By: John Colovas

The gathering and use of data are factors that are extremely important to organizations behind the scenes.  Data typically is derived in two different formats; quantitative or qualitative. Qualitative data is data that is provided mostly through written words and descriptions while quantitative data possesses some form of numerical value.

Over the past couple of years, certain business processes have changed as data has become easier to access and share. Due to our quickly moving technological updates, organizations can now track website traffic, keyword research, bounce rate, exit rate, visits, time on site, and ad conversation easier than ever before. These advancements have primarily sparked improvements in the quantitative data collecting process as most of these techniques are tracked through a numerical value. Below describes how collecting these various types of data can be useful to any company, large or small.

  • Website traffic – Website traffic refers to the number of users that visit a website. Measuring the number of visits on a website is a great way to determine the effectiveness of an online business attempting to reach its target audience. Not only are computers able to track visits to the home page, but they are also able to account for the number of visits on each page of the website. Monitoring website traffic is a useful action to implement when the time comes to adjust how your organization is representing itself online and evaluating the best way to reach your target audience.
  • Bounce rate – Possibly more important than tracking website traffic is learning the bounce rate. The bounce rate of a website is the number of visitors that view only the first page of the site and then exit without any further engagement. Tracking the bounce rate will allow you to determine where the site needs improvement.
  • Keyword research – Keyword research is another pivotal aspect of tracking data for your website. Essentially, keyword research is the process of identifying popular words and phrases that are entered into search engines in order to better tag your online substance (website, merchandise, etc.). In most cases, these words are going to be the first step each inquiring consumer takes to learn more about your organization. This means that learning these words and determining proper labels for your brand should be high priorities when entering the online community. Although identifying key words may seem like a small step, its execution is imperative in order to begin a successful marketing plan.

The information that today’s technology can store and collect is infinite. Understanding the various ways to use and organize data will make a difference when transitioning your business into the online community. Not only will this data benefit your organization internally, but it also makes a useful tool when interviewing or meeting with clients. Being able to state numbers and formulas used to produce the analytics gathered will represent professionalism and efficiency amongst your team. Much like the never-ending spool of data flowing through the World Wide Web, this topic is constantly evolving. In the meantime, use the above types of data to kick off your journey of mastering the world of data.

Do you think learning how to properly work with data could benefit you or your future career?