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Why Analytics Are Not Enough

Inbound Marketing

Data, Data, DATA. It’s a buzzword the marketing world throws around.

Visitors come to your website. They click (or not). They browse (or not). They move on (or, if you’re doing things right, not).

As marketers, we’re fortunate to have tools to collect this data and other various analytics. But there is more to analytics than collecting data.

The Data We Gather

Tools like Google Analytics and HubSpot allow a marketer to gather information on website visitors such as:

  • When and how they found your website

  • What page they landed on

  • How long they stayed on that page

  • If they clicked on a page link

  • If they filled out a form

If they filled out a HubSpot form, you can obtain even more critical information that can range from basic to complex, for instance:

  • their name

  • their Twitter account

  • the company they work for

  • their interests

Google Analytics has also implemented better demographic analytics that include the general interests of the site visitor.

Facebook’s Graph Search and other social tools also allow a marketer to have a closer view of a visitor’s likes and personality.

These measurements give insight into what’s working or not working on a business’ website or digital presence. With this information, we can uncover problem areas and areas of opportunity and growth.

How to Use Analytics

An understanding of the analytics means more than just gathering data. Setting goals and creating content that appeals to your audience are all discovered by gathering and reviewing these metrics.

Random acts of marketing (RAM) without measurement feels a bit like running on a treadmill. You’re going nowhere. Usually when a business is doing RAM, they’re not looking at ROI.

Let’s be honest, marketing isn’t free. Even organic, rich content and regular posts on your favorite free social network still cost something.

Aligning marketing, sales and business goals is imperative, as well as the true measurement of their success.

The best way to set those marketing goals is to start with a baseline. While collecting analytics and data, you can start to align your goals by asking questions like these:

  • Which page is your highest visited landing page?

  • What keywords are on that landing page/Is there a Google search term that brings traffic to that page?

  • Does that page/do those keywords closely align with your business and sales goals?

From those questions alone, you can make goal-oriented decisions such as adding a call-to-action to the page that encourages the visitor to fill out a form, or engage with your brand in some way. Or perhaps the decision is to re-evaluate your keyword strategy.

In some cases, this information may go beyond marketing goals and give you an idea for the next product or service your business should offer.

Growing your business is your goal or else you wouldn’t have a business. The data you gather from analytics can be just as important as a business development manager, if you go beyond the gathering to see what it can do for you. Used smartly, those analytics can both save and make money for your business.

Be a Smart Marketer

Having analytics isn’t enough. We need to know how our online channels are doing so we can keep our audience engaged, continue to use our marketing resources wisely, and make the right choices for our business.

Being a smart marketer means making smart decisions. And smart decisions have to start somewhere.

Inbound Marketing 2014 Guide from Mojo Media Labs


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