What is Marketing Analytics?
Marketing analytics is the process of collecting, analyzing and presenting data on marketing campaigns to evaluate the return on investment and maximize success.
Used correctly, marketing analytics will tell you which campaigns are working and which ones are losing money. You’ll be able to identify opportunity and increase revenue. You won’t have to “think” or “guess” anymore, you’ll know what needs to be done and where to allocate your resources.
3 Branches of Marketing Analytics
Collection – Google Analytics
Everything in marketing analytics starts with collecting data. We collect our data through Google Analytics, a free tool Google offers that will give you the rundown of what is happening on your site.
Without a proper setup and configuration, we’ll be making decisions based on no data, or worse, incorrect data.
Analysis – Custom Reports
Tools like Google Analytics offer a look at everything happening on your site. The truth is, you don’t need everything. You need to answer specific questions about your campaigns.
Instead of getting lost in the weeds looking at metrics that don’t matter for your bottom line, you’re going to need custom reports that give you actionable insights.
Presentation – Dashboards
Just having data isn’t going to get the job done. You have to have buy-in from both your boss and your team to get everyone moving in the same direction.
Presenting your findings through a custom dashboard is the easiest way to show results and support your decisions. You won’t have to spend your time convincing people who “think” they know what to do next. You’ll have facts and data that can convince even the most stubborn of coworkers.
Our Process for Marketing Analytics
Step 1 – Audit
At JeremySaid, we start every new client with a data integrity audit to determine what you’re looking at and how that data is collected. We’ll look at goals, filters and configurations for your Google Analytics account.
This will help us identify the metrics that matter for your business and identify any reporting issues you may have.
Step 2 – Setup and Configuration
You need to know that the data you’re working with is correct. Just installing the GA tracking code on your site won’t get you there. Without a proper configuration, your reports will be all over the place and you could be making decisions based on poor data.
With our advanced setup and configuration process, you won’t have to worry about bad data again.
Step 3 – Create Custom Dashboard
You need to know what is working and what isn’t. Once we set up your Google Analytics properly, we’ll be able to show you. Our custom dashboards clear the clutter of Google Analytics and give you the insights you need to continue to grow your business.
Step 4 – Ongoing Maintenance
Many agencies look at Google Analytics as something you can set up and forget about. At JeremySaid, the integrity of your data is one of our top priorities.
We don’t want you making decisions with bad data, so we take the time to regularly review and clean your data. Bad data leads to bad decisions and nobody wants that.
If you like what you’ve read or have any other questions, get in touch with us. We’d love to talk about how we can help your business.