A very wise and long-time agency client has always said, “You can’t manage what you don’t measure.” This statement has never been more true, or more attainable in this ever-evolving world of digital marketing. Of course, first you must know what you’re trying to achieve. Otherwise how can you expect to measure your marketing ROI?
Data and analytics are crucial in understanding the success, or failure, of your marketing efforts. And yet, according to a recent Hubspot report, 42% of marketers cited that “proving the ROI of our marketing activities” is one of the biggest challenges they face. Learning how to use digital marketing analytics – not just website analytics – is crucial in turning business objectives into measurable outcomes.
Yes, website analytics will give you a great deal of information about the performance of your website. But taking a combination of digital marketing analytics and turning that into insights that help you understand the real impact of your marketing campaigns on conversion rates and the customer journey is where the true power lies. Blending web and digital marketing analytics will give you a much more complete view of what’s working in your marketing strategy and what’s not.
Understanding and leveraging data and analytics also helps to identify the areas that need improvement so your business can grow better. We believe that providing this type of customized reporting and marketing insight benefits everyone and gives a better view of the whole puzzle, which ultimately leads to a more successful marketing strategy.