More Than Just Data

Web Analytics Blog

While Bing and Yahoo have been offering this feature for quite some time now, it wasn’t until very recently that Google finally made it possible for all advertisers to use demographic targeting over the Search Network. This meant that, until October of this year, there was simply no way to make sure your Search ads were targeting people within the right age and gender bucket. This was a serious shortcoming for Adwords advertisers, as nearly all businesses are age sensitive, and a lot of businesses are gender sensitive too.

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Retargeting seems to be acquiring more and more importance lately within the digital marketing landscape. So much so that we now see companies such as AdRoll focusing almost exclusively on retargeting as their core business. The reason for that is pretty straightforward: impacting users who have already visited your website is a lot more cost effective than acquiring new traffic. Hence companies' growing interest in retargeting, who also see it as a great way for cross-selling their products and services to the right audience.

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While the robots we were promised by 20th century science-fiction writers haven’t quite made their way into our daily lives yet, the same can’t be said about digital robots, also known as bots. Unlike the helpful robot companions seen in Steven Spielberg’s A.I. film, malicious internet bots are the kind of artificial intelligences digital marketers would be better off not having to deal with.

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Digital analytics are fundamental to any business that is serious about having an online presence. This is an undisputed fact that most marketing directors are keen to embrace nowadays. But how much should a company be spending on digital analytics? Is your company spending the right amount of money on analysing its web traffic data?

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