When was the last time you felt pressure in a meeting articulating your marketing analytics to your clients? Probably within the last week, right?
Understanding that this topic is constantly evolving, there is a need for constant education on the topic of how to better make data-driven decisions. Not only is it important for you to understand how the data comes about, but how to articulate the information to stakeholders.
With so many tools, systems and technology it can be daunting to know what to focus on and learn about, so if you're wondering how to build your knowledge in marketing analytics, here's what we're talking about...
"CMOs struggle to find the right metrics that will get them credibility, and show how marketing contributes to the bottom line -- especially when 80% of CEOs don't trust the efforts of their marketing teams."
Metrics like cost per lead, number of visitors to your website, or your conversion rate are all valuable metrics to asses within your marketing team and see what part of your marketing process is broken. However, CEOs care more about the costs and net results. This blog article has a list of critical metrics that your CEO will likely want to discuss with you.
"Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g. social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they're achieving their business goals."
Web analytics focuses on metrics like website traffic and bounce rate, but doesn't take into consideration your other marketing channels. Marketing analytics includes data not only from your website, but takes into account your other marketing channels business metrics like leads and sales. This article explains what marketing analtyics can do for your business and how it focuses on people centric data.
You Ask, I Answer: Learning Marketing Analytics Resources Via Christopher S. Penn
Here’s the logical progression of training for burgeoning measurement folks in digital marketing today. Review these courses in the following order to build a foundation of knowledge. Then read the books for deep dives into specifics. Finally, subscribe to and read the blogs for continuing education.
HubSpot Inbound Certification Via Hubspot
The curriculum covers many parts of inbound marketing, including analyzing your efforts to make smarter decisions on where to invest in your future. Not only is it free, but it's available to anyone interested in learning these best practices.
Google Analytics Academy Via Google
Google Analytics is one of the most popular platforms for companies analyzing their marketing efforts. In addition to courses to teach users how to use Google Analytics, there are also courses that teach about data analysis in general, from mobile analysis to digital analytics.
Unbounce Call to Action Podcast Via Unbounce
Every week the team at Unbounce puts together a podcast with an experienced marketing guest to discuss failures and successes seen online. From each episode, you’ll take away a ‘Call to Action’ to use in your marketing campaigns. Guests include Andy Crestodina, Dave Gerhardt, and Peep Laja, and more.
Marketing Over Coffee Via John J. Wall & Christopher S. Penn
Each week John J. Wall and Christopher S. Penn visit a local coffee shop to chat marketing. They cover classic tips mixed with newer marketing tactics and focus on providing a 20-minute show of chit chat you only get from being out of the office.
If want to learn how to calculate and explain the marketing metrics your boss actually cares about, download your free cheat sheet to show your stakeholders what analytics matter most to ROI!
This blog is part of Your Definitive Guide to Conversion Rate Optimization blog series