Using Web Scraping to Collect Digital Marketing Data

Hannah Benson
October 29, 2020
Community

As social media users become increasingly aware of how their data is being used, it is crucial that companies collect and use information in relevant and ethical ways. I am always taken aback when I see random and confusing ads on my social media feeds, but equally ecstatic when I see ads for products I am interested in. I’ve found many of my favorite skincare brands, online vintage stores, and perfect gifts for friends through relevant ads on apps. Without a strong online marketing presence, it is sad to think I might have never found those products at all. 

However, learning how to approach digital marketing can be time consuming and daunting. One must collect digital marketing data and translate that to sales. It is hard to know what kind of data is most relevant and accessible. Thankfully, data scraping tools simplify this process, automatically creating easy to understand documents with the most useful data. By collecting digital marketing data with a data scraping tool, companies and individuals can build a better understanding of who they are serving and develop a detailed, successful digital marketing campaign. In other words, you will reach the right people in the right way. 

If you are familiar with the basics of digital marketing data, feel free to use the table of contents below to go directly to relevant sections on how to collect that data in the most efficient way.

Table of Contents

What Is Digital Marketing Data and How Is It Useful?

Digital marketing data science with web scraping

For me, the idea of digital marketing still conjures up a Mad Men-esque image of suited men in a room creating ad copy. This could not be further from today’s truth. As people increasingly shop and browse online, the marketing world is adjusting its approach. By going online where the people are, companies can reach a broader range of potential customers on social media than with more traditional forms of advertising. Digital marketing includes social media ads, emails, newsletters, videos, and websites. Additionally, companies are collecting online behavior data to better place online advertisements that increase purchases. An incorrectly placed ad can irritate users, but a well-placed one leads to purchases, follows, and site visits. 

By using digital marketing data, data relating to online user behavior and interests, companies can get a better understanding of their customer base, how to reach them, and what they might desire in the future. Sometimes, this means creating different ads for different kinds of customers instead of a one-size-fits-all approach. For example, younger people might be interested in the sustainability of a product given anxiety about climate change, while other customers might be more drawn in by a lower price point or design aesthetic. Digital marketing data can help you identify these different subcategories of consumers, increasing customer base, and profit. 

How do digital marketing and big data relate? 

Big Data is the collection and use of large amounts of online data. As the name hints, it is practically impossible to manually collect and analyze big data. Even traditional data processing software struggles to organize such massive amounts of information. There are other issues associated with Big Data such as privacy, security, and implementation. With all this in mind, it is essential that businesses know how to properly find, organize, and analyze large amounts of data to succeed in the current marketplace. 

Customer sentiment analysis

By collecting big data, companies can efficiently understand how people feel about different products and businesses. Instead of having to do copious amounts of surveys, web scraping can collect and organize reviews for various businesses in a way that is easy to understand and use to your advantage. With this information, you can avoid making the same mistakes as your competitors and offer consumers solutions. 

Product pricing data

In addition to understanding customer sentiment, data analytics can help you determine the perfect price point to edge out competitors. Once you better understand what prices consumers will and will not accept, it becomes easier to find a price point that helps you turn a profit without excluding consumers. Therefore, you can find the perfect balance ensuring that people are not priced out by considering competitor’s prices and success. 

Competitor Analysis 

Using digital data to gain information on your competitors is essential to surviving in the current economy. You can use data to discover where and to whom competitors are advertising. With this information, you can decide either to compete directly or find those underserved by your competitors, expanding your customer base. 

How Web Scraping Makes Digital Marketing Data Analytics Easy

how to collect Big data and digital marketing

Web Scraping is a process where data is extracted from websites quickly and automatically and then transferred into a spreadsheet (like a CSV file), where it can be understood and used in the future for marketing and other purposes. However, web scrapers do not simply just download and regurgitate content. A web scraping tool is important because it helps businesses, individuals, and organizations perform data analytics and extract useful information from just about any website in the world. 

In addition to collecting data, web scraping is also essential to the privacy and security of your business. By using a high-quality web scraper, your identity will be hidden ensuring you will not be banned or caught by the competition. This helps you to always be one step ahead without having to stress over security or facing repercussions. 

Once you have all this useful data, it is time to implement it. Thankfully, web scraping makes this easier than ever! Web scraping tools automatically extract the best information and organize it into a spreadsheet that is easy to download and share with colleagues. 

How to Collect Data in Digital Marketing

scraping solution for Digital marketing data analytics

While data collection can be done manually, there is much more essential information available online than one person has time to personally collect. The process requires gathering public information, organizing the information, and then presenting it in a way that makes it understandable and easy to implement in marketing. Done manually, this process, especially with big data, can take months. In fact, using web scraping tools can save you hundreds of hours, giving you more time to use the data creatively instead of simply collecting it for weeks on end. 

As we enter a post-Covid World, it is more important than ever that you learn to use public information to your advantage. In a moment where hiring more people to collect data might be out of your budget, web scraping is a cheap and efficient solution to the cuts and hard decisions companies are being forced to make. With a data scraping tool, such as Scraping Robot, you can scan sites for useful data quickly and efficiently. As opposed to a manual process, data scraping tools make it possible to automatically export all the data into an organized document, removing the need to do it manually. 

Your Scraping Solution for Digital Marketing and Data Analytics

digital marketing data

With all the logistical challenges of manually collecting data, it is easy to understand why many companies pay for tools and services to do the work for them. However, these services are often expensive and incomplete. With a tool like Scraping Robot, you can collect digital data quickly and at a lower cost. Scraping Robot can scrape sites like social media and search engines. 

Amazon Scraper

Using the Amazon scraper, you can find and collect data on prices for various products, giving you the edge you need to determine a competitive price point. All you have to do is insert a product URL and Scraping Robot does the rest! 

Conclusion

In a dramatically changing world, it can be hard to gauge where and how to place advertisements online. You want to reach the right people and win more over. Without understanding what people are looking for online, this task can be confusing, draining, and time-consuming. By collecting digital marketing data, companies and individuals can get a better sense of their audience/customer base instead of relying on traditional marketing techniques built more for print ads instead of online. 

Collecting this data manually can take weeks and weeks of labor. Thankfully, web scraping tools automate this process, giving you more time and energy to interpret the data and use it in a way that matters. Tools like Scraping Robot extract data from search engines, social media, and e-commerce websites and then translate the most important data into a document. You can use this data to find a competitive price point, understand what kinds of social media users will be most interested in your product, and find keywords to help create more search engine results. As the world keeps changing, businesses must turn to these tools in order to stay competitive. 

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