Data analytics is the process of examining raw data to draw insights and make informed decisions. In digital marketing, it plays a critical role by providing valuable insights into audience behaviour, campaign performance, and overall business impact. In the era of Industry 4.0, where technology and automation are transforming industries, data-driven strategies have become essential for staying competitive. By analysing data, businesses can make smarter decisions, optimise marketing efforts, and improve ROI.

In my role as an SEO Manager, I used data analytics extensively to track and enhance website performance. Leveraging tools like Google Analytics, GA4, and Google Search Console, I analyzed traffic patterns, user behavior, and search rankings. This helped identify opportunities for improvement, allowing us to adjust strategies and boost overall digital marketing effectiveness.

Tools I use:

Google Analytics & GA4

A widely used tool to track website traffic, user behaviour, conversions, and campaign performance

Google Search Console

Helps monitor website performance in search engines, identifying issues and opportunities to improve SEO.

SEMRush

An all-in-one SEO and digital marketing tool for keyword research, competitor analysis, and tracking search engine rankings.

AHREFS

Another powerful SEO tool, mainly used for backlink analysis, keyword research, and competitor analysis.

Tableau

A data visualization tool that helps turn raw data into interactive, understandable reports and dashboards for easy analysis.

Microsoft & Google Office

Useful for organising data, performing calculations, creating visualisations, data analysis, making predictions, and identifying trends through formulas, pivot tables, and charts.