The Role of Marketing Analytics

Analytics is changing the world of marketing. Instead of deploying new campaigns in rapid fire fashion, more businesses are taking the time to measure their impact and gain a deeper understanding of the results….

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The Role of Marketing Analytics

Analytics is changing the world of marketing. Instead of deploying new campaigns in rapid fire fashion, more businesses are taking the time to measure their impact and gain a deeper understanding of the results.

2016 is another year that sees even more companies jumping on the analytics bandwagon. Whether you’re joining them for the first time or simply looking for better results than you did last year, these tips can help you optimize your marketing analytics strategy. First let’s have a quick look at the difference between Business and Marketing analytics.

Business vs. Marketing Analytics

What sets marketing analytics apart from other business analytics is its focus on real market feedback. Marketing analytics keep pulse of the interests and actions of the subscribers, leads, and customers that your business is focused on serving. Most marketers dipping their toe into analytics, select website and social media analytics as their starting points. Website analytics typically measure specific actions like clicks, page views and conversions. These granular analytics help marketers measure incremental improvements to specific channels but do not measure overarching marketing performance.

Tip No. 1: Tools, Tools, Tools

More than likely, you’re trying to maximize your efforts by pushing your marketing message through as many channels as possible. Wherever your customers dwell, you’re right there trying to connect with them. When this is the case, you need a varied arsenal of tools to track your results across those diverse channels. Luckily, there are plenty of tools at your disposal. You can track your website activity with web analytics software, measure your video marketing results with YouTube Analytics, and keep up with your social media efforts by using resident tools like Facebook Insights.

Tip No. 2: Go Mobile

Now that smartphones and tablets have become as common as desktop and laptop computers, more businesses are adopting a mobile focus when it comes to their marketing strategies. If you have a mobile website or app for your business, then you should have the same focus. There are quite a few professional solutions you can invest in to track your mobile efforts, but if you foresee things initially being a little tight in 2014, don’t fret because there are a couple of tools that keep the budget in mind.

Business Analytics on mobile

Tip No. 3: Identify Your Metrics

Most marketing analytics systems come with their own set of established metrics. You’ve got your opens and clicks in your email marketing program, unique visits in your web analytics software, views in your YouTube Analytics dashboard, and so forth. The built‐in measurements are extremely useful, but it also helps to incorporate your own metrics. These custom metrics, known key performance indicators, can be tailored around your specific meeting your marketing objectives. Also instead of just focusing on sales and conversions, take a cross‐departmental approach and look at things like reach, social media engagement, customer satisfaction, and revenue. Combined with standard metrics, these indicators will help you get much closer to the true measure of your marketing impact.

Tip No. 4: Integrate and Centralize

Businesses collect data from a variety of sources. Even small companies are generating results from email campaigns, driving engagement in social media, and drawing traffic to their website all on top of processing sales at checkout. This information gets tougher to manage the faster it comes in, and the more you have at your disposal. Data integration is the solution to this problem. Technology companies are steadily creating tools that enable enterprises to use APIs that connect the data from their email software, CRM program, and social media insights in one centrally managed package.

Businesses can no longer view analytics as some sort of optional trend they can do with or without. It’s a must‐have concept with the power to take your marketing efforts from mediocre to great. Stay tuned for next week’s topic: The meaning of “Not provided” Keyword in Google Analytics.

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