As a marketer, you have a plethora of data at your fingertips. That is both a good thing and a bad thing. It is great because it helps you make better decisions. But it can also be overwhelming. Data from your website, from you social media posts, from your emails – what do you do with it all?
The first step: breathe.
The second step: make a plan.
Before you can understand what to do with the data, you need to know what data you have. Different distribution methods will produce different data. And not all data is created equal. Every metric tells a different story and will help you answer different questions. If you are looking for a way to collate all of that data, there are several ways you can do it. It could be as simple as a spreadsheet or as complex as a platform like Datorama or Domo to connect all your data in one view.
If you are just beginning to work with your data, here are some common metrics and what story they tell:
|CHANNEL||DATA POINT||WHAT IT TELLS YOU|
|Web||Acquisition||How did the people who visit your website find it? Acquisition can tell you where those visitors were before the landed on your website? Did they click on a link in a paid ad? Did they come from a social media site? Or did they come from organic search?|
|Web||Bounce rate||A high bounce rate indicates that a large number of people who found themselves on your website did not find what they were looking for and left your site quickly. This means your content was not what they were expecting to find or not appealing to them.|
|Web||Conversion rate||Depending on what type of conversion you are measuring (web form completions, purchase, newsletter subscriptions, etc), this metric will tell you what percentage of people who land on your website complete that action.|
|Social media||Engagement||This is an umbrella term that covers several different metrics. In general, engagement measured how involved your followers are with your content. It encompasses likes, comments, shares, and clicks.|
|Social media||Awareness||Impressions and reach are both included in determining awareness. These both tell the story of how many people were shown your content, either in their feed or through someone sharing it, as well as the potential that their connections might also see it.|
|Open rate||Must as it sounds, this is the number of people who actually open your email. This data point might indicate that your subject line is not enticing enough for a subscriber to want to read the contents.|
|Paid search||CPC (cost per click)||The cost that you paid from your planned budget based on the number of times your ad was actually clicked. You generally want a lower CPC.|
|Various||CTR (click thru rate)||This metric is measured on several different channels and will tell you how frequently or how many times people have clicked a link that you have provided. You can publish all the content you want, but if people don’t eventually take action, you are not going to move them down the funnel towards purchase.|
Once you have mastered the basics of collecting, reviewing, and understanding your data, you can get into more advanced measurement that will give you even more insights into your audience, how they interact with your content, and how that leads to sales.
Learn more about data points that that are not based in numbers here.