An important part of creating a sustainable marketing plan is laying a foundation for measurement as part of the initial strategy. In addition to Google Analytics, there are several tools for analyzing online activity that can be effective when they’re set up properly and monitored regularly.
Identify the Key Metrics
Before you dive into a marketing campaign, think about your business goals and identify the metrics that tell the story.
Map the Journey
Knowing your customers and what channels they use can help you understand what drives them.
Discover the Sources
Are your customers typing in your website address or clicking on a link from an email newsletter or social media post? Are they using their computers or a mobile device?
Determine the Direction
Statistics are the storytellers that reveal whether or not your efforts are working … or not.
For more ideas on how to get started, Social Media Examiner has an excellent article on Essential Google Analytics Resources for Marketers: A Complete Guide.
The ultimate authority must always rest with the individual’s own reason and critical analysis. – Dalai Lama
Photo by Caren Libby – Antique Cash Register at the Magic Chef House – St. Louis, Missouri
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