“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
This quote is from department store owner John Wanamaker and is over one hundred years old. The impact of marketing on sales was traditionally difficult to measure. The good news is that online marketing tactics like search engine optimization, content marketing and paid search advertising are much easier to measure than traditional advertising channels like TV, radio, print and direct mail.
Our team utilizes the latest marketing analytics tools to help our clients choose the most effective online marketing channels to maximize ROI and allocate the proper resources to achieve success. We believe that marketing should work, phones should ring and customers should smile.
The key to success in marketing analytics is to define:
- What should be measured?
- How should the data be acted upon?
Good data about who visits your website and how they interact on it can provide key information that supports more intelligent decision-making in your online marketing efforts.
Benefits of Marketing Analytics
- Improve and optimize online marketing efforts over time
- Identify what worked and what failed
- Gather data to support conclusions
- Bring accountability to sales and marketing
- Compute the return on investment for all advertising
A quality marketing analytics dashboard should include the following:
Website Visitor Analytics
- Website Traffic (sources, keywords, referrals)
- Visitor Loyalty (new vs. returning visitors)
- Year-Over-Year Trend Comparisons
Website Engagement Analytics
- Website Content Interaction (views, downloads, shares)
- Website Engagement (time on site, pages viewed, bounce rate)
Paid Search Analytics
- Cost Per Click / Cost Per Sale
- Ad, Keyword and Ad Group Conversion
- Phone Call Attribution
- Campaign ROI
- Return on Ad Spend
- A/B Testing
Social Media Analytics
- Social Media Follows (likes, follows)
- Social Media Engagement (shares, re-tweets)
- Online Reputation (positive, negative)
Lead Generation Analytics
- Website Conversions (completed forms, phone calls)
- Web Lead Source Tracking
- Phone Call Tracking
- Traditional Media Tracking (via landing pages)
- Key Performance Indicators (KPIs)
- Lead Attribution
- Qualified Sales Opportunities
- Closed Sales
- Average Transaction Size
- Customer Lifetime Value
- Advertising Return on Investment
At the end of the day, a marketing analytics dashboard can help you understand which online marketing channels, sales offers, landing pages, content topics and website calls to action generate the greatest return (and at what cost). TwentySix2 Marketing will help you set-up Google Analytics to track, measure and test almost anything digitally imaginable and even some things you might not have thought about.