By the numbers, not for the numbers
Turning data into information
The great thing about marketing in this millennium is that we can keep score.
The less great thing is figuring out which numbers really matter. Way too often, marketers work for the data rather than making the data work for them.
Let’s resolve together to not fluff up cheap metrics to make ourselves look good, and to instead work together to identify what matters, what works and what doesn’t.
Better art through science
The purpose of tracking and analyzing performance is to improve both the quality of our audience and the quality of our content. If we do this right (and we will), it creates a cycle of continuous improvement. You win, we win and your customers win. Yay us!
We’ve built this li’l old agency on a foundation of long-running client relationships. Analytics helps us to keep iterating forward, keep things fresh—and keep our clients a step ahead of their competition.
Brains turned on
This isn’t rocket science, but it does require us to think. We power up our laptops every day with our brains engaged, never downshifting into glide mode.
We don’t just collect the data. We devour the data. The numbers tell the story, but not until we pull meaning out of those numbers. That means picking up those GA reports and shaking them around a bit to decipher what’s really happening, and what’s really possible. It means asking questions like:
- Which blog posts performed best last year? Let’s add more of those to the content calendar.
- Which eBooks drove the most newsletter subscriptions? Let’s consider a webinar on that topic.
- What earned the most social shares? Which platform introduced the most prospects? Let’s up our ad spend.