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• A Comprehensive Guide to Robust Digital Marketing Analytics

  15 novembre 2023, par Erin — Analytics Tips

  First impressions are everything. This is not only true for dating and job interviews but also for your digital marketing strategy. Like a poorly planned job application getting tossed in the “no thank you” pile, 38% of visitors to your website will stop engaging with your content if they find the layout unpleasant. Thankfully, digital marketers can access data that can be harnessed to optimise websites and turn those “no thank you’s” into “absolutely’s.”

  So, how can we transform raw data into valuable insights that pay off ? The key is web analytics tools that can help you make sense of it all while collecting data ethically. In this article, we’ll equip you with ways to take your digital marketing strategy to the next level with the power of web analytics.

  What are the different types of digital marketing analytics ?

  Digital marketing analytics are like a cipher into the complex behaviour of your buyers. Digital marketing analytics help collect, analyse and interpret data from any touchpoint you interact with your buyers online. Whether you’re trying to gauge the effectiveness of a new email marketing campaign or improve your mobile app layout, there’s a way for you to make use of the insights you gain.

  

  As we go through the eight commonly known types of digital marketing analytics, please note we’ll primarily focus on what falls under the umbrella of web analytics. 

  1. Web analytics help you better understand how users interact with your website. Good web analytics tools will help you understand user behaviour while securely handling user data. 
  2. Learn more about the effectiveness of your organisation’s social media platforms with social media analytics. Social media analytics include user engagement, post reach and audience demographics. 
  3. Email marketing analytics help you see how email campaigns are being engaged with.
  4. Search engine optimisation (SEO) analytics help you understand your website’s visibility in search engine results pages (SERPs). 
  5. Pay-per-click (PPC) or campaign analytics measure the performance of paid advertising campaigns.
  6. Content marketing analytics focus on how your content is performing with your audience. 
  7. Customer analytics helps organisations identify and examine buyer behaviour to retain the biggest spenders. 
  8. Mobile app analytics track user interactions within mobile applications. 

  Choosing which digital marketing analytics tools are the best fit for your organisation is not an easy task. When making these decisions, it’s critical to remember the ethical implications of data collection. Although data insights can be invaluable to your organisation, they won’t be of much use if you lose the trust of your users. 

  Tips and best practices for developing robust digital marketing analytics 

  So, what separates top-notch, robust digital marketing analytics from the rest ? We’ve already touched on it, but a big part involves respecting user privacy and ethically handling data. Data security should be on your list of priorities, alongside conversion rate optimisation when developing a digital marketing strategy. In this section, we will examine best practices for using digital marketing analytics while retaining user trust.

  

  Clear objectives

  Before comparing digital marketing analytics tools, you should define clear and measurable goals. Try asking yourself what you need your digital marketing analytics strategy to accomplish. Do you want to improve conversion rates while remaining data compliant ? Maybe you’ve noticed users are not engaging with your platform and want to fix that. Save yourself time and energy by focusing on the most relevant pain points and areas of improvement.

  Choose the right tools for the job

  Don’t just base your decision on what other people tell you. Take the tool for a test drive — free trials allow you to test features and user interfaces and learn more about the platform before committing. When choosing digital marketing analytics tools, look for ones that ensure data accuracy as well as compliance with privacy laws like GDPR.

  Don’t overlook data compliance

  GDPR ensures organisations prioritise data protection and privacy. You could be fined up to €20 million, or 4% of the previous year’s revenue for violations. Without data compliance practices, you can say goodbye to the time and money spent on digital marketing strategies. 

  Don’t sacrifice data quality and accuracy

  Inaccurate and low-quality data can taint your analysis, making it hard to glean valuable insights from your digital marketing analytics efforts. Many analytics tools only show sampled data or use AI and ML to fill data gaps, potentially compromising the accuracy and completeness of your analytics. 

  When your analytics are based on incomplete or inaccurate data, it’s like trying to assemble a puzzle with missing pieces—you might get a glimpse of the whole picture, but it’s never quite clear. Accurate data isn’t just helpful—it’s the backbone of smart marketing strategies. It lets you make confident decisions and enables precise targeting for greater impact.

  Communicate your findings

  Having insights is one thing ; effectively communicating complex data findings is just as important. Customise dashboards to display key metrics aligned with your objectives. Make sure to automate reports, allowing stakeholders to stay updated without manual intervention. 

