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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

Where can I learn marketing analytics

There is a plethora of options for folks to upskill on marketing analytics these days. From TikToks, to online courses, to short courses at universities. An undercooked approach is to create your own side project and play around with different analytics tools. To create your own reports/analysis. And then to go to friends and help them with their side projects. What are they trying to achieve, and how can you help find opportunities for them by analyzing their data. This… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Marketing analytics without a college degree

A university education is not necessarily needed for marketing analytics. It is such a rapidly evolving field, that you can break in, by demonstrating your capabilities. Simply knowing all the tools and how to use them can help you secure a job. To get more senior roles, yes, some college or other education is going to help. Especially if you’re aiming more at the analyst end of the spectrum. But you can get started without one. Consider starting with a… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How do I build a marketing analytics portfolio

You have to start somewhere, and one place is to have your own side project. Create a website, or some content, and then spend some time analyzing it for yourself. This lets you try different tools, create reports how you like, and do analysis that you might not otherwise do. You’re the boss! So why not. Then you could extend this, to friends side projects, offering them one time audits of their project. Or an ongoing report for a duration. Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How do I write a digital marketing report

Start with the marketing objective, here’s what we are seeking to achieve. This helps to provide context for the document and remind the recipient of why this work is being done. Then share top two or three findings for them. A framework for the report might look like: Reiterate the objective The dates of analysis Screenshots of the work Summary of performance and timeline of the work going live Identify any learnings/observations Recommendations for next time In terms of your… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What are the uses of marketing reports

Marketing reports are used to provide a scorecard of performance. They help put a stake in the ground and go, for this body of work, here is how it performed. They can be used to keep an eye on progress, to allow for course corrections. As a demonstration of return on investment, we invested this much and here’s what we got in return. An insights and opportunity document, to find areas of growth for the business. As a KPI or… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What are the elements of a strategic marketing report

A strategic marketing report keeps the business objectives at the core of the report. Reminding the reader, here is what we are trying to achieve, the why. And then the report goes into the progress and the how. Elements to consider are: Reiterate the objective The dates of analysis Screenshots of the work Summary of performance and timeline of the work going live Identify any learnings/observations Recommendations for next time A power up move, is to compare performance against benchmarks. Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

At what frequency do you send your client’s their digital marketing reports

Let the client direct you as to what is most meaningful for them. Typically in moments of high activity or spend, clients want reports weekly, so they can keep a finger on the pulse. Other than that, month to month makes the most sense. This should also align with your billing in a way, as the report, helps show them what they’ve received for the additional investment. Quarterly reports, or annual, should also be used as opportunities to revisit the… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What should a marketing report be about

A marketing report should be a valuable document that highlights how the work has performed, and how it delivered on the marketing objective. So the reader can get an idea of what marketing sought to achieve, and how well it did. Elements that should go into an effective report: Reiterate the objective The dates of analysis Screenshots of the work Summary of performance and timeline of the work going live Identify any learnings/observations Recommendations for next time Imagine its like… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Which KPI should be tracked in a weekly content marketing report

The KPI that should be tracked, is the one that best indicates progress against your business objective. Starting with what you want to achieve, the work you are doing is to deliver on that objective. So you want a KPI that reflects that. It could be as simple as, how much content did you create this week. It might be one of the common content performance metrics: Reach, how many people are we getting in front of Attention, how long… Continue reading

Ben Young
Ben Young
October 21, 2022