The Role of Data in Your Digital Marketing Strategy | Alt Media Studios Digital Marketing Agency

The Role of Data in Your Digital Marketing Strategy

Understanding the Role of Data in Your Digital Marketing Strategy


Marketing data incorporates all of the information that your business gathers about your customers’ behavior and preferences, how they engage with your brand on social media, the strength of your website’s online presence, and the effectiveness of your advertising campaigns. The data you gather should not only be accurate but relevant to your company’s overarching business goals, whether it’s to increase website traffic, subscriptions, online purchases, etc.

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You’re an expert business owner and professional in your field with years of experience. So why do you need to track all kinds of user data? Aren’t your professional viewpoints good enough?

Time for some humble pie: No matter how much industry experience you may have, the digital world is constantly in flux—and so are your customers and online audience. Basing your marketing decisions purely on educated guesses or personal opinions can produce results that are underwhelming at best or cost-prohibitive at worst.

Think about it: without data, how will you know…

  • Where your consumers are coming from?
  • What is generating leads?
  • What information is resonating with your customers?
  • What a user journey and buying cycle is like for your company?

The modern consumer journey is complex and layered among multiple platforms and campaigns. A digital marketing strategy that worked for your company 10 years ago may now be outdated and ineffective. That’s why you need accurate, up-to-date data to help you see the bigger picture of what’s happening with your customers and their online journey with your brand. Only then can you start to make truly impactful changes to your digital marketing strategy.


Companies of all sizes and industries use measurable values or metrics called key performance indicators (KPIs) to evaluate the success of their digital marketing efforts across multiple channels. The five main categories of KPIs are:

  • Lead generation
  • Website analytics

But not all KPIs provide helpful data to every business. You need to determine your KPIs based on your company’s clearly defined goals. Then your marketing data can be more useful in tracking your progress and revealing what works and what doesn’t. 


If all of this data collection stuff is brand new to you, where do you start? And if you’ve already set up data tracking tools like Google Analytics, are you struggling to weed through all of the numbers and figures? Let us help you with that! Our digital marketing team are experts in collecting and analyzing data and then putting that knowledge to good use. Contact us today to learn how we can help your business thrive online!

Improving Your Digital Presence is an Adventure. Let us guide you through it.

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