Marketing Foundations: Analytics

Learn how web analytics can improve your marketing game.

Introduction

• Improve your marketing analytics acumen

1. The Objective of Marketing Analytics

• Obstacles to effective marketing analytics
• Identify your business objectives for marketing analytics
• Define objectives, goals, metrics, and KPIs
• Implement business objectives for strategy

2. A Clear Analytics Strategy Creates Clear Measurement

• Create measurements that connect to objectives
• Focus on marketing tactics, not channels
• Establish target outcomes and value for your analytics
• Establish comparison and benchmark data

3. Implement Analysis Methods

• Leverage the best analytics skill: Asking questions
• Apply question-asking frameworks
• Connect measurement factors in marketing campaigns

4. Turn Data into Insight, Insight into Action

• Apply KPIs to connect data to action
• Improve the user experience using marketing analytics
• Establish a reporting framework for your analytics data

Conclusion

• Implementing your marketing analytics strategy