We all know that marketing analytics are important. But what does marketing analytics really mean? And which metrics really matter for marketers in 2019? According to WordStream, marketing analytics is “the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI).”
One important aspect of marketing analytics to track is the conversion rate. You can determine which leads are most likely to convert to customers by tracking this analytics. According to Marketo, tracking conversion rates helps you predict the future behavior of customers, which will ultimately improve your ROI. Website analytics is another key component of marketing analytics, according to Kuno Creative. You should track the number of people coming to your website, as well as the sources of traffic such as organic search, paid search, and social media. Marketers should note which content is most popular and which content causes visitors to leave the website. These factors will help you make better decisions about your website content moving forward.
Email analytics are also important for marketers to track. You should track open rates, or the percent of people who open your emails, as well as click-through rates, the percent of people who click-through to your content after opening your email. Unsubscribe rates are also significant metrics, to determine the effectiveness of your email program. Tracking your email analytics over time will help you optimize your email program and improve your results. Facebook likes is an example of a vanity metric or a number that looks good on paper but does not really impact your overall business goals. While it may look great to have a million Facebook followers, the number of likes does not really tell you how many of those fans are becoming actual customers. Facebook likes are a marketing metric you can mostly ignore in 2019.
If you’re diving into the world of marketing analytics, you do not have to dive in alone. Your partners at the Borenstein Group, Top DC marketing agency, are here to help you with all of your marketing needs. Contact us today to get started with your marketing analytics project.