𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝗘𝗾𝘂𝗮𝘁𝗲 𝘁𝗼 𝗚𝗿𝗼𝘄𝘁𝗵
If A-B Testing (see other post) is marketing science, then analytics are the math. The goal is to capture data, improve impact, and maximize your ROI.
Analytics also can reveal your consumers' true needs* and ensure content is tailored to them (rather than annoying mass messaging).
So how to understand the variables and the right equation?
𝗖𝗵𝗼𝗼𝘀𝗲 𝗬𝗼𝘂𝗿 𝗪𝗼𝗿𝗱𝘀. Determine keywords and images carefully. Start from industry lists and talk with people in sales and client services.
𝗣𝗿𝗲𝗱𝗶𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀. Decide what results you expect in terms of actions and outcomes (e.g. views to sales) then review your accuracy.
𝗖𝗼𝗺𝗽𝗮𝗿𝗲 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀. Utilize multiple channels to reinforce messages and compound the effects. Then apply similar metrics across channels to standardize comparison and measure interaction.
𝗦𝗵𝗮𝗿𝗲 𝗠𝗲𝘁𝗿𝗶𝗰𝘀. Show results to others (ideally through a dashboard) for feedback and learning since they will have practical insights.
𝗥𝗲𝘃𝗶𝗲𝘄 𝗕𝗲𝗹𝗶𝗲𝗳𝘀. People and trends constantly shift. Incorporate the latest solutions and changes in your industry and your business.
Marketing analytics generate strong revenue growth. It just adds up.
* I love this insight from Cindy Alvarez: “You don’t need to learn what customers say they want; you need to learn how customers behave and what they need. In other words, focus on their problem, not their suggested solution.”