The world of business continues to get increasingly complex. Consumer preferences are changing fast, and the brands that can keep up with these demands have the best chance at long-term success.
Artificial intelligence (AI) technologies have been instrumental in helping businesses transform every aspect of their operations. AI impacts everything from the way we communicate to how we get things done. When it comes to digital marketing, AI is also being used to improve accuracy and save time with your web analytics.
When most people think of AI, they picture self-driving cars and chess-playing computers. Those are fair examples of AI, but there’s more. According to SAS, AI makes it possible for computers to perform human-like tasks by learning from experience and adjusting to new inputs.
Computers using AI rely heavily on natural language processing and deep learning. They use these technologies to self-train and accomplish specific tasks such as processing large amounts of data and recognizing data patterns.
Most web analytics tools “track” website activity by inserting a snippet of code on the page. Using this code, also referred to as a “tag,” an analytics tool can count clicks on a link, website visitors, and various types of user behavior. Analytics can also collect data such as device type, location, and browser type.
Some web analytics services can also use cookies to determine whether visitors are first-time or repeat visitors. But these tools can produce varying results because some people delete cookies or block their tracking.
As you can see, there are various ways to collect data about your website’s visitors. The challenge is turning raw data into useful insights. Fortunately, AI is making it possible to capture the full value of the data your business already has at its fingertips.
Here are some of the ways AI can improve your web analytics and your digital marketing efforts.
One of the strengths of AI is its ability to make predictions based on the analysis of large datasets. You can leverage AI to produce detailed customer personas based on demographics, interests, and psychographics and then predict what that audience wants. You can also analyze your competitors and figure out what they are going to do next.
Wouldn’t it be great to be able to analyze all of the data you produce and collect in one place? AI can accomplish this with ease. These systems can convert data from disparate sources into a unified format. That data then becomes more useful in detailed analysis and making decisions about the business.
You can significantly improve website engagement with customized content and personalized product recommendations. One report reveals that 92% of online shoppers are influenced to buy with a personalized shopping cart, and 85% are influenced by personalized home page promotions.
Machine learning and AI technologies are key components to accessing large stores of customer data to create the personalized experiences. During or after a shopping session, consumers get personalized offers, deals, emails, texts, and more.
Companies collect a ton of data just from their website traffic. Some of this is personal data like purchase histories, contact information, and even social security numbers. But, until recently, some organizations have not treated that data with the level of governance it requires.
Incorporating AI in your website tracking systems can help your business protect that sensitive consumer data. This builds consumer trust and reduces the opportunities for expensive data breaches.
Images are vital to the way your brand connects with people. Research shows that people remember 80% of what they see but just 20% of what they read. The images you use are a powerful way to illustrate stories, increase engagement, and showcase products and services.
But images can also slow down your website and impact the user experience. AI can analyze your website’s images and give you optimization tips based on customer reactions and the impact that images have on your site’s performance.
Google processes trillions of searches annually. If your website isn’t optimized for the appropriate search queries, you’ll have a difficult time showing up in the organic results for those terms.
AI-based web analytics and machine learning tools can identify any website issues that are impacting your search engine rankings. Even better, AI can provide you with valuable feedback to help you improve your results.
It costs about five times more to acquire new customers than to retain your existing ones. This figure suggests that customer churn is a costly problem for your business, and it can also hurt your company’s reputation.
Fortunately, AI is capable of analyzing your customer interactions to figure out why customers are leaving so that you can make changes. This valuable predictive analysis can be set up so that you get automated warnings when a customer is in danger of walking away.
Chatbots are AI-powered solutions that analyze user behavior and questions and then deliver responses based on behavioral cues and language. About 75% of the companies that use chatbots report a 10% or greater boost in customer satisfaction.
These chatbots can also leverage the massive amount of data your business collects to improve customer interactions. Website visitors have come to appreciate the real-time support they receive, and these tools are another source of valuable leads and information for businesses.
Succeeding in business today is largely dependent on your ability to create brand awareness online and improve the customer journey. Using AI technology and tools makes perfect sense as a way to analyze visitor data and take your analytics to the next level.
At Connection Model, we understand the need to combine digital marketing efficiency with results. There are a number of AI tools available, and we’ll help you leverage the right ones to advance your digital marketing strategy.
Contact us today to learn more about our services.