Pierre DeBois is the founder of Zimana, a small business digital analytics consultancy. 

He contends that companies can optimize their campaigns and operations through a strategic commitment to advanced digital analytics.

Done right, with a focused strategy in mind, the data gathered from can help companies reveal relationships between specific customer personas and help companies effectively tailor its marketing.

CMSWire talked to DeBois at the DX Summit in Chicago.

Measure and Assess Your Marketing

"The reason it's important for marketers to have a handle on digital analytics is because without it, there's no way to audit or assess how well your marketing and engagement is leading to customers who like your brand, who are purchasing a product or service, or who are engaging with you in any way, shape or form.

"We're in a world now where analytics is one of the best ways of growing your business. We have great examples out there of businesses that are learning how to manage their marketing through analytics — and that won't abate any time soon.

"A company called Venture Beat mentioned that over the next three years spending would increase a whopping 43 percent.

"So that means that there's probably going to be more and more investment — not only for your competitors but also for your company — in terms of making analytics works.

"The most important aspect of digital analytics is to understand the quality of traffic that you're receiving. Many businesses are stuck with the idea of measuring the volume of traffic coming to my website or, these days, 'what is the volume of users I'm getting from my app.'

"And it's really not just about volume. It's about nuance. It's about understanding the right segment that matches your objectives, that really matches your company in terms of media branding or, in terms of the target, understanding the target you have for your product or service.

"So it's understanding very basic pieces, ranging from age range to the identity of the customer. Those are very, very important.

"Within Google Analytics, you can also set goals, or set certain events or functions within a website to tie into an objective. Understanding the objective is probably the most important piece — it will help you understand which reports are the most important, not only to you but to your managers as well."