Does a Digital Marketer Need Data Analytics Skills?

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80% of digital marketers admitted making key decisions based on data-driven insights and relevant campaign metrics. 


It helps them understand customer behavior, predict market trends, refine campaigns, and maximize profits.


However, data analytics and relevant tools must be used to get those insights and campaign metrics. Without them, digital marketing will become nothing more than vague guesswork.


Does that mean every digital marketer needs data analytics skills?


Let’s find out.


What is Data Analytics in Digital Marketing?

Data analytics in digital marketing is a practice where marketers analyze the data collected from multiple digital sources to extract actionable insights.


Experts use these trends and insights to improve their company’s or client’s digital marketing strategies and campaigns.


As a digital marketer, you can use various marketing and analytics tools to:


  • Find new digital marketing approaches
  • Reduce churn rate
  • Increase your existing product’s customer value


You can use data analytics to eliminate the guesswork from your marketing strategies, unleashing the full value of every dollar spent on marketing campaigns.


And that’s not all.


94% of 2020 Enterprise Analytics survey participants agreed that data analytics is necessary for digital transformation and growth.


Data analytics is an important skill every digital marketer needs. You can use a certified data analyst skills test to assess the data analytics proficiency of your current digital marketers and future recruits.


How Can Data Analytics Help the Digital Marketers Do Their Job?

Create Comprehensive Customer Profiles


Collecting data from multiple sources and analyzing them will help you see the complete user journeys of your customers.


For example, you can figure out how most of your clients ended up landing on your website (It can be through SEO, ads, or social media platforms).


You can also see how the customers interact with your digital marketing campaigns and product pages before buying your products.


You can apply data analytics to digital marketing to see the complete customer lifecycle, including:


  • The customers’ awareness of your products or services
  • Interaction with your product page, company site, and sales funnel before making the purchase decision
  • The reasons for cart abandonment
  • Product features customers like the most


Creating complete customer profiles will help you better meet their demands, turning many of these customers into loyal advocates of your brand.


Recognize Customer Behavior

Data analytics can help digital marketers understand and predict behavior patterns. 


You can use these insights and predictions to adjust your digital marketing strategies and campaigns to respond to your target audiences’ needs. This will help your business convert more leads into paying customers, increasing the overall ROI.


For example, you can track how your leads and customers are interacting with your ads, services, and products on different online platforms.


Greater engagement often results in more sales.


Devise New Product Features, Marketing Strategies, and Revenue Streams

Data analytics can help you collect accurate data on customer preferences, giving you more room to experiment with the customer acquisition process.


You can add new product features, optimize your marketing strategies, or develop new products based on concrete data instead of guesswork.


This will eventually help your company open new revenue streams.


Align Product Features and Marketing Campaigns with Customer Expectations

With accurate insights into customer expectations, you can align the product features and the digital marketing campaigns to meet customers’ needs better.


This will lead to better conversion rates, more sales, reduced churn rates, and increased brand loyalty.


Monitor the Performance of Digital Marketing Campaigns

Data analytical tools will help you monitor your digital marketing campaigns in real-time. 


This means you can see accurate performance metrics live and use them to help your business refine its marketing strategies and campaigns.


It will help you monitor how your campaigns affect your business site’s online traffic and what impact the different marketing channels have on customer behavior.


This way, data analytics can help digital marketers develop data-driven strategies, improve campaign efficiency, and increase ROI in the long run.



Data analytics is a critical skill that greatly helps digital marketers do their jobs more efficiently.


Of course, you can still become a capable digital marketer even without data analytics.


However, learning this skill will surely make your job easier by:


  • Helping you create better marketing strategies 
  • Identifying customer needs faster
  • Increasing campaign ROI.


So, are you ready to try your hands on data analytics?

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