Marketers are pressured every day for top-line growth and bottom-line results. You need to deliver measureable performance. Since the one constant we can all rely on is change, we need data-driven continuous feedback to design, execute and improve marketing campaigns to show that all-important ROI. To do this properly, I recommend you develop an analytics strategy.
You probably already have strategies for your email campaigns, your online ads, your social media, as well as everything else you do…right? Why not devote some strategic thinking to your measurement? An analytics strategy will put your metrics into a context that aligns with your business goals and objectives. Then you’ll be able to answer the most meaningful questions by tracking only the relevant metrics. Don’t let yourself get lost in a sea of data.
It seems that too often an analytics strategy is an afterthought. It shouldn’t be. A well-thought-out measurement strategy is worth its weight in gold.
Here are my top 5 reasons for developing an analytics strategy:
Your take-home message: An analytics strategy puts data in context. Without context, the data is meaningless.
After all, this isn’t your mother’s web analytics.