I spoke at this conference a few years ago (back when it was called Digital Atlanta), so I knew there would be a great variety of sessions that would be interesting to attend. The key takeaway for me and one of the common messages I heard throughout the entire week was…analytics.
With all the technology out there, tracking everything we do online, everywhere we go, our preferences/dislikes, our behavior and more, it’s no surprise that figuring out what to do with this data is extremely important, especially to marketers. Here’s the short version of what was discussed:
- Step 1: Determine your goals. Do you want to increase visitor time spent on your website? Do you want to increase sales? Do you want more Facebook engagement? Knowing what you (or your boss) will consider a success is key.
- Step 2: Determine what to track. Once you’ve set your goals, review what data you can track. From email open rates, items left in shopping carts, top pages viewed on your website to demographics of your Facebook fans, pick a few and pay close attention.
- Step 3: Review the data. Determine how often you should be reviewing your analytics data. Is it weekly, daily, monthly? Figure out which format is best to visually assess your data. As Lauren mentioned in last week’s blog, is a huge monthly report needed or would an infographic be more beneficial?
- Step 4: Adjust your goals and/or strategy. Once you’ve reviewed the data, now is when the important stuff happens. What worked? What didn’t? Make changes, set new goals and try something new.
- Step 5: Test, test and test. Keep reviewing the data and testing new tactics. If you find something that works, you can always find new ways to tweak it and improve or target another audience you hadn’t before.
Analyzing data can be overwhelming, so start small, develop a plan and work your way up.
I also have to give a shout out to SouthWiRED for their design work. If you didn’t notice it the first time, take a second look at the logo. Hint: The light bulb is very cleverly designed. Spot it?
-Telleen Gegner, c21