools that we don't even seem to notice some of them anymore. But, on the other side of these advertisements are marketers who are trying to collect data that will help them evaluate their websites performance and interactions with you, the visitor.
So lets see what you think about some of these marketing tactics that marketers use to collect data.
This is one tactic many of us should be familiar with. You get a follow request on instagram and then a DM almost immediately for me its: "Hey girl! I came across your profile and I think you are so pretty! Do you want to be a model and test out products for (insert pyramid scheme company here)." Now even though that is what I always seem to get on my social media that isn't always what it is for affiliate programs. Many times you will see influencers or regular people wearing/promoting a product with a caption of: "use code ehale20 at check out for 20% off your order, or even just their affiliate link in their bio.
Marketers use this tactic on e-commerce sites to track the amount of visitors to their landing page from certain links. So when you click a link from an affiliate the marketing team of the company will know that is how you got there and through what platform the link was from. Then if you make a purchase through this link they will again know where you came from and that allows the affiliate to receive a commission for 'bringing you' to their site. Through this tactic the marketer is paying a fee to collect data, the fee being the commission to their affiliates. Using affiliates will allow for a target audience to be reached through marketing as well. Usually the affiliate is someone who uses the product(s) themselves and will be a great sales person to their followers. Their followers are most likely are people who listen to what that person has to say about things that they like which will allow marketers to reach their target audience through influencers. For example if the company is for workout protein shakes then the company's affiliate is most likely someone who works out and uses the product therefor the followers of the affiliate are probably also people who workout.
Web analytics involves a combination of visitor data such as unique visitors, repeat visitors, page views, click-stream analysis, and for e-commerce sites conversion rates, and monetization. All of these tactics are simple but important ways to check the data of a website to see how it is performing with an audience.
Unique visitors are visitors who have came to your site for the first time. if that is you right now HELLO! Unique visitor tracking can be important to companies because they want to be reaching new customers all of the time so if the number of unique visitors is going up then the company is doing something right with their website and marketing. Repeat visitors is as simple as it sounds, they are unique visitors who visit your page more than once sometimes during a specific period of time. Repeat visitors I feel like would be the more important number of the two visitor types because once you get a visitor to your site or to buy your products you want to be good enough for them to want to return to you. Repeat visitors is important to marketers to track how successful they are to reaching and wanting customers to come back.
Page Views determine the popularity of a page and how many times visitors have viewed it. Page view data is important for websites because if there is a page that has information or things that you want visitors to see and it only has a few visitors that falls into a couple categories of things that aren't working. Such as there isn't enough links or ways to get to the page or even that the links aren't working or are broken so visitors cant access the page.
Click stream analysis ties into page views by tracking where visitors move throughout your website from link to link and can also track how long a visitor has been on each page. This analysis can be helpful to see how long someone has been on a page if there is a lot of content and they were only on the page for a short amount of time then you can find out that information needs to be removed or condensed so the visitor will want to read/interact with everything on a page. I know when I visit websites and there is a page of a lot of text and nothing interactive or exciting I might skim through it for a minute then leave. Other than time, this can track how people get to each page so if you want someone to see a gallery page that is relevant to your about page then you should have a link on that page so that they can get there successfully without fishing around for things. It can be useful to update your website based on this information.
Finally monetization for e-commerce sites is another way of using data for marketing tactics. Being able to track the amount of money your products are making on your website is through monetization. To make this successful you need to not only look at the amount of money you are making but also the amount of visitors who are showing up to your site, making purchases, and also visitors who do not make a transaction. Based on the analysis from this data you can see if there is a problem with checking out or accessing products, the problem could even be that you are reaching the wrong audience. For example if your visitor primarily shops for clothes at a lower price point and your company website has marketing on social media reaching out to promote sale items but your company is primarily a higher end boutique and you realize you are getting visitors but no transactions the problem can be that you have reached the wrong audience.
As you can see there are many tactics for marketers to use based on data that you the visitor bring to their website/social media platforms. They aren't trying to invade you, the visitors privacy, they are just using the information you bring to the websites to better suit your user experience. Just think about all the times you talk about a product to a friend or look something up in a google search then hours later you are on Facebook or Instagram and you see an advertisement for the same product you were just talking about. Yes it may seem really creepy that the FBI agents in your computer are invading your privacy but that is not true, marketers are using these tactics to better your experience and make things more convenient for you. For more information on this you can read this article to tell you more about these creepy accurate ads.