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Marketing analytics is a confounding field, it can be immensely (and overly) complex at one end and then frighteningly simple at the other. But the best way to learn, is to get your hands dirty, to try some of the tools. And this forms the basis of any marketing career.
You don’t have to be an analytics person to learn and get comfortable with marketing analytics. Analytics plays a role in each part of marketing, so even if this is not your direct field. A greater understanding can yield results.
The easiest way to learn marketing analytics is to create a side project website and put analytics on it. To see how they work, and to find your own insights.
This gives you a playground to try different tools, see how they work and what kind of uses the data can provide. It also gives you the freedom to try different tools. To experiment. And to fail safely. You can also work at your own pace, maybe some months you do a lot, others you don’t. That’s totally ok.
A checklist of things to get comfortable with:
- How do marketing analytics work?
- What metrics to they measure?
- What are common pieces of analysis?
- Analyzing two different data sources
- Building models to forecast performance
- Linking KPIs or scorecards to internal strategies
- Dealing with discrepancies
- The technical side of installing them, and working with data
- Knowing the marketing analytics landscape
Understanding analytics is the key to making data-led decision making. And to inform business & marketing strategies, with the guidance that prior data can provide.
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This is part of our Guide to Marketing Analytics
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