The role of analytics in digital marketing campaigns is significant. Without it, campaigns fail to gain an accurate grasp of performance, resulting in missed opportunities to improve and optimize results. To support this role, many businesses have turned to advanced Microsoft Excel skills, enabling more accurate and in-depth analysis of large data sets.
Microsoft Excel is one of the most commonly used tools in business and marketing, due to its versatility and scalability. It is a fantastic tool for data analysis, presenting the possibility of millions of records – or large volumes of data – to be efficiently scrutinized. While other software can provide similar functionality, few can match the simplicity, versatility, and sheer convenience of Excel. For these reasons, many businesses from across the globe have turned to this tool to provide the analytics they require for their email marketing campaigns.
How has Excel changed the game?
Excel is a tool that has evolved alongside the industry. While it started as a simple spreadsheet solution for small businesses, it has since become so much more. The power of modern Excel lies in its ability to connect to databases, present complex sets of data in a visual fashion, and perform numerous calculations and analyses – all from a single spreadsheet. These features make a massive difference and provide detailed insights that would’ve taken a team of professionals a long time to gather manually. With the sheer volume of data that can be analyzed and the speed at which information can be retrieved, modern Excel provides the capability to stay ahead of the analytics curve.
Analytics in Digital Marketing
The analytics carried out for an email marketing campaign can take many forms. While a simple deliverability analysis might include checking the server’s anti-spam score, more in-depth analysis can be carried out by considering a variety of factors, including:
- Click-through rate
- Shared content and email digitals (e.g., Facebook, Twitter, etc.)
- Geolocation (i.e., the geographic location of the IP address from which the email is being sent)
- The number of emails opened, and the number that were clicked on
- The bounce rate (i.e., the percentage of emails that are undeliverable because they were not configured in the right way for the recipient’s email provider)
- The timeliness of clicks (i.e., how long does it take for people to click on an email after they’ve received it)
Each of these calculations, and the insights they provide, play a crucial role in improving the performance of a digital marketing campaign. However, the volume of data that needs to be inspected means that advanced Excel skills are required to ensure the analysis is precise and, above all, carried out efficiently. Once this is done, it opens the door for a business to formulate informed decisions regarding future campaigns – decisions that might’ve previously been made on a purely anecdotal basis.
Preparing for the Role
If you’re looking to get into the role of analytics either currently or in the near future, there is no better preparation than the job you’re doing already. The more you know, the better your understanding of the role will be when you step into it. In terms of skills, it’s important to have a good working knowledge of Excel. In addition to this, you’ll need to have an understanding of how businesses work and an aptitude for thinking analytically. If you meet these prerequisites, you’re well on your way to fulfilling one of the most in-demand roles in digital marketing.