Getting good at data is a MUST if you want to move forward in your marketing career, but it’s also one of the toughest areas to master. Even for experienced marketers.
So here are some tips to help you advance your game when it comes to analytics & reports.
(A thread) 👇
So here are some tips to help you advance your game when it comes to analytics & reports.
(A thread) 👇
1/ Become familiar with the metrics that are most important and talked about for whatever area of marketing you specialize in.
For ex, in paid acquisition channels, those would be ROAS, ROI, CAC, CVR, CTR, etc.
(And learn how your organization defines these because it can vary)
For ex, in paid acquisition channels, those would be ROAS, ROI, CAC, CVR, CTR, etc.
(And learn how your organization defines these because it can vary)
When I first started in ecommerce marketing, I had no idea what AOV and UPT were.
I wasn't too proud to ask questions or do a quick Google search whenever I heard something I didn't understand, though.
I wasn't too proud to ask questions or do a quick Google search whenever I heard something I didn't understand, though.
2/ Create a reporting template to provide a snapshot of your success to leadership.
It takes work to figure out what's most valued and how to best communicate it in a preferred view. Some prefer slides. Others want numbers in spreadsheets.
Tell a clear story using the data.
It takes work to figure out what's most valued and how to best communicate it in a preferred view. Some prefer slides. Others want numbers in spreadsheets.
Tell a clear story using the data.
Luckily, you don’t have to reinvent the wheel from scratch here.
There are a lot of places you can find free reporting templates.
For example, @HubSpot is (as always) a good resource with some free downloads
offers.hubspot.com/monthly-market…
There are a lot of places you can find free reporting templates.
For example, @HubSpot is (as always) a good resource with some free downloads
offers.hubspot.com/monthly-market…
3/ Become a Google Analytics wizard.
GA is the center of most marketer’s data world. Knowing how to navigate the many, many tools and capabilities will give you a leg up on the competition and impress your team.
GA is the center of most marketer’s data world. Knowing how to navigate the many, many tools and capabilities will give you a leg up on the competition and impress your team.
Google offers free certification courses and learning modules (which look SO great on your resume, too).
They’re pretty easy to complete and give you a lot of foundational knowledge.
analytics.google.com/analytics/acad…
They’re pretty easy to complete and give you a lot of foundational knowledge.
analytics.google.com/analytics/acad…
There’s also the @googleanalytics Solution Gallery where you can download dashboards and custom reports built by experts to personalize your own data view.
I love to use these as a starting point to get a sense of what metrics are useful.
analytics.google.com/analytics/gall…
I love to use these as a starting point to get a sense of what metrics are useful.
analytics.google.com/analytics/gall…
4/ Think outside of the box occasionally.
Don’t just gather the data. Take time to figure out how to actually apply it to make your life easier.
If you pull data and put it into reports but don’t use it to optimize your messaging and content, there really isn’t any point.
Don’t just gather the data. Take time to figure out how to actually apply it to make your life easier.
If you pull data and put it into reports but don’t use it to optimize your messaging and content, there really isn’t any point.
Ex: Using Audience data in Google Analytics, I saw a high number of website visitors who were Millennials + movie buffs.
I then created matching audiences (Millennial movie lovers) for ads + tailored content to cater to their interests (gifs depicting popular movie scenes, etc)
I then created matching audiences (Millennial movie lovers) for ads + tailored content to cater to their interests (gifs depicting popular movie scenes, etc)
Our business had nothing to do w/ movies, but I figured out how to weave it into touch points with prospective customers to build relationship w/ them.
Like going on a date w/ an idea of the person's interests and using that to make conversation easier and more natural.
Like going on a date w/ an idea of the person's interests and using that to make conversation easier and more natural.
5/ That said, there’s a world beyond Google Analytics and plenty of tools that can help you zero in on the data you really want with minimal effort (maybe even jazz it up w/ a lil dataviz).
Here are a few 👇
Here are a few 👇
@GetOribi: tracks everything that happens on your website
@CrazyEgg: lets you monitor & improve experience on your site or landing pages
@Quantcast: more data on your audience & customers for better content
@tableau: visualize your data
@CrazyEgg: lets you monitor & improve experience on your site or landing pages
@Quantcast: more data on your audience & customers for better content
@tableau: visualize your data
6/ Do research. There are also some great organizations that provide valuable content and resources for free.
@wordstream is my go-to for paid acquisition channels
@hubspot for inbound marketing
(more 👇)
@wordstream is my go-to for paid acquisition channels
@hubspot for inbound marketing
(more 👇)
@ahrefs for SEO
@buffer for organic growth
@Adweek for campaigns & inspo
@PromoPrep for calendar planning
@yoast for WordPress SEO
@buffer for organic growth
@Adweek for campaigns & inspo
@PromoPrep for calendar planning
@yoast for WordPress SEO
And find experts in the area(s) you want to specialize in and follow their work.
Examples -
Content: @TheCoolestCool
Community: @ThatChristinaG
Storytelling: @kevinleeme
Personal branding: @brianne2k
(more 👇)
Examples -
Content: @TheCoolestCool
Community: @ThatChristinaG
Storytelling: @kevinleeme
Personal branding: @brianne2k
(more 👇)
Analytics: @StevejLamar
Social media: @West_Syed & @Codishaa
Copywriting: @harrydry & @toppingofirony
Marketing psychology: @kushaanshah
Podcasting: @tpelligrino @_JustinBrown
Internal marketing: @kerryastimpson
Newsletters: @axeie6
And MANY, many more!
Social media: @West_Syed & @Codishaa
Copywriting: @harrydry & @toppingofirony
Marketing psychology: @kushaanshah
Podcasting: @tpelligrino @_JustinBrown
Internal marketing: @kerryastimpson
Newsletters: @axeie6
And MANY, many more!
That helps because you learn about what they focus on, measure and optimize.
The more you immerse yourself and consume content that is valuable for your growth, the more you...grow (duh lol).
The more you immerse yourself and consume content that is valuable for your growth, the more you...grow (duh lol).
If you found this valuable, here are other threads you might like.
Tips to improve your copywriting 🌸👇
Tips to improve your copywriting 🌸👇
https://twitter.com/ccmarce_writes/status/1349904114298327041
A breakdown of Roblox & the company's future growth
https://twitter.com/ccmarce_writes/status/1392622243759501318
Why you shouldn't sleep on @Snapchat as a marketer
https://twitter.com/ccmarce_writes/status/1387099105873338370
How @wattpad uses the power of community & content to fuel growth
https://twitter.com/ccmarce_writes/status/1385415540391481345
A little social media history lesson about the "grandfather" of MySpace & Twitter
https://twitter.com/ccmarce_writes/status/1380162006607671296
My favorite free marketing tools (a mega list)
https://twitter.com/ccmarce_writes/status/1367675375044681733
And of course, join a crapload of other marketers who allow me into their inbox once a month or so with my newsletter of useful content (newsletter going out tomorrow morning!) chantellemarcelle.com/marketing-news…
almost forgot, i wrote a piece on digital marketing + improving your data chantellemarcelle.com/7-steps-to-imp…
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