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Google Analytics offers a huge amount of data, and an almost endless array of options for analyzing that data. That's a great thing for data-driven marketers such as ourselves, but for many businesses, that can be overwhelming and is frankly more information than they will ever need. There are a handful of critically important metrics that every business should be reviewing to identify the overall health of their website, and our recent broadcast focused on those.

The ability to measure digital marketing activity is one of its greatest advantages. Inbound marketing, which leans heavily on digital marketing tactics, has similar advantages. But unlike more traditional digital marketing tactics, which try to convert visitors into customers during their first website visit, inbound marketing is a long term strategy. It involves nurturing visitors weeks, months, or even years before they are ready to make a purchase.

If your organization is concerned about monitoring marketing efforts and wants to continuously improve results, then developing a digital marketing dashboard should be a priority. Dashboard reports can provide at-a-glance clarity around current digital marketing efforts with a focus on how digital marketing efforts are contributing to meaningful business results.

Metrics Drive Decisions

An article was published this morning by eMarketer that highlights the criticality of data. You can read the full article here. The survey results reveal that more than 3 in 4 marketers feel the greatest deficiency among marketing agencies is their lack of analytics and meaningful KPIs. See chart below.

Author note: the article below was originally published on WorkItRichmond.com, a subsidiary of the Richmond Times Dispatch. I’m reposting my article on this blog with the intention of adding to the piece over time.

Industry experts report that marketers this year will spend $171 billion on paid advertising. Those advertisers, and their bosses, will experience much anxiety because in many cases they won’t know what worked and/or how well it worked. Here’s a quote from a famous man that underscores this -

The following post originally appeared in WorkIt Richmond, an online resource for small business owners in central Virginia.

What Is Not Provided?