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I look at my digital analytics every day and generate a more granular report every week for myself and my clients. Brands don’t measure on a consistent basis You can get detailed instructions on setting up a funnel in Google Analytics here.

It’s a relatively simple process of identifying various paths leading visitors through your website to conversion - whether that be subscribing, downloading your white paper, accessing store locations, or completing a sale. With Google Analytics you can even map your content to the appropriate stage in the conversion funnel, then assess performance using Google’s funnel option. You need metrics aimed at each element in the funnel - new visitors, sentiment, etc. To accurately move folks through the conversion funnel, you need to optimize performance in getting them into the funnel and reduce the number who leak out of the funnel.

Sure, the bottom of the funnel is where the cash registers ring, but ignoring top of the funnel means you’re not building conversion. Brands only measure the bottom of the funnel behaviors I like IBM Cognos for bringing metrics into 1 place and helping visualize trends (which are much more important than isolated point metrics). I’m a big fan of dashboards and your preferred digital analytics tools might not bring everything together, especially if you’re using several different tools.

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Feel free to add your own favorite digital analytics tools or vote up the ones that are there so the list becomes more valuable over time. I have a list of digital analytics tools that’s pretty comprehensive because folks keep adding to my list.

Next, determine which digital analytics tools meet your needs in terms of both delivering accurate KPIs and your budget. Here’s a list I cultivated as a starting point in assessing your digital analytics. Next, determine KPI (key performance indicators) related to your goals. The first step is establishing goals for your digital marketing - from across the funnel (see below). Even vanity metrics are less valuable without some granularity to understand what actions impacted your vanity metrics. Sure, vanity metrics such as #Fans, #Followers, #Likes, #Shares have meaning, but you really need more detailed metrics tied to smart goals. If I had a nickel for every client who focuses on vanity metrics as their only digital analytics, I could retire. Digital analytics should optimize market returns. Because its materials were tangible, we KNEW how many folks bought based on a specific campaign and we could do effective A/B testing to determine which offer outperformed others.Īnd, we need that level of analytics in today’s marketing. The exception is direct marketing - which is where I got my early training. The assumption was that these metrics translated into ROI, but the connection was always tenuous - and may be absent altogether. Their own strategies might not be the right ones or might not optimize market performance.Īnyone who’s been around for a while knows the squishy metrics used by traditional marketing to support strategy - increased awareness, improved sentiment. Moreover, without effective marketing metrics, marketers can’t tell what works from what doesn’t. C-suite decision-makers want hard numbers to justify expenses and, without those metrics, marketers can’t argue effectively for their strategies. Whatever the reason, marketing suffers for its lack of hard-core metrics and focus on analyzing ROI. Maybe it’s a function of marketing’s reliance on psychology to understand consumer behavior. Maybe it’s a function of marketing’s break from economics over 75 years ago. Marketing, except for marketing research, doesn’t have a tradition of analytics. Why don’t brands measure the impact of their marketing strategies, whether digital or traditional?

Either they don’t measure the effects of marketing strategies or the things they measure don’t impact marketing goals. Metrics are a consistent problem for marketers. When I ask what their analytics look like, they have NO clue.

Brands give up on social media too fastĭigital analytics optimization Brands don’t measureĪny number of brands complain they aren’t achieving success with social media marketing.

Brands don’t measure on a consistent basis.

Brands only measure the bottom of the funnel actions.

Here’s the reality of digital analytics today: You need digital analytics because, without appropriate metrics, your social media strategy flounders.