A Case for Analytical Marketing and Metrics
Some people try and debunk the move to analytical marketing. Their arguments are usually that the numbers don’t matter, that it’s impossible to track things such as social media, and that getting caught up in analysis takes you away from what’s really important in marketing. Many of these arguments come simply because the person arguing the point doesn’t understand how to do analytical marketing in a way that produces real insight and real results.
Knowing how to design marketing campaigns that can be tracked and measured requires careful planning and skill. But considering the benefits of being able to know if the marketing money you’re spending is moving the needle, it’s well worth the effort. Data analysis and campaign tracking has the added benefit of allowing you to see otherwise hidden insights so you can make changes to your marketing strategy and gain optimal results. If you are foregoing the use of metrics and analytics, you are stuck in the trees without a view of the forest.
According to your specific business and goals, there are various metrics you can use to help you track your progress and optimize your strategy. Once you know your goals, you can think through which metrics will help you reach them. To this end, the next several posts will be dedicated to goal-based metrics. We will examine specific metrics, what they tell us, how they are calculated, the best ways to implement their tracking, and what business goal they help us achieve. The hope is that you will be able to take some of these metrics and implement them to enhance your own business strategy.