  Understand the user journey

  To optimise your conversion rates, you need to understand the user journey. Start by analysing visitors interactions with your website — this will help you identify conversion bottlenecks in your sales or lead generation processes. Implement A/B testing for landing page optimisation, refining elements like call-to-action buttons or copy, and leverage Form Analytics to make informed, data-driven improvements to your forms.

  Continuous improvement

  Learn from the data insights you gain, and iterate your marketing strategies based on the findings. Stay updated with evolving web analytics trends and technologies to leverage new growth opportunities. 

  Why you need web analytics to support your digital marketing analytics toolbox

  You wouldn’t set out on a roadtrip without a map, right ? Digital marketing analytics without insights into how users interact with your website are just as useless. Used ethically, web analytics tools can be an invaluable addition to your digital marketing analytics toolbox. 

  The data collected via web analytics reveals user interactions with your website. These could include anything from how long visitors stay on your page to their actions while browsing your website. Web analytics tools help you gather and understand this data so you can better understand buyer preferences. It’s like a domino effect : the more you understand your buyers and user behaviour, the better you can assess the effectiveness of your digital content and campaigns. 

  Web analytics reveal user behaviour, highlighting navigation patterns and drop-off points. Understanding these patterns helps you refine website layout and content, improving engagement and conversions for a seamless user experience.

  

  Concrete CMS harnessed the power of web analytics, specifically Matomo’s Form Analytics, to uncover crucial insights within their user onboarding process. Their data revealed a significant issue : the “address” input field was causing visitors to drop off and not complete the form, severely impacting the overall onboarding experience and conversion rate.

  Armed with these insights, Concrete CMS made targeted optimisations to the form, resulting in a substantial transformation. By addressing the specific issue identified through Form Analytics, they achieved an impressive outcome – a threefold increase in lead generation.

  This case is a great example of how web analytics can uncover customer needs and preferences and positively impact conversion rates. 

  Ethical implications of digital marketing analytics

  As we’ve touched on, digital marketing analytics are a powerful tool to help better understand online user behaviour. With great power comes great responsibility, however, and it’s a legal and ethical obligation for organisations to protect individual privacy rights. Let’s get into the benefits of practising ethical digital marketing analytics and the potential risks of not respecting user privacy : 

  • If someone uses your digital platform and then opens their email one day to find it filled with random targeted ad campaigns, they won’t be happy. Avoid losing user trust — and facing a potential lawsuit — by informing users what their data will be used for. Give them the option to consent to opt-in or opt-out of letting you use their personal information. If users are also assured you’ll safeguard personal information against unauthorised access, they’ll be more likely to trust you to handle their data securely.
  • Protecting data against breaches means investing in technology that will let you end-to-end encrypt and securely store data. Other important data-security best practices include access control, backing up data regularly and network and physical security of assets.

  A fine line separates digital marketing analytics and misusing user data — many companies have gotten into big trouble for crossing it. (By big trouble, we mean millions of dollars in fines.) When it comes to digital marketing analytics, you should never cut corners when it comes to user privacy and data security. This balance involves understanding what data can be collected and what should be collected and respecting user boundaries and preferences.

  

  Learn more 

  We discussed a lot of facets of digital marketing analytics, namely how to develop a robust digital marketing strategy while prioritising data compliance. With Matomo, you can protect user data and respect user privacy while gaining invaluable insights into user behaviour with 100% accurate data. Save your organisation time and money by investing in a web analytics solution that gives you the best of both worlds. 

  If you’re ready to begin using ethical and robust digital marketing analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.

• Evolution #3926 : Remplacement de safehtml par le plug htmlpurifier ou autre

  14 janvier 2019, par Guillaume Fahrner

  Sorry je n’avais pas vu ce message :

  cedric - a écrit :

  Depuis https://core.spip.net/projects/spip/repository/revisions/24131 le plugin HTMLPurifier est fonctionel sans nécessiter de patch dans le core ?

  Malheureusement si : il reste une surcharge de la fonction propre() via inc/texte.php. Elle est utilisée pour réaliser la protection HTML via echappe_html() AVANT le 1er filtrage de sécurité via echapper_html_suspect(). Un deuxième est réalisé via echappe_retour_modeles($t, $interdire_script) ou $interdire_script est vrai en espacé privé ou si le mode parano actif et faux sinon. (Je n’ai pas su faire autrement, mais il y a peut être une astuce a trouver.)

  Je ne sais pas si tu considères que c’est le core mais une surchage des règles YAML de textwheel est également réalisé afin que l’on envoi bien tout qui doit l’être dans les filtres de sécurité.

