Analytics Turn “What” Into “Why” Into “What Next”

By | 2017-07-19T14:29:27+00:00 May 10, 2017|How To Be Awesome, Innovation, Marketing, Technology, Viewpoints|

WHAT YOU PROBABLY KNOW

Analytics are all about using data to strengthen marketing.
They help you understand and optimize the performance of individual tactics like websites, banners, emails, and apps, as well as entire marketing campaigns.

Taking the first step in analytics can be easy. Do an “A/B Test.” For example, test two different banners, or emails, or CTAs. It’s simple, and gives you actionable insight in as little as one day. For a website, you can do a “Multivariate Test” of multiple things at the same time, like headlines, copy, images, functionalities. This shows you how to make adjustments that will strengthen your website.


WHAT YOU MIGHT NOT KNOW

Basic metrics are good. But customized analytics are incredibly valuable.
The analytics tools we use at JUICE, like Google Analytics, Adobe Analytics, and Veeva can provide basic metrics without any customization. But the most powerful insights come when we do custom tracking that lets us analyze the most meaningful customer actions.

There is not one, all-important marketing metric that rules them all.
Sometimes too much focus is placed on a single metric, for example, “coupon downloads.” The real focus should be on understanding what led to that conversion. How are the different tactics in our marketing plan affecting one another, and moving a customer down the funnel?


WHAT YOU NEED TO KNOW

Analytics strategies should always align tightly to marketing objectives.
In fact, the best time to define your analytics strategy is at the same time you’re defining your marketing strategy. Analytics and marketing get together and collaborate, identifying all the KPIs (Key Performance Indicators) that should be measured. This ensures that everything, from tactical brainstorms to media planning, is focused on achieving the right objectives.

 

There’s a big difference between an “Analytics Report” and “Analytics.”
The “Analytics Report” tells you what’s happening, but not why, or what to do. That’s the fun part (really, it is). Reviewing it and discussing it together—agency and client—is when insights emerge and questions are answered. Did our email drive conversions on our website? Have our banners failed to increase app downloads? Seeing, understanding, and using these insights is the best way to maximize the success of your marketing plan.

Things to think about
Do you know how well your marketing plan is performing? Do you know why?

If you’d like to learn more, contact me at ccarter@juicepharma.com.

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About the Author:

Colleen Carter
EVP, Business Development

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