Digital Marketing Data! Everyone wants it, but how do you get it and what do you even do with it? There are truly many rabbit holes you can go down when it comes to analyzing digital marketing’s data, but just understanding the basics can really help you use your time, money and online marketing more efficiently and effectively.
The foundation of all your marketing material should always come down to who your audience is. This should be specific and realistic. A great place to start, if you already have an online presence for your work, company or production, is to look at your social media demographic data. Let’s go for it!
Every social media platform will have a way of sharing the data of your platform and content. Although, of course, finding this data is different on each platform and even on different devices. This can be a process, so set aside some time to sit down and thoroughly google/dig around your various accounts for any information you can find that tracks your engagement. Have a seperate excel or word document open to copy/paste information into!
Instagram in particular, which has heavy millennial use, may require a switch from a personal to ‘business’ or ‘creator’ account. This is very simple, can be done in the app and can be reversed any time.
This is the people that follow you a little bit of their behavior.
Followers/subscribers: How many people are following you or subscribed to your content. If you don’t have that many don’t worry! Its not always the number of followers you have, it’s how engaged they are!
Age: This is often shown in categories such as under 18, 18-25, 25-35, 45+.
Gender: This will show you how your followers are divided up into genders. While some platforms have begun showing data of people who are not represented in the binary male & female data set, not all do. Therefore if your target audience are non-binary or gender diverse people, this may not be the most reliable data to refer to.
Location: Where do your audience live! While you wont receive suburb specific, this will tell you how much of your social media audience lives in Melbourne, or Victoria generally, or Sydney, or New York or Antarctica (maybe)!
Active Times: Platforms that have an inbuilt scheduling program (instagram, facebook) will also provide data on when your following are most active, so what time the largest group of your followers are online. This can be helpful when choosing when to post.
This is the data that you can find when you make a post, reel, story or generally put something out onto the internet.
This is how many eyeballs watch your stuff, in the following categories
Views: Mainly used to refer to video content (Reels, Tik Toks etc.) this is how many times your video has been watched. This does not mean that your video has been watched from start to end this many times, but how many times someone has watched at least 1 second of your video.