There are three major categories of analytics we need to look at when we focus on digital analysis.  They are media, site and eCRM analytics. 

Media analytics allow us to create the desired response to our digital media advertising and campaigns.  As marketers continue to shift expenditures from traditional media to on-line, it becomes increasingly important to both track and attribute ROI to expenditures.  The major key to success is to attribute media data and transaction data.  This allows for optimization of on-line behavior with the desired result.

Web site analysis helps marketers design, guide and manage optimized experiences for customers and prospects.  Most marketers purchase a software package to help drive site optimization.  A successful system allows for complex data analysis and drives actionable site enhancements and customer interaction.

eCRM analytics drive successful customer acquisition, relationship and experience management.  It allows you to create the appropriate engagement strategy across site, media and direct response communications. 

Underlying all three categories of analytics is data.  In fact, “it’s all about the data”.  In future postings, I am going to explore various aspects of the three categories of analytics and the underlying data needed to be successful.