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So let's talk a little bit about data analytics.

Analytics is an extremely important platform to use as a marketer but

obviously data will help you to determine numerous factors for your campaign.

It helps you get an understanding of maybe how effective your marketing

campaign can be, it could even justify the cost of the marketing campaign

as well. By presenting data you can say, it worked.

A very important marketing metric to look at is click through rate.

Now click through rate is calculated by the amount of times a link

is clicked by how many times it's actually seen.

This is particularly important when you do something called

pay-per-click campaigns via Google AdWords, for example.

This gives you a really idea of how either how well your campaign is

working and also whether or not the audience is there - are you

attracting the audience.

There are problems with click through rate, although it's a great metric there

are issues with it and that could be that the click through rate could be manipulated

somehow by competitors - they see your advert and they click on it,

that could be called a bad or spammy link.

The problem here is that you can't always determine 1. How many clicks

are genuine, but also then you've got to question the quality of the click through

as well.

You might get loads of clicks through your campaign but actually the

quality of these people coming through or the quality of customer

might be quite low.

So that's one of the things that you have to bear in mind with CTR's.

As an example in relation to click through rate it may be that you are running

a Twitter campaign, and therefore, in order to measure people going from

your Twitter account to your website you have decided to use something like

Bitly - this is a URL shortening tool that has some tracking code in the

link that it creates for you.

You are able to see who clicks on the link and where they have come from

- usually it's Twitter unless people have shared the link around.

The problem with this is that although they are usually accurate, they are not

always accurate and the other issue is that the quality of traffic

might not be great from Twitter, and therefore, what you have is then you could

then encourage a higher bounce rate.

Higher bounce rates basically mean that someone lands on your web page,

your not servicing the question or the query that they have so then

they disappear straight off your website back onto Google somewhere else.

This can have an impact (long term) on your SEO performance for that website or

digital asset that you might have.