  Donc non pas de modification du core nécessaire pour que le plugin fonctionne. A voir si ces surcharges mériterais une "intégration directe" future.

  on est bon et on peut release tel quel en indiquant que le plugin htmlpurifier est disponible pour tests et se laisser le temps ?

  A mon avis oui. Pour rappel : le mode parano est actuellement inutilisable avec l’actuel safehtml(). Du coup ça peut être une approche pour l’intégrer/le tester au fil de l’eau : commencé par les gens qui utilisent le mode parano en leur recommandant chaudement/forcant ce plugin.

  Ci dessous la liste des plugins que j’utilise sans problème hors textwheel/todo (cf https://core.spip.net/issues/4254) avec htmlPurifier :

  Abonnements 3.3.6 - stable
  Agenda 3.26.0 - stable
  API de vérification 1.8.1 - stable
  API Prix 0.1.16 - dev
  Article PDF 1.0.10 - stable
  Autorité 0.10.20 - stable
  Banque&paiement 3.6.7 - stable
  Cache Cool 0.5.4 - stable
  Challenge Hacking 1.0.0 - stable
  Champs Extras 3.11.7 - stable
  Chatbox 1.0.5 - stable
  Coloration Code 99 - stable
  Commandes 1.15.5 - stable
  Compositions 3.7.3 - stable
  Crayons 1.26.18 - stable
  CTF all the day 1.0.0 - stable
  Facteur 3.6.2 - stable
  Formulaire de contact avancé 0.16.5 - stable
  Frimousses 1.5.1 - stable
  GIS 4.44.24 - stable
  HTML Purifier 5.0.0.1 - test
  iCalendar 0.4.5 - test
  Import ics 4.4.3 - stable
  Imprimer document 0.2.2 - stable
  LangOnet 1.4.6 - stable
  MailShot 1.27.3 - stable
  MailSubscribers 2.11.3 - stable
  Markdown 1.0.2 - test
  Messagerie 3.1.8 - test
  Mini Calendrier 2.4.1 - stable
  Mot de passe dès l’inscription 1.0.19 - stable
  Newsletters 1.6.0 - stable
  Nombres de visiteurs connectés 0.2.3 - stable
  NoSPAM 1.5.18 - stable
  Notation 2.4.2 - test
  Notifications 3.6.8 - stable
  Notifications avancées 0.4.2 - test
  Pages 1.3.7 - stable
  Pre & Code 99 - test
  Saisies pour formulaires 3.11.1 - stable
  Social tags 1.1.1 - stable
  SPIP Bonux 3.4.6 - stable
  Tip A Friend 1.6.9 - stable
  Todo 2.2.1 - stable
  Traduction entre rubriques 3.1.3 - stable
  YAML 1.5.4 - stable

  Je pense que si on doit intégrer le plugin ça sera sur la version dev 3.3, pas sur la version stable, et ça va demander de prendre le temps de voir toutes les modifs et les impacts éventuels que tu n’aurais pas vu ou auxquelles tu n’aurais pas pensé.

  Clairement je pense me faire insulter :-) Je suis prêt ^^ Plus sérieusement il faut absolument tester/restester/reretester. J’ai tenté de faire au mieux mais je ne peux pas revoir tout le code HTML généré par les plugins... Au moindre écart de conformité HTML ca ne passera pas. Le bug https://core.spip.net/issues/4254 en est un bon exemple : avec htmlpurifier l’élément

  est supprimé ; avec "safehtml() standard" le code invalide est conservé et c’est le navigateur qui va corriger.

  Il faut voir les bons cotés : cela force les bonnes pratiques, met SPIP au plus haut niveau du standard (Drupal fait moins bien), aide a identifier des bugs et ce qui passe dans propre() sera obligatoirement valide. C’est aussi a terme moins de problèmes d’injection XSS a traiter pour la team.

  Sur la fonction de survol des logos le sujet reste ouvert ? On est en effet d’accord que cette écriture est obsolète et devrait être revue de toute façon, mais c’est donc un point à traiter dans le core le cas échéant

  Euh je comprend pas, faut-il intégrer le patch des puces de statut dans ce plugin ? Je pensais plus coder le truc """proprement""" avec un JS dans le directement dans /prive/. A décolérer complètement à mon sens.

  Encore merci pour le temps que tu y passes :)

• Revision 30993 : on force les dernières versions, notamment pour bonux, sinon ça crée des ...

  18 août 2009, par vincent@… — Log

  on force les dernières versions, notamment pour bonux, sinon ça crée des gros bugs