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Category: Analytics

All of our analytics content, including glossary, how to.
Analytics

What’s the most helpful metric to assess conversions*

In assessing conversions, going a step further and looking at the conversion rate, helps provide more context as to your performance. You could also look at metrics like: Conversion by traffic source, and conversion by traffic source by device Conversion by geography Conversion by time of day Conversion by piece of content, or URL/internal source These can help give more color on your conversions performance. Occasionally you need an intermediary metric to optimize against, and that could be attention. Attention… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Why analytics are important

Analytics enable you to act with constant market feedback. That feedback loop provides context on progress and areas to improve. Without analytics you would be flying blind. Meaning you can also operate more efficiently and faster. Analytics also help with a lot of different business functions, strategy & planning, managing budgets, allocating resources, auditing, team management & performance management. Meaning companies can make data informed decisions. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How can real-time analytics help marketing teams

Now with real-time analytics, it can help marketing teams by providing a tighter feedback loop. Rather than finding out later that a piece of content isn’t working, they can make adjustments within hours, or a couple of days after launching. They can also identify trends a lot earlier, see the success of experiments and keep a finger on the pulse of the customer. If something isn’t working, it can be stopped a lot sooner, saving time and money. Younger marketers… Continue reading

Ben Young
Ben Young
October 21, 2022
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