Data analysis

Definition

L'ata analysis refers to the process of exploring, organizing, interpreting and visualizing collected data in order to draw useful conclusions for decision-making. In the context of digital marketing, it enables us to understand user behavior, measure the performance of advertising campaigns, and optimize digital strategies.

Data analysis relies as much on technological tools as on a rigorous analytical approach. It has become essential for any company wishing to base its decisions on facts rather than intuition.


Types of data analyzed in digital marketing

Performance data

  • Clicks, impressions, conversions, cost per click (CPC), bounce rate

Audience data

  • Age, gender, location, interests, language

Behavioral data

  • Visited pages, session duration, user path

Transactional data

  • Purchases, average basket, basket abandonment rate

Advertising data

  • Ad performance on different platforms

Social data

  • Mentions, shares, comments on social networks


Data analysis objectives

  • Understand browsing and purchasing habits

  • Identify the most profitable marketing channels

  • Detecting obstacles to conversion

  • Make informed decisions about campaign optimization

  • Proving the return on investment (ROI) of digital efforts

Data analysis methodology

  1. Data collection

    • From various sources: website, advertising campaigns, social media, newsletters, etc.

    • Tools used: Google Analytics, Google Ads, Meta Business Suite, CRM, etc.

  2. Cleaning and organization

    • Eliminate unnecessary data, duplicates or errors

    • Structuring data to facilitate reading and interpretation

  3. Visualization

    • Dashboards, graphs, heat maps

    • Tools: Google Looker Studio, Tableau, Power BI

  4. Analysis proper

    • Comparison between periods, audience segments, channels

    • Calculation of performance indicators (KPIs)

  5. Recommendations

    • Concrete actions to be taken based on observed results

Commonly used tools

  • Google Analytics 4 (GA4 ): the central tool for analyzing website interactions

  • Google Looker Studio: creating visual and dynamic reports

  • Hotjar / Microsoft Clarity: user experience analysis (click maps, recordings)

  • CRM (e.g. HubSpot, Zoho): customer and sales data

  • Advertising platforms: Google Ads, Facebook Ads, LinkedIn Ads, etc.

The role of Media Planning

At Planning Media, data analysis is at the heart of all our recommendations. It guides :

  • Global digital strategy

  • Advertising optimization

  • Creative decisions

  • Prioritizing investments

Our team implements rigorous monitoring systems, interprets the results and suggests ways of continuous improvement, always adapted to the reality of the Quebec market.

We believe that numbers don't lie, but that they must be interpreted intelligently to deliver tangible results.

Concrete examples

Improve your online store's conversion rate

By analyzing visitors' behavior, we can discover that many abandon their shopping carts at the mobile payment stage. Improvements to this stage can then be prioritized.

Optimizing a Google Ads campaign

If an ad performs better in Laval than in Longueuil, it's possible to redistribute the budget accordingly to maximize conversions.

Better targeting of advertising efforts

By cross-referencing CRM and advertising data, we can identify the typical profile of a profitable customer, then adapt the targeting of future campaigns.


Best practices

  • Establish clear objectives before collecting data

  • Automate collection whenever possible, to limit errors

  • Compare over time, not just on a one-off basis

  • Take into account the context: season, local market, external campaigns

  • Document analyses to foster collaboration and the evolution of strategies

Limitations of data analysis

  • Data may be incomplete or biased (e.g., users refusing cookies)

  • Requires technical skills to properly interpret results

  • Too much data can lead to decision-making paralysis

  • Analysis is no substitute for creativity and strategic judgment

Data analysis and law 25

Since the Bill 25 has come into force in Quebec, companies must inform users about the use of their personal data and obtain their informed consent. This has a direct impact on the quality and quantity of data available for analysis.

Planning Media ensures that all data collection and analysis strategies comply with legal privacy requirements.

Conclusion

Data analysis is transforming the way companies make marketing decisions. It provides an in-depth understanding of what works (and what doesn't), and enables every dollar invested to be directed towards the most effective actions.

With Planning Média, you benefit from comprehensive support to transform your data into concrete, measurable and profitable actions. Our team will help you navigate this complex universe, make your data speak for itself, and put it to work for your digital growth.