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The Evolution of Digital Marketing Analytics & How a Master’s Degree Can Help

The advent of digital advertising began barely 30 years ago. 

Since then, the digital advertising world has changed dramatically. One of the emerging, and most important, facets of digital marketing is analytics. 

Digital marketing analytics can be defined as measuring, tracking, and analyzing digital marketing campaign performance to help drive marketing decisions.

How It Began

The first clickable digital marketing advertising website banner went live in 1993, followed by Google in 1998. The first major increase in search traffic was in 2006 when search engine traffic was reported to have grown to 6.4 billion in one month. 

Today, nearly 90 billion people visit Google each month. 

In the early 2000s, digital marketing really began its drastic growth into what it is today when the internet became more interactive. People became more engaged, interacting with websites and each other more than ever as social networking sites began to emerge. MySpace was the first social networking site to manifest, followed closely by Facebook. Digital marketers took hold of these social networking sites and a new form of digital marketing began, influenced heavily by analytics. 

How It’s Evolved

Alongside the beginnings of social media, cookies became an important milestone in digital marketing analytics’s history. Cookies enable marketers to track browsing habits and other user data. Using this data enables marketers to find insights for intelligently targeting ideal clients, identifying multiple phases of a client journey and capitalizing on the best cross-channel messages. 

What Customers Expect Today

Today’s clients and prospects expect responsive communications and personalized service, all served directly to them in the marketing and communications channels in which they are already comfortable. Strong marketing analytics enables you to segment audiences into very specific, nearly individualized groups, providing tailored service. 

By being savvy in digital marketing analytics, marketing professionals today can improve efficiency and increase the bottom line by reaching possible customers at every stage of their client journey. You can learn what messages resonate with your prospects and make your customer the central part of your story. You can develop products tailored to your client base and can communicate with prospects and clients the way they want to be reached, building customer loyalty. 

Concentrating on digital marketing analytics will be a big part of future marketing roles. The Global Digital Advertising and Marketing Market is projected to reach nearly $786.2 Billion by 2026. 

What Analytics Can Include

Digital marketing analytics can include location-based geo-targeting, real-time usage reporting, automation communications, AI responses and many other layers of personalization. 

Specific forms of analysis used in digital marketing can include: 

  • Descriptive analytics: Examining data, usually manually, to understand what happened. Business intelligence and visualization of data can be used in this technique. 
  • Predictive analytics: Advanced analytics examines data to help predict what might happen. This is likely to use regression analysis, forecasting, and predictive modeling. 
  • Prescriptive analytics: Advanced analytics reviewing data to discover what should be done. This may involve complex event processing, simulating encounters or using recommendation engines. 

These different methods and expertise are each featured in the MS in Digital Marketing Analytics degree from Montclair State University. The program features robust dives into different approaches and skillsets within digital marketing analytics that professionals within marketing and business leadership can use to enhance their careers. 

Challenges of Marketing Analytics

Today, there are many tools and programs available to supplement the work of a digital marketing analyst, but not necessarily clean integration between tools. This will continue to prove challenging. 

Knowing why you are reviewing the data you have is important, as the quality of data is key. Verifying its accuracy will help you effectively measure what you are focusing on in digital marketing. 

Communication is also paramount – it may be easy for someone with advanced training in digital marketing analysis, to comprehend the scale and complexity of today’s analysis needs. Learning to translate that information and complexities to others can help you shine. 

Staying at the Forefront

Digital marketing analytics continues to shift rapidly. User behavior will continue to change, privacy laws may continue to be formed and even the Google algorithm is modified regularly. We are likely to see adjusting trends including algorithmic solutions as well as evolution in the marketing landscape with new additions to media, platforms and devices. Data sources will likely continue to fragment, lacking consistency in formats and naming conventions, and there will continue to be discussions on quantifying marketing ROI on the bottom line. 

In the future, those who work in marketing, data analysis and communications will need to:

  • Come with expertise in multiple marketing channels and systems, able to both understand and optimize performance across many platforms and data systems. 
  • Be comfortable with technical insights, able to extract information from unstructured data points and perform their own analysis
  • Confidently analyze fragmented, complex, and detailed data sets using both computational and statistical methods. 
  • Leverage technology to perform analysis, creating as many efficiencies as possible. 
  • Bring a strategic mindset, demonstrating how marketing tactics have an impact throughout a company. 

The goal will remain to generate insights to help you better understand your customer and prospects, continually learning more to adjust your technique. 

To approach these challenges in marketing and enhance your career, a master’s degree in digital marketing analytics from Montclair State University can ensure you thrive. At Montclair State University, we keep an eye on the future of analytics, ensuring that our students are prepared for anything they may encounter. 

Learn more about the program today by visiting our program page or giving our Student Recruitment Manager a call at (974)655-6015.

Contact Information


Toby Burris
Montclair State University
Student Recruitment Manager

973-655-6015
onlinemba@mail.montclair.edu

Do you have questions about the online MBA? You may find it helpful to watch a webinar hosted by Student Recruitment Manager, Toby Burris.

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