As a marketer, there is one thing I rely on to guide my decisions regarding future strategy and past efforts—data. Fortunately, in today’s digital world, technology allows for easy marketing reporting and data analysis. Here is an overview of some of the key metrics and closed loop reporting we can use to analyze on and drive decisions.
Look at this data over time and also in comparison with other time frames - either the previous period or the previous year during the same time frame. Analyze all time frames you can—month over month, six-month span, year over year, or all time. This way, you can identify trends over time.
For lead analysis, look at CTA performance, their corresponding landing page metrics, and conversion rates. Consider things like:
Here again, look at this data month over as many time frames as possible and all time to identify opportunities and trends. Let the data drive future offers, CTA, and landing page decisions.
In reviewing blog analytics, look at the following:
In reviewing this data, craft future content around what people want and are responding to. Let data drive these decisions.
In reviewing social media data, I analyze a lot of different components. Things such as:
Let data drive the future direction for social media strategy.
Some of the keys to understanding website page trends are reviewing the following:
Review HubSpot data, as well as Google Analytics to help with website optimization. Here again, make data-driven decisions for website strategy.
In addition to reviewing the above data, it's always a good idea to compare findings and analyze it all from a big picture perspective by taking into consideration other factors or variables that may be impacting results. These include things like:
As you can see, there is a lot associated with analyzing results for marketing reporting. But, the good thing? If you listen and observe, the data will tell you where you need to go next. Using digital marketing analytics data to drive your decisions is a fool-proof way to increase results. Whether those results are more visits, more leads, or more revenue; effective data analysis is the answer.