Miguel Castillo-Clark

Major  🔑  Alert:  KPI's in 2017 Key Performance Indicators are essential to growing your business and brand. Monitoring these metrics will allow one to keep track of how your audience is reacting to your digital presence. What has worked in the past may not necessarily work now. So it is important to keep up to date with the latest and greatest indicators.  Navigation Paths and Popular Pages Knowing and analyzing navigation paths that your audience takes can show you where to optimize, what pages/content are popular, and what are the exit pages.  Popular pages let the content creators what is popular and resonating with their audience. Through this analysis, one can track the effectiveness of content creation. Exit pages show where customers drop off in the sales funnel as well as where to further optimize the site.  Conversion Rates Emphasis on conversion rates and achieving goals is 🔑.  The average conversion rate is around 2%,...

In this day and age, analytics takes an enormous role in the customer-company relationship. The ability to sift, organize, and analyze data has and will continue to be a trend in digital marketing. Benefits such as brand development, goal/campaign monitoring, and improvement of content are possible with diligent evaluation of metrics.  This is why I have chosen to certify in Google Analytics through my internship with SPARK Ann Arbor. The fact that I will be able to see what the website visitors like and don't is like being able to read their minds (well, somewhat). With experience, I will be able to identify buyer personas within the company's niche through analysis of demographics, preferred digital channels, and interests. Ability to see what web pages have the lowest bounce rate, highest session duration, and similar metrics will show me what is popular with the customers. Through this, I will be able to advise the company on what content is popular and how to bett...