There are countless analytical platforms and tools out there for measuring just about every facet of your website and marketing efforts. From web analytics platforms like Google Analytics, to social media tools like Facebook Insights, the number of metrics and insights that can be gathered may be downright overwhelming to the less-experienced. Even worse: The higher-ups you are pulling these metrics and writing 20 to 30 page reports on visits, Likes, and pageviews for simply don’t understand, and might not even care. This presents a problem, as these are also the people that control your marketing budget.
At this point you are probably scratching your head. Sure, there are plenty of great insights in those 30 page reports on content performance and conversion funnels. You might be able to see which products and services consumers are most interested in this quarter, or that your pay-per-click campaign drove a large amount of targeted traffic to the website. But none of this resonates enough with the decision-makers. They speak one language and one language only: Dollars and cents. So how do you prepare reports that interest them?
Getting to the data and insights via your arsenal of analytical tools is only half the battle. Convincing your superiors that what you found is relevant and worthy of their time is the other half. If you can convey the value of your findings via compelling visuals and reports centered on ROI, the time saved, and efficiencies that were created, you will stand to gain the support of the decision-makers and ultimately drive improvements in your marketing efforts.
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