So what's the big deal with analytics?

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 better optimize the site.

Over the course of this summer, I will be studying and applying my learning to pass the certification test!

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