Today I want to share the “secret” of marketing analytics, the thing that will make you less or more successful at your job, at marketing, at anything that can be measured.
Having data is one thing. The more of it that you have that’s clean, correct, and consistent is a good thing, but data itself is not enough. Even reporting on the data isn’t enough. After all, what good is it if you don’t know what to do with it?
Here are the two questions you can ask of any data point or series that will immediately make you better at interpreting it.
1. What contributes to this?
2. What does this impact?
This seems so fundamental that on the surface, it’s laughable. That’s “the secret”? Surely there must be more. An 8 year old can ask those questions. Actually, no, there isn’t too much more, because these are really difficult questions when you dig into them.
Let’s take a single metric, a single series, unique visitors to your website. What contributes to getting people to your website? It could be dozens or hundreds of things. Advertising, marketing, PR, word of mouth, flying planes across the sky… lots of different things contribute to this number. If you need to increase it, then you need to know what contributes to it, and make a choice among those options of what’s going to give you the best bang for the buck.
What does this impact? Again, seemingly simple, but it’s not. Do unique visitors to your website mean anything? What percentage of them turn into marketing qualified leads? What percentage of them turn into sales qualified leads? If the answer is zero, then focusing on unique visitors is just wasting your time. As I always say, fix the most broken thing first. If your conversion from advertisement to unique visitor is 10% but your conversion from visitor to marketing qualified lead is 0.00001%, pumping more dollars into advertising isn’t going to move the needle as much as transforming your visitor conversion to 1%.
This is also the means by which you can assess the impact of any of the so-called “studies” being published every day by various content marketers. Let’s say a study is released that cites that Facebook users are 16 times more likely to share a video of a hippopotamus farting than Twitter users. Assuming that the study is scientifically and statistically valid, you still need to ask what that particular piece of information’s impact on your business is. Chances are, unless you’re a marketing manager for a zoo, it’s not going to be terribly impactful. (though it will be funny)
You are asking the fundamental questions of cause and effect. What causes a metric? What does the metric affect? Having solid answers to each helps you understand the relevance of a metric and most important, what to do next. Amazingly, despite the apparent simplicity of these questions, few people ask them, and even fewer can answer them. You have the opportunity to be one of those rare few.
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