Now that we’re firmly within the New Year, you’re probably thinking about how to put your best work out there in 2019. And since data, analytics and understanding how and why your marketing campaigns are performing (or not), is not going out of style anytime soon, we’re providing some tips on how to revamp your marketing analytics strategy for 2019.
Update your Measurement Plan
We’ve already talked about the importance of a measurement plan, but creating one is just the first step. Your measurement plan should be revisited with every change in strategy and addition of new tactics, but it’s also a good idea to take another look at it every 6 months to a year. A lot can change in a year and it’s best to make sure that everyone is on board even if you thought they already were and even if you don’t think your marketing strategy has changed. If anything, your data targets and goals will likely change for 2019 and the data you collected in 2018 should help inform those goals. Starting here can be a great way to redefine your strategy based on what worked and didn’t and what you can change.
Focus on what really matters and make sure your data is up for it
Now that your measurement plan is ready to go, you’ll want to make sure that you’re showing progress against the Key Performance Indicators and targets set out in the plan. However, there can be a lot of data to sort through and the danger becomes getting caught up in the metrics that don’t matter. Make 2019 the year you sort through the clutter and focus on what really matters. The good news is your measurement plan is the perfect roadmap.
Take a look at the tools and platforms you currently use. Do you feel that the data collected there is what you need in regards to your measurement plan KPIs? What about the quality of that data? Is there any way it can be improved? For example, you (or your predecessor) may have created a filter months ago in Google Analytics that excludes certain pages. Is that still necessary? Did your site structure change? Another example is how you track your site goals and events. Are all these still valid? Are they still set up correctly? A reassessment (or a full audit) of how you track and collect data will ensure that you’re confident in the numbers you present.
Why does your data matter and what to do about it?
Now that you have the data in place, try not to focus on the numbers as much as the analysis. For a dashboard report, this seems counterintuitive and you might think that people like to see pretty graphs and charts instead of text. But keep in mind that they need to know why those numbers are important. Similarly, they want to know what to do about it. It’s easy for us to get caught up in the data and numbers, but understanding the how, why, and what to do next, should always be your focus. This helps both you and your stakeholders in actually moving the needle on your marketing strategy.
We hope these tips have been useful and that they’ll help you have a stellar marketing analytics strategy in 2019!
Marian Visonà is Director of Analytics and SEM who loves data and likes to keep up to date with the latest digital trends. When she’s not preparing reports and spreadsheets, she’s out analyzing the KPIs of various Providence eateries. In food and performance optimization, testing is key!