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In the digital age, you’ve probably heard all the benefits of marketing analytics. That said, although critical to the process, it’s important to understand that there are limitations to market analytics.
So, let’s look at some of the blind spots in market analysis and how to compensate for these weaknesses.
Blind spot 1: A separate analysis for a single platform
When tracking analytics, you may find that you only have a narrow view of activity on a single platform. Although this can be reinforced by multiple platform-specific analytics for other channels, they cannot see the cross-platform behavior and interaction of the audience.
To avoid this blind spot, you can benefit from a social listening tool that monitors all of your audience’s online communities. Instead of providing detailed information about a single platform, a social listening tool gives you a 360-degree view across multiple channels, sources and markets.
Blind spot 2: The device that customers use
Did you know that according to Google, 93% of people who research a product on their phone go on to make a purchase? Despite this, many marketing analytics tools don’t show you how conversion rates vary across devices.
With these statistics in mind, it’s important to track what device your audience is using to interact with your product or products, allowing you to better drive consumers through the sales funnel.
Blind spot 3: The difference between external and internal traffic
When measuring traffic to your site, analytics doesn’t distinguish between consumers visiting your page and internal employees or content writers doing their research. This means that your traffic data may be inflated.
To alleviate this, it may be useful to filter traffic using IP addresses from employees or external companies.
Blind Spot 4: Offline Marketing
While it may be easy to use analytics for your online marketing efforts, offline marketing is a different story. That said, it’s important to track how effective offline marketing campaigns are for your business and measure the consumer gap between the online and offline worlds.
One way to address this blind spot is by including things like QR codes or promotional codes in your offline marketing campaigns. When used, they can be tracked and quantified, providing meaningful insights.
Blind spot 5: Consumer expectations
Analytics can give you insights into your target audience’s behaviors, needs, and wants. However, what it doesn’t tell you is what consumers expect from your product, service or brand itself.
You can easily meet all of your marketing objectives, only to have it fail. why? Consumers already have an idea of what your brand can offer. Therefore, it’s important to understand exactly what your audience expects from your brand so that you don’t disappoint.
Blind Spot 6: Insights after conversion
And finally, marketing analytics connects past and present, collecting and analyzing data to highlight trends and commonalities and measure the success of current campaigns that can be used for future improvements.
In order to track consumer engagement and behavior after a change, it’s important to create lasting relationships by encouraging them to fill out feedback forms, surveys, and long-term insights.
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