think before you act
as we’ve said before, some of marketing is about gut. starting trends rather than following them. but where possible, you should be able to read and interpret your valuable business analytics to inform your next campaign. you don’t know how? don’t worry, The Missus has your back.
What do we mean by marketing analytics, and why didn’t we just write Google Analytics, since they are the behemoth of data analysis? OK, OK, Bing* fans, we mean search analytics.
Let’s start with ‘what is marketing analytics‘ as a topic. Put simply (because we’re not quite sure of the complicated explanation), it’s the collating, measuring and reporting of data from your website, social platforms and other quantifiable results of other marketing mediums, like email marketing.
Why do we do it? Espionage, that’s why.
We’re not talking Jason Bourne here, mostly because we haven’t got the abs or parkour skills. Think of us more like our personal hero, Sandra Bullock in ‘The Net’. We get under the hood of your marketing platforms and see the reality of the results; we’re talking the who, the what and why of your product engagement.
Which cities provided the most search traffic to your site last year? What page did the majority of your website visitors leave from last month? Why are you ranking on page 3 of Google for your industry?
We’ll deliver the results to you in the way you like to ingest them. Do you love a colourful graph? Find Excel par excellence? Or do you want the top line in a quick email, or phone convo? It’s up to you.
* “Stop trying to make Bing happen” – Regina George, 2004
Why you can’t forget social analytics too.
It’s not enough to rely on your monthly Google Analytics print-outs for real insight into your users; sure, they give you demographics like age, location, gender etc, but they’re not foolproof (imagine you and your partner are logged into the same computer – your vital stats would be markedly different, but only measured correctly for one of you).
By contrast, your social media activity can help build a picture of your ideal customers’ interests, spending habits, relationship status, job current job and aspirational career goals.
Using this data, you can make your targeting needle-point, reducing wastage and increasing that all-important conversion.
Social analytics work in tandem with your Google Analytics too. Imagine you did some goal setting (see below) and found that there was a high percentage of ‘Add to Basket’ transactions from visitors that came from Referral traffic. That means that someone had taken the word of someone else and acted on it. You might then perhaps think about implementing an influencer marketing strategy, which is so 2019.
Goal setting #goalsgoalsgoals
Goals have become synonymous with our Insta-generation, but aside from your #relationshipgoals #fitnessgoals and #goalsgoalsgoals that you’re urged to have in your sights, you need to be thinking about your #conversiongoals… OK, it doesn’t sound as Instagrammable, but it’s totally necessary.
There’s a wealth of data to mine from your combined marketing analytics, but by setting a desired goal, you sort the wheat from the chaff and it’ll inform your future marketing plans. For example, content marketing analytics can help you see whether any of your pored-over blog posts convert to lead generation via your contact form. If they do, do more, if they don’t – stop what you’re doing and get creative. Or let us do it. Yeah, just let us do it.