Keeping track of your digital marketing analytics is essential to ensuring the future online success of your website.
By definition, marketing analytics is the process of analyzing qualitative and quantitative marketing data to maximize its effectiveness and possible return on investment. A relatively new term and concept, the term “digital marketing analytics” did not appear in search until 2011 and really did not take off until 2013. However, gathering data to measure the effectiveness of a company’s digital marketing campaigns is still one of the greatest challenges marketers face today.
Our team takes a proactive approach to digital marketing analytics. We know our clients are going to want to see results sooner rather than later. We must always be gathering data to help us make smart marketing decisions moving forward and to demonstrate to our clients that the process is working.
Our approach to Marketing Analytics is as follows:
If you don’t like spreadsheets or you are unable to make bold decisions efficiently, then you might not want to be a digital marketer. Analytic data is the feedback you are getting from the marketing channels you are trying to grow. Is your content working? Do you need to make a change or should you wait another few days? These are the questions a good digital marketing must ask.
You must meet with your team to discuss what you need to track from the very beginning. New benchmarks can always be added later, but a core group of metrics must be established from day one. These must also be reasonable. Many times the value that an experienced digital marketer brings is in their ability to manage expectations. Unrealistic goals can quickly kill a campaign that might have otherwise been successful if the proper KPI’s were established from the beginning.
There are several quality marketing analysis tools available today that provide valuable insights. Some of the most popular would be MOZ used for tracking keyword success, Bitly, a great tool for tracking the success of your links and of course Google Analytics used for analyzing the overall traffic on a your site. No matter what tool we are using, we must always be careful not to get “stuck in the mud” if you will. Some call it analysis paralysis. Basically, you want to be able to decipher your data as quickly as possible in order to make changes if necessary.
Now that you have the data, you must share what you have found. Sounds easy, right? Well it’s getting easier. Some of the tools available today are making it simple to track and then report on the data your digital marketing efforts are generating. It’s now up to you and your team to decide what is important.
Last, but definitely not least…are we generating any return on this digital marketing investment? Probably the biggest question of them all. But this task does not fall on the digital marketer alone. Are there systems in place (KPI’s) that will track the result of a certain lead obtained from an email click or Ad on Google? If not, you might want to step back and reorganize your funnel. If you cannot demonstrate that your efforts are affecting the bottom line of the company because you are not following up with leads effectively, your campaign is done before it ever got started.