Use analytics to improve the effectiveness of digital content
Overview
Digital content professionals apply skills in design, coding and multimedia editing, using a mix of technology tools and platforms to create and publish digital content, including layout, text and graphics to web pages and mobile applications.
This standard covers the analysis of digital content and web activity to improve the performance and effectiveness. of digital content. It includes an understanding of the factors influencing website performance and how to exploit analytics tools in site design.
Performance criteria
You must be able to:
Establish metrics to measure digital content marketing channel effectiveness
Develop a framework for reporting and improving key metrics
Configure and use analytic tools to track and monitor metrics
Perform website visitor analysis to optimise engagement and site usability
Analyse trends and report on metrics to inform performance improvement
Make recommendations to improve conversions and return on investment outcomes
Report outcomes against specific campaigns to identify effective approaches and identify actionable insights
Communicate key insights and obstacles to the team and broader company
- Remove or archive digital content that is redundant, outdated or no longer required
- Establish Key Performance Indicators (KPIs) to monitor and optimise the overall digital content strategy
Knowledge and Understanding
You need to know and understand:
- That site traffic levels are the fundamental criteria used for web analytics metrics
- The factors involved in selecting and configuring tools for monitoring metrics
- The role of web analytics to assess performance for digital marketing
- Web analytics data collection techniques, their impact on metrics, and their inherent limitations
- The common monitoring or analysis tasks and techniques used in web analytics
- The different types of software tools that are relevant to web analytics
- That web analytics insights can be used to support website design decisions, campaign optimisation, search analytics
- The purpose of having on-site and off-site analytical methods
- The sources of data related to web traffic and usage patterns
- The procedures to follow to audit content and navigation links to improve the user experience
- The importance of communicating with teams across the organisation