Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.
Modern digital marketing is all about data. Google analytics is one type of web tracking that can provide insight on visitors interacting with a web site, and many communications platforms now have web tracking baked in as well. There’s plenty of helpful takeaways provided by these tools.
Example: Is your bounce rate too high on a page? Your visitors may not be finding what they want or expected, which is why they left so quickly.
This unlocks a plethora of options for the modern marketer.
The individual can only be tracked as long as the cookie stays installed on their browser. If they clear their cookies, reinstall their browser, start using a different browser, or switch to a different device, you will no longer be able to trace their activity back to their identity. Some platforms will still be able to view the traffic and activity, but it will now appear anonymous instead of being attributed to someone specific.
From there, you can use the tracking data to create lists for one-off emails, trigger automated campaigns, or simply organize new and insightful reports. The information is collected constantly and opens up opportunities that were impossible before. This is automation in its most powerful form.