Role of Data & Analytics in Marketing Australian Businesses

Data is the key to your business’s success. Having the latest, relevant and informational data can help you understand your business environment and analyze your competitors. Information is the most important aspect when it comes to the future planning of your business activities.

With the correct amount of data, you can predict your customers’ behavior and upcoming trends. This will help you in becoming the leading brand that tracks and completes the wishes and desires of its customers. With the internet at our beck and call, we have more data than ever before. Still, according to Invoca, 87% of marketers believe data to be their most under-utilized asset of their businesses. Having it is highly important as it is found that companies who use data-driven strategies are known to produce 5 to 8 times the ROI that the companies who do, as per Invesp.

Having data can’t do everything. Unless and until you have the tools to utilize it, it is simply irrelevant words and figures. To do this, you need to understand the importance of marketing analytics. It helps you in analyzing your past and current projects and prepare for your future campaigns. By analyzing your situation, you can keep track of all your activities and check whether they are working as per your requirements.

With this technique, you can convert your raw data into something much more useful. You can understand the ups and downs of ROI and act accordingly. Marketing analytics provides you with tools that will help you in the planning, management, and evaluation of your efforts in order to maximize ROI. Having this in your strategy will benefit you in the long run and it will help you analyze your projects. You can also analyze your customer profiles and demographic trends and continue to remain among the leading brands.

Now, before moving ahead, you must understand the meaning of Data, Analytics, and Marketing Analytics for a better understanding of this data. In this blog, we will talk about the importance of having data and data analysis. Further ahead, we will discuss some tools of Data Analytics and how to collect data for further decision-making.

Importance of Data Analytics in Digital Marketing

This is a technique that uses mathematics, statistics, and machine learning to provide you with relevant intel by finding meaningful patterns in provided data. It is also known as Data Analytics and involves analyzing massive data sets and providing intel that discloses information regarding trends and cultures. Every business, whether traditional or modern, uses this method to keep track of its business environment.

In digital marketing, it is a very important step as it has the power to safely land all your business campaigns with minimum turbulence. It has huge benefits as it improves your efficiency and productivity, helps you in making more effective decisions faster, gives insights into your financial performance and more. With this being such a huge aspect, 95% of businesses have found managing unstructured data an issue. This indicates the importance of current and latest tools to stop yourself from being overwhelmed.

Why Is Data Essential to Marketing?

Any informational points gathered about your audience, your business, current trends, and past strategies with the sole purpose of the betterment of your business plans is known as data. It can be in any form. For instance, you can have Demographic data (age, gender, income, education etc of your customers), Customer contact information (contact details, social media accounts, etc.), IP address information, and more.

Whether you are knowingly collecting data or unknowingly, if you have been operating digitally, you have already started collecting data. On an average, an individual generates 1.7 MB of data per second, as per Zippia. The only thing left is to understand what is important and delete what is irrelevant.

Types of Data for Australian Businesses

Customer Demographics

Customer Demographics are an endless number of variables that can be used by your business for marketing and product design. This includes age, gender, ethnicity, household income level, level of education, marital status, geographic location, home ownership, occupation, employment status, hobbies, number of children in the household, etc.

Having the above-mentioned information is very important for customer segmentation. Customer Segmentation refers to dividing your customer base in respect of having similar attributes. It is important for better allocation of resources, and it also increases your chances of survival in the market.

Customer Contact Information

This involves getting the names, Email Addresses, contact details and business names. This technique brings new leads and is generally quite easy to collect. Collecting and managing this data is very important as it means having contact with your customers for a long time. In order to have clean data, you must export, standardize, format, and verify all your information and use it for further collection of information.

Having this will help you know the demand of your customers. Your methods of collecting this data should be simple and completely legal. Make sure that you provide them with trustworthy services if you wish to gain loyal customers. This information can be collected through Surveys, Blog Activities, Customer orders, Social media and more.

IP Address Information

IP address, also known as an Internet Protocol address, is a unique serial number that is needed to identify individual devices and their interactions and keep track of their exchange of data. If you have fixed IP addresses of your customers, your business will not need to constantly check your customers’ login credentials. It provides a level of security and comfort to both brands and customers.

IP addresses can be understood as being digital guests. If you have IP administration, a digital guest list and it is in your hand if you wish to engage further or leave your site. Having them is beneficial as it provides your business with Secure remote access, Superior Reliability and Less Complexity.

Firmographic Data

Firmographic Data puts organizations as a whole. It involves gathering industry type, company size, annual expenditure and revenue, company reach, market trends, ownership style, and growth information.

It is similar to demographics, but instead of customer segmentation, firmographic data focuses on providing insights that are important for B2B marketing teams for future planning. It is important to have this data as it is mostly used to support audience segmentation, personalized content for potential clients, and provides information on relevant products and services.

It will help your business in understanding and uprooting your product problems based on your company’s size, location, and industry. It will also consider your annual expenditures and work towards minimizing your spending with maximum results in mind.

Website Traffic

Data that tells you about your Website Traffic is important for having comprehensive information and metrics of your business website. It will tell you about the number of visitors, users and clicks done by your customers. It also tells the duration of their visits and what they did while staying on your website.

