The reason to measure digital analytics is to help inform your marketing strategy. But the digital analytics report we were producing at the end of each month was just checking the “done” box. It left me asking, “so what?”
I needed to revamp the report to make it more meaningful but first I needed to build a structure around which to think about the data.
This is what I did to teach myself digital analytic reporting:
1. I took a free and amazingly useful Digital Analytics Fundamentals online course through Google Academy. I recommend this to everyone in marketing.
2. I built a digital marketing and measurement plan in order to identify the business objectives, goals to reach those objectives, key performance indicators (KPIs), targets, and segments. Avanish Kaushik's article helped me structure that thought process.
3. I added several sections to our analytics report to answer the questions I put forth in the measurement plan and address KPIs.
4. I wrote a measurement implementation plan to spell out the status quo, and the changes we would need to make to our Google Analytics account in order to capture more information about our users (e.g. Goals, event tracking, new account structure to better-manage data, campaign data).
...and the last step, was to do it! I structured and wrote the first report, squinting at data and playing with Excel and Google Analytics to get the information that really told me something (my plan outlined what we needed to know) about the performance and return on investment in time and energy of our marketing strategy.
Keep in mind, we also measure our social media impact, so GA is not the only tool we use. Some other tools are Crowd Booster (especially useful for measuring Twitter impact) and Custom Scoop. I also pull data from Facebook, Linkedin, and our email marketing service.
If you have questions or comments feel free to ask in the comments or tweet me @carriej0rdan