It doesn’t matter how well you do the wrong things: what worked for your business a year ago may no longer be effective. In order to
adapt to changing conditions you need actionable information that’s relevant, easy to generate, and clearly understood.
In order to focus your resources on what’s working you must phase out or fine tune what isn’t. Good business intelligence helps you evaluate the effectiveness of your tactics and processes.
You can enable continuous improvement by analyzing and refining search engine optimization strategies, lead conversion rates, sales performance, and other key aspects of sales and marketing,
Marketing analytics – Use marketing data to measure the effectiveness of your overall digital presence and insure that you attract the right audience for your products and services.
Here are 10 actionable areas to monitor:
- Web Traffic – Who are your repeat visitors? We call those leads!
- Pages viewed – What is most relevant to your target audience right now?
- Bounce rate – How long do visitors stay, and how many leave immediately?
- Source – How did they find you? Is it organic of PPC?
- Conversions – Look at the ratio of calls-to-action to leads. You might even be satisfied, but couldn’t it be better?
- Targeted Keywords – Understand which keyword phrases drive traffic & retire ineffective keywords.
- Competitive analysis – How does your website rank compare to competitors? What keywords drive their traffic?
- Social media – Which channel is having the most impact? Focus more resources there.
- Marketing funnel – What’s the lead distribution from top to middle to bottom. Move leads through the funnel.
- Drip Campaigns – Evaluate click-through rates to reap the full benefits of email marketing.
Measuring the success of marketing campaigns is important, but marketing metrics can’t stand on their own. Next time we’ll look at key sales analytics. Aligning these two processes into ‘smarketing” is a key component of your company’s success.
