In today’s world, website, social media and search engine optimization are the cornerstones of marketing strategies for businesses. The amount of data for analysis is increasing exponentially, and businesses are turning into digital marketing for smart decision-making.



Digital marketing and business intelligence uses data to make quality decisions in order to improve processes and optimize ROI (return on investment). However, for many industries, business intelligence continues to be an elusive concept that never quite finds its way to the top of the priority list.



Search engine marketing is gradually becoming more of an analytical as many analytics platforms (like Google Analytics) now provide a large depth of data that includes basic demographics as well as user search behavior. For instance, if 90% of all Nigerians visitors to your website go to a specific product or services page, then it would make sense to further develop marketing and advertising for that product in the Nigerian.



A 2011 article in Search Engine Land highlight shows shift emphasis in data analysis for many available search engine marketing positions. By placing a bigger emphasis on the data behind online marketing campaigns, traditional business intelligence reports can translate how online marketing efforts are (positively or negatively) affecting the bottom line.

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