This guide will focus on the practical application of marketing analytics to demonstrate the value of marketing efforts.
The process will be outlined as:
- Set clear objectives for what needs to be measured (e.g., lead generation, sales, brand awareness).
- Identify the Key Performance Indicators (KPIs) that align with those objectives, such as page views, bounce rate, conversion rate, and email click-through rate.
- Use accessible tools like Google Analytics to collect and centralize data.
- Build simple dashboards to visualize the data and track trends over time.
- Use the data to refine marketing strategies in real-time and create reports that clearly communicate the Return on Investment (ROI) of marketing campaigns to stakeholders.