Analyzing your data takes work – you’ve got to set up a system of tracking your marketing efforts across all of your channels, and then you’ve got take all that data and figure out how you’re doing. For marketers who are just starting to venture into the dark side where analytics is concerned, it can be daunting to rely on figures and metrics, but there’s a good reason to get comfortable with analytics: big data is only going to get bigger, and only analytics can shrink it down to a size marketers can work with.
Analytics: More Than the Numbers
So what does that mean? Analytics is more than just a convenient way to track how many clicks you get – it’s about making your marketing make sense, connecting to your consumer, and creating a two way street between you and your buyer, and you and your sales team. It does a lot! Getting comfortable with the idea of analytics, and more importantly, learning to rely on the insights you draw from your data will give you the clearest picture of the effectiveness of your marketing efforts.
What Does Your Analysis Tell You?
Marketing analytics gives you a look at the health of your marketing efforts the same way that an x-ray gives you a look at the health of your body. When you’re analyzing your data, you should be looking for trends as well as highs and lows – so not just how many clicks a banner advertisement got, but also whether these types of advertisements always do about the same success-wise. In a way, analytics runs side by side with growth hacking, because as you spot these trends – let’s say your banner advertisement did especially well in that top right position – you can try new things and see what type of effect they have. So maybe, you run all of your banner ads from the top right position and see if they’re consistently successful. If they are, you’ve learned something about your campaign and your audience – but if they’re not, you can take a look at the next element.
Where Do You Start?
To get started with analytics, you need to take a look at your data. It may sound like that goes without saying, but if you aren’t sure how much you’ve actually been tracking, or where to look for the right metrics, it can be a little more complicated. Identifying which metrics you need or want to track is a good place to start. If you haven’t tracked anything before, start with your social media channels and your website. Social media platforms like YouTube, LinkedIn, Twitter and Facebook all have built in tracking and analytics information that you can quickly and easily access without having to do too much set up. Most B2B marketers use their social media to drive web traffic, so with relatively few tools, you can set up a tracking loop between your website and your social media that can start feeding you data to get you started.
For more on choosing the right metrics, getting started with your data analytics, and putting your data to good use, download the B2B Marketer’s Guide to Data Analytics.