Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy

Abstract

The purpose of the study is to present a digital marketing data analytics model to analyze campaign efficacy and inform strategy based on website performance, social media metrics, email marketing performance, customer data for targeting and personalization, and customer journey analysis. This model defines campaign success criteria for strategy. A statistical analysis approach was used to analyze the data for the research. Data was gathered through a survey. This study analyzes demographic parameters descriptively using the structural equation model (SEM). From comprehensive surveys, 125 digital media and 115 online shop subjects responded. Sampled were 240 people. According to the findings, social media data, customer journey research, successful advertising, and informed approaches are highly correlated. Compared to the previous study, website performance evaluation does not match the marketing plan's success. The model's results can be used by any company that communicates with clients online. © 2023 by the authors; licensee Growing Science, Canada.