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.

Focusing on identifying what metrics will be used to evaluate success and return on marketing investment, and combining those metrics with customized configurations in the web analytics platform brings a level of transparency for the client. We have found this approach builds confidence for the client and establishes a common language for discussions about ROI and future marketing investments.

Additionally, as we attack conversion rate optimization, having the ability to measure micro-goals (those activities that suggest a good level of online customer engagement) and macro-goals like online sales, appointment scheduling and lead generation is critical. Establishing a foundation of metrics upfront and having the ability to segment web analytics data enables improvements in online conversions.

When marketers are vetting and evaluating market agencies, we recommend the client evaluate the agency's approach toward establishing KPIs and how they will use web analytics data to optimize marketing investments.