There are many questions that crowd the mind of the web marketing consultant when he begins to develop a new strategy. And yes, many answers are out there waiting for him, amidst rivers of data. His task is therefore to identify that information, put it together and interpret it correctly .
But what information?
Well, information about the customer, their products and services, their usefulness of self employed database competitors, and their audience. What words do people use to search for the customer's products online? What search terms do competitors use? There are tons of questions like these.
What are users searching for online?
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Let's see, for example, what aspects a marketing consultant pays attention to when analyzing data relating to his client. He will first analyze the website, if present, in order to make the necessary improvements. He will take into consideration its usability , its performance , SEO optimization , the quality of the content and the design . Then he will move on to the client's online presence, through social networks, examining the client's 'external' online actions as well as its reputation, that is, analyzing what the public says and thinks about that brand. As regards social networks, he will evaluate the level of engagement - better, the engagement rate - by correlating views, shares, likes, comments and so on.
With the same commitment, then, we will dedicate ourselves to the analysis of competitor data . But what tools can be used for data analysis in view of setting up the marketing strategy?