The first metric to monitor and analyze is sales revenue. It’s not always easy to tie your sales revenue to your marketing campaigns, but without it, you have no idea if your digital marketing is paying off. To measure your sales revenue correctly, use a software program that specializes in measuring sales data and other key performance indicators (KPIs). The goal is to see a clear differentiation and year-to-year increase in your sales that can be associated with your digital marketing initiatives
Many digital marketing campaigns focus heavily on social media. Social media engagement is one of the most important metrics to measure when looking at the longevity of your brand and how people interact with your company over time. Another important group of metrics is site traffic. You can analyze these through Google Analytics with ease, and they are sure to provide a clear image of where your company is headed and whether or not your marketing is truly helping you to expand your brand.
To begin analyzing site traffic, you can monitor your site through Google Analytics, as well as incorporate site traffic data plugins on your site. Using these will give you a clear image of your site traffic and what digital marketing campaigns are doing the most for your company. Furthermore, analyzing site traffic and choosing to collect the right data from your website visitors can actually help you grow awareness, know who to target in the future, and better hone your buyer persona over time. To measure your ROAS, take the sales revenue data (use only the sales data that can be linked to ads) and then compare this to the money spent on any and all advertisements
By doing this, you can determine if your advertisements are actually leading to a return on your investment and make adjustments accordingly. This will also let you analyze which of your channel strategies is most effective, and help you to determine how and where your money should be spent. This is most often done with a business intelligence tool like Mode Analytics, Looker, or Tableau. The only downside to these tools is that they require some knowledge of SQL
If you don’t know SQL, you can also look at a tool like Chartio. There are many customer analytics tools available in the market — choose one or more that are right for you and make sure your sales reps aren’t wasting half a day in examining and formatting the information available to them. As a marketer, analyzing digital marketing data is the best way to see if your digital marketing tactics are working and where you can improve. In order to properly analyze marketing data and get actionable results, you need to know which metrics to observe – so let’s examine seven of the best ways to analyze digital marketing metrics and what those insights can do to help your business succeed
You might need data from your customer service platform, your email marketing platform, your website analytics platform, and your CRM. Customer analytics gives you insights into your ideal customer’s behavioral patterns and psychology, using which you can build a fact-based decision-making process for all sales
and marketing initiatives.
- Customer Analytics: How Customer Data Analysis Increases ROI
- The Complete Guide to Customer Data Analytics – mXtr Automation