The top sign of bad marketing analytics

How do you know whether your marketing analytics is effective?

What’s the top sign of an ineffective marketing analytics program?

It isn’t ROI. It isn’t increased sales volume.

Let Batman give you the answer:

Batman Begins

The top sign of bad marketing analytics: you never do anything with the data you collect or the analysis you perform.

You build a model, you deliver a report, and it sits on a shelf. No one acts on the data or analysis. No one makes any changes. No one even tests anything. After you walk out of your reporting meeting, you have no deliverables and no deadlines. In the short term, that may not be a bad thing, but in the long term, it means your job is non-essential.

If your marketing analytics end up as shelfware, you’re doing one of two things wrong:

1. You’re not measuring anything that matters to your stakeholders, or
2. You’re presenting information that your stakeholders cannot understand.

Either situation results in inaction.

Change what you measure, or change how you explain your measurement, and you’ll take the first steps towards a marketing analytics program that delivers real impact.


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How to replace Twitter’s website analytics with Google Analytics

Remember when Twitter rolled out website analytics? It was a wonderful secret just between us marketers. Well, the developers giveth and the developers taketh away. Twitter’s website analytics is no more:

Campaign_overview_-_Twitter_Ads

So how do you replace this? How will you figure out if Twitter is is delivering website performance to you, if you’d become accustomed to measuring your tweets with the built-in tool?

Google Analytics is your answer. Here’s how to set it up. First, open your Google Analytics profile.

Audience_Overview_-_Google_Analytics 2.jpg

Second, start a new custom segment, shown above.

Next, create a Traffic Sources match for Twitter. I like to measure both Twitter.com the website as well as links from Twitter’s link shortener, so that I capture clicks from the mobile app and third party apps. Here’s the difference:

Audience_Overview_-_Google_Analytics 3.jpg
Above, twitter.com alone.

Audience_Overview_-_Google_Analytics 4.jpg
Above, twitter.com and the t.co link shortener

Name your segment something obvious, like Twitter traffic.

Audience_Overview_-_Google_Analytics

Hit the blue Save button, and you will see the traffic you get from Twitter to your website (above).

Remember that setting this measurement up only measures the last third of our social media measurement model:

Slide5.jpg
taken from my new book, Marketing Blue Belt

We still need to measure audience growth and engagement. Measuring website traffic from a social media source isn’t enough to achieve the results you’re looking for.

Nonetheless, if you relied upon Twitter’s website analytics, you’ve got a replacement in Google Analytics. Give it a try!


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Which social network is right for you?

My friend and colleague Chris Brogan posed the question: “Which social network is right for you?”.

Our answers differ because our perspectives differ. My perspective is powered by data and analytics. In social media, three categories of metrics are important:

Slide5.jpg

taken from my new book, Marketing Blue Belt

The social network that’s right for you depends on what your goals are. Followers, fans, and Likes are part of audience growth. That’s a valid beginning goal, because if you have no one to talk to, you have nothing to measure. Which social network is most efficient for growing audience for your business? When I look at Facebook and Twitter over the last 90 days, Twitter by far is the easier network for me to gain new audiences.

Christopher_S__Penn.jpg

Facebook growth in 90 days: 60 people

Christopher_Penn_Twitter_Statistics_-_Twitter_Counter.jpg

Twitter growth in 90 days: 1436 people

Engagement is an important metric for building rapport with your audience. If no one’s talking to you, no one’s thinking about you. How much engagement are you getting on each social network? When I look at Facebook and Twitter in the last 28 days, Facebook gets a higher percentage of people to pay attention, while Twitter gets me in front of more people.

Christopher_S__Penn 2.jpg

Facebook organic reach, 28 days: 92/1,480, or 6.2%

Tweet_Activity_analytics_for_cspenn.jpg

Twitter organic reach, 28 days: 879/79,920, or 1.1%

Finally, traffic down-funnel shows how your audience and engagement turn into business impact. Even an offline, brick-and-mortar store should still be able to attract people to your website. They may just use the website for driving directions, but that interaction still matters. Which network brings people to my most important digital property?

Audience_Overview_-_Google_Analytics.jpg

Facebook traffic on-site: 3.55% of all traffic

Twitter traffic on-site: 10.01% of all traffic

Which network is the best for me? My goals are to get people on-site to read, subscribe, and perhaps even buy a book. Traffic down-funnel matters most to me, and that means I’ll continue to focus on Twitter for now.

These numbers aren’t fixed in stone. Re-evaluate them every quarter or every month to see how they change over time. Today’s hot social network may be tomorrow’s MySpace!

Which social network is right for you? The network that’s most aligned to your goals. Do your homework, then decide.


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