Web Traffic Data can be collected with the help of internal sources (cookies, site analytics tools, browser fingerprinting) and external sources (web scraping tools, keyword research data and site analysis tools). Website traffic data will provide your answers to multiple questions, including, Does your website exist for your potential customers? What is your website creation date, expiration date and update dates? You can collect this data through numerous ways.

First, you need to know what you are looking for. You can also use Third-Party Tools and AI. Make sure to always respect your Users’ Privacy.

Propensity Data

Propensity Data is a statistical way used to collect information that predicts the happenings of a certain event taking place in the future. This is important for planning your future activities as the business environment plays an important role in a website’s success.

Digital Market is an ever-changing environment that consists of rapidly growing trends. Therefore, it is important to prepare for what comes next. Businesses use multiple propensity models to predict binary outcomes. It is not always important to know what comes next. It is also essential to know what will not be appearing in the near future and plan accordingly.

After using such techniques, you will have a propensity score that will tell you the probability of your customers’ actions. It can be achieved by analyzing your customers’ previous actions and interpreting their next move. This is highly beneficial as it provides you with customer behavior, possible future trends, time management and more.

Conversation Rates

Customer Rates tell you about the number of users that visited your site. The higher your conversion rates, the higher your content quality. It is calculated when a user responds to a call to action.

In other words, it is when your customers open your email, fill out your registration form, sign up on your website or buy a product. When they perform any such actions, they come into your CRM (Customer Relationship Management) system, where you get the chance to pay special attention to them.

It is important for them to be satisfied and go through the marketing funnel. To calculate this, you need to divide your total number of conversions by the total number of clicks your website receives, and you’ll find yourself with your conversion rate. As per Wordstream, 2.35% is the average website conversion rate.  According to Wordstream, the top 10% of websites have conversion rates of 11% or more.

What Are Some of the Tools Used for Data Analysis?

Data Analysis is a very important part of digital marketing. Learning to understand and use the collected data is highly beneficial. It will help you get better results and gain more customers. Here, we will talk about some of the tools you can use for Data Analysis, but before that, you need to know how to choose such tools.

First, understand the goal of your business. Your data analysis tool must match the needs of your company and keep track of your budget. Before taking a decision, consider your brand’s objectives and your product and service pricing.

  • Google Analytics: This platform collects all the data from your websites and mobile applications and creates reports that consist of relevant and useful insights regarding your business performance.

This software is free of cost; it automatically collects the data, develops customized reports, provides easy integration, and more. As of 2023, approximately 28.1 Million Websites trust this platform, as per Social Shepherd.

  • HubSpot: It is a popular CRM platform that has been helping companies create content with their customers. It is a one-stop solution if you wish to coordinate your marketing, web content, sales and operations.

It helps in day-to-day activities like social media posting, blogging and email marketing. With this, you can get User contact information, Activity tracking, Pipeline visibility, Syncing capability and more. Use it if you wish to get everything in one place and enjoy easy success-tracking techniques.

  • Salesforce: Salesforce is a popular cloud-based software that provides tools that help businesses get more opportunities, crack more deals, and have higher customer satisfaction. This CRM platform helps in managing your customer accounts, sales leads, customer support cases and more.

Services offered by Salesforce include SAAS (Software As A Service), PAAS (Platform As A Service), and IAAS (Infrastructure As A Service). It helps in time management, revenue enhancement, greater customer satisfaction, efficient planning, and trusted reports.

How to Use Data in Marketing Decision Making?

Marketing Analytics is the technique of studying and managing metrics data with the purpose of determining the ROI of your marketing efforts and keeping track of possible opportunities that might arise in the future. It is important to evaluate the effectiveness and success of your business campaigns, and it also helps you in collecting consumer insights and better ROI.

Marketing Analytics is important for both customers and businesses. With businesses, it provides a chance to achieve higher ROI on all your marketing investments and make your business a brand. On the other hand, it makes sure that all customers get to see targeted, personalized ads. It provides them with more choices and helps in decision-making. You can analyze your collected data through numerous methods.

Some popular analytics models include Media Mix Models (MMM), Multi-Touch Attribution (MTA), and Unified Marketing Measurement (UMM). Marketing Analytics has many benefits, and your business can use it for learning Product Intelligence, Customer Tastes and Preferences, Product Development Trends, Messaging and Media and more.


Business Analytics in Australia is a rapidly growing industry that provides many benefits to both the business and the Australian population. With the help of marketing analytics, your Australian Business can evaluate the performance of your business activities and provide improvement intel regarding its future.

Having data is equally important as data analysis. Having unused data cannot help your business as it is merely disposable information. Data analysis will help you understand the meaning of the data and ways to make the data useful.

You can use these techniques and procedures to interpret the upcoming trends and analyze the taste and preferences of your customers. With this, you can advertise your brand in a manner that will increase your website’s rankings. Learn about the products that are in demand and eliminate the factors that displease your customers.

Do not overexert your resources, and make sure to keep interacting with your customers. With the above-mentioned softwares, you can easily use the best way to comprehend useful data. Your business decision directly impacts your target audience. Keep their demands in mind while planning for future projects.

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