- To be successful in digital marketing
having a high level overview of your data isn't enough.
You have to be willing to study the data
at each point in the customer's journey.
It's more than how many likes a post has
or how many visits to your website.
It's a quest to understand why your consumer
is doing what they're doing.
The data will paint a picture
and it might not be obvious at first,
but when you become extremely familiar with your data
it'll be a lot clearer.
Start every morning by looking over your metrics,
familiarizing yourself with the information,
exploring ideas that are new and foreign,
and trying to correlate things
that might be seemingly unrelated.
Look at everything from your social media metrics
to your customer service email volumes,
it all counts for something.
And once you think you've learned enough, dig deeper,
it's an incredibly valuable skill to hone
and you'll want to practice it as much as possible.
Over time, you'll come to identify patterns
and you'll begin to evaluate what metrics
are really the most important.
But digital marketing requires a data first mindset.
I want you to start getting in the habit of saying,
"Show me the data."
Your data is going to dictate the experiments you try.
And whether those experiments succeeded
in growing your business.
Your data will help you evolve your messaging
and help you resolve issues.
Just about every digital platform you interact with
has analytics capabilities built in, explore them.
And, if you haven't already,
I encourage you to get started with Google Analytics.
Out of the box,
you can bolt Google Analytics onto your website
and get incredible insights into who your customers are,
what they're looking for,
and where they're falling out of your funnel.
There's an endless amount of data
that you can interact with.
The moral is to not trust your gut,
avoid leaning on instinct,
and instead, let the data do the talking.