Our marketing analytics process
When conducted correctly, marketing analytics and data visualization will tell a complete story about your business’ marketing efforts.
Determining KPIs and Metrics
In order to have meaningful metrics and data that tell a story, the correct KPIs and metrics must first be selected. Different campaigns may be pursued for different reasons, for example, sign-ups, purchases, and more. Choosing the right metrics and asking the right questions is essential to getting the right data and the right answers.
Gathering Data Across Channels
Many marketing campaigns are run across different marketing channels. This requires the aggregation and synthesis of data from platforms like Google, Meta, Amazon, and more. Focusing on data from a single platform will create an incomplete picture of your campaign’s true performance and will yield limited forward-looking insights. Omnichannel data compilation is the best way to understand the entirety of your efforts and will paint a clear picture of what is performing well and what is not.
Data Analysis, Interpretation, and Visualization
Raw data is like the raw ingredients of a cake–they must be mixed together and then placed in the right environment before it’s digestible. The analysis, visualization, and interpretation of the data is where real insights happen. During this stage, we get to see what is actually working and perhaps even build predictive models based on the aggregated data.
Reintegration of Findings
Finally, the findings don’t just stay in a vacuum. For best results, the findings from the data must be re-integrated back into the campaign to prune under-performers, reinvigorate over-performers, and test out new insights. With enough time, these findings become cyclical and give new, highly-valuable insights about potential new personas that your brand can engage with.