Ever wonder if your marketing efforts are in fact getting you to your goals or resonating with your audience? Sometimes, marketers will often get stuck on what their next move (whether a piece of content or campaign) should be.
The data that you already have available to you may be the key to solving both that rock and hard place you are stuck in. Knowing how to look for the story you need will be the foundation for unlocking what your marketing data has for you. Keep reading to learn what marketing analytics are and how to use it for your benefit.
What are marketing analytics?
Marketing analytics is where the numbers meet between metrics and insights to tell you the story you’re looking for about your data and marketing performance. However, you will first want to know what the difference between metrics and insights are.
Metrics are the specific output of a singular type of data. For example, knowing how many visitors came to your site today. Metrics become insights when there is a connection between multiple data sets over a period of time or in relation to others. So, in this case, you’d be looking into where those visitors to your site are coming from. and comparing those visitors’ origins to one another to understand the trend of your audience.
Marketing analytics are essential to seeing the bigger picture. They give you visibility into how your marketing team is performing, how your customers interact with you and what they want, or need, more of.
Advantages of marketing data analytics (when done right)
Teams who use marketing data analytics well offer your team a game changer. You will no longer be in the dark about your traffic, engagement or content direction that makes sense. More importantly, you will see how all these pieces fit together and you will be able to see the story they are telling.
Using marketing analytics, you gain:
- Visibility into customer journeys and their trends
- An understanding of the ROI on your creations and efforts
- The ability to initiate predictive analytics
- A guide on content topics for what your customer wants and needs
- The full picture of how you’re performing and where you need to shift budget
These kinds of insights are priceless when it comes to developing an effective marketing strategy.
How to use marketing analytics
So how do you begin to use marketing analytics? These steps should always be taken into consideration when building the best marketing analytics processes for your team:
- Identify holes in your understanding. What questions do you need answered from your data? Is there a certain area your team lacks clarity? Are there pieces of content you want to monitor performance on? Are you unsure what topics to expand on to better inform your customers and draw further traffic to your pages? Talk with your team to determine the story you need to know to build the questions you need answers to.
- Find the treasure. Where is your data living? For marketing teams, your immediate go-to will probably be something like Google Analytics, Google Trends or Google Search Console. While these tools do a great job at showing several kinds of metrics and insights, you may need to layer other types of data over these metrics, in order to see a full picture of marketing performance. If you have a business intelligence team, they may be a great place to start for more organizational-wide data that could be useful to your analytics. From there, consider a tool to help you aggregate and visualize these all together.
- Build (and trust) the process. Start mapping out the best method to start putting together and sharing the story that you learn from your marketing data analytics. For some, it may be as simple as a spreadsheet that encompasses what you need to know. If you’re opting into an aggregation and visualization tool, there may be a customizable dashboard available that will automate the details you need to see for you.
- Keep tabs on it. To stay effective, this isn’t a one–and–done process. Integrate a frequent check-in on these analytics for yourself, as well as a healthily repeating check-in with your team to keep tabs on your performance. With this, you’ll be able to see what may need to shift or change to stay on top of your marketing’s needs and effectiveness.
How to start best organizing your marketing data
Frankly, you need a data aggregation and visualization platform. You don’t know what you don’t know. There’s no way to start building your knowledge if you don’t have the means to poke around and see what is actually happening with your marketing campaigns. Without the use of an aggregation and visualization tool, you will need to have someone (or multiple people) dedicated to digging through thousands of data sets, trying to group them, analyze them and tell the story of your marketing.
When it comes to marketing in this modern, digital world, data is king. Marketers need to operate with data-based decision making rather than intuitional direction. With as much data as is available these days, take advantage of the story it’s telling you and bring it to your benefit.
In a marketing team, you need to be able to make pivots in strategies quickly, so you generally don’t have the time required to manually pour over your data as you need to move quickly to stay relevant. Take advantage of the amazing data platforms like Aceyus, to bring your data together in order to organize and make sense of your data efficiently.
Need help on integrating a data aggregation and visualization tool to bring your data sets together? Find out how easy and seamless it can be with a solution from Aceyus today.