What is audience analysis?

Also known as Webanalytics, audience analysis is the study of the statistics of a website or an application to quantify the visits (sessions) of users and their actions or purchases. It is also a way of studying their behaviour more precisely (user path, monitoring of micro-conversions or events, consumption of content, etc.). By installing an audience analysis solution such as Google Analytics, Mixpanel, or AT Internet on your website or application, you can then know its performance and calculate the turnover generated in relation to the actions implemented.

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The Objectives of Webanalytics

Because it allows you to collect qualitative and quantitative data on your website or application, audience analysis not only allows you to monitor the performance of your website or application in terms of acquisition, conversion, retention and loyalty, but also to define actions to be implemented to improve the experience of Internet users and better control your return on investment.

Monitor the performance of a website or an application

      • Using tags placed in the source code of the Web pages whose performance you wish to measure thanks to tracking, you obtain valuable information on your site and its traffic, according to the KPIs (key performance indicators) defined upstream: number of visitors, source of traffic, devices used, pages viewed and time spent, bounce rate, actions or micro-conversions carried out (downloading documents, subscribing to your newsletter, creating a personal account, adding to the shopping cart, requesting information, purchasing, etc.). The data collected in this way allows you to assess the health of your website or your application and to identify more easily the possible blocking points to be reworked in order to generate more turnover and reach the break-even point.

    Adjust your actions and boost your results

    Knowing how to analyse the collected data and act accordingly to boost the performance of your website or application requires implementing the right actions. Thanks to audience analysis based on relevant and measurable KPIs, web analytics experts, such as those of Doko, are able to help you to reach your marketing goals more easily. For example, if your website does not generate enough traffic, the dedicated project manager can guide you towards SEO services or the implementation of online advertising campaigns. Similarly, if your site is not converting, then we can work with you to simplify your conversion tunnel or even redesign your site architecture. 

    Controlling the return on investment of your site

    Last but not least: knowing how to use digital analytics correctly, or audience analysis, allows you to keep an eye on the turnover generated via your site or application. This way you have a better control of your ROI (or return on investment): you know exactly how much money your site or application is bringing in and where this money is coming from (organic traffic, or paid referencing, social traffic, referral sites). This allows you to adjust your budget appropriately, for example by creating better targeted Google Ads or Facebook Ads campaigns, if these prove to be effective, or by investing in web writing to further optimise your content and your natural referencing.

    A proven audience analysis methodology by Doko Agency


    Because the success of your business is Doko’s priority, the experts remain at your disposal throughout the project you entrust to them. They regularly propose adapted solutions to help you reach your goals. The methodology used for audience analysis has been proven for many years. It is based in particular on :

    • Understanding the client’s needs and objectives
    • Definition of KPIs (Key Performance Indicators): measurement of audience, conversions, content performance, loyalty…
    • The development of a tagging plan and the generation of tags on Analytics, Facebook, and others
    • The implementation of tracking tools (via GTM) and the integration of tags
    • Improving the reliability of KPIs and monitoring site performance
    • Regular reporting to analyse the results obtained and to propose future actions.