Online marketing can benefit from the careful use of data. There is a huge amount of it to analyze, so businesses should focus on what is relevant to them. According to Search Engine Watch, 46 percent of Internet users post photo and video, for example. This kind of content and data on how users interact with it can give valuable insights into behavior. Much of it is created on social media, and most platforms offer ways to analyze it.
Aside from analysis, organizations can also produce content using data insights to elevate their online visibility. Whether in the form of videos or blog posts, data is important to use when developing a brand's presence on the Internet. Content production can be guided by data analysis, as well, with the two pursuits feeding into one another in order to create an ever more effective marketing strategy over time.
Some analytics training is important in using data, according to ClickZ. The plethora of available data will not be very beneficial to an organization that cannot analyze and therefore leverage it. If employees are not well-versed in online marketing metrics, a company should consider contacting an online marketing agency with experience in data analysis. Such an agency can make sense of both structured and unstructured data for its clients, and offer recommendations on what to do with the information it provides.