- The data you collect on your website,
your campaigns, and your social media efforts
will determine the overall health of your digital marketing.
The data is your map.
Without it, you'll be flying blind.
Now there are a number of tools available
that help you understand what's happening now
and even model what's likely to happen in the future.
Let's dig a little deeper into measuring data
by looking at how we can capture data
within our three medias, paid, owned, and earned.
So the easiest place to start is with your own website.
Here you can track insights like how many visitors,
what actions they took, where they're coming from,
what pages they looked at the most,
and how long they've stayed.
Google analytics is a great resource
for tracking your web data and has incredible features
that let you follow a user even if they're switching
between their desktop and mobile devices.
Now your paid advertisements are typically tied
to a reporting platform provided by the tool
that you're using to run those ads.
And this data is extremely useful
as it can give you granular details
on which ads are working, what targeting makes sense,
and how much you're spending to acquire a customer.
Now be sure you've set up conversion tracking
with any tool that you're using.
You can track conversions of sales, as phone calls,
as new letter signups,
or whatever else aligns with your specific goal.
Now, the final part of our measurement
will come from earned media.
And this one is typically the most difficult.
Here, your outcomes aren't necessarily determined by spend
but how interesting people think your product
and services are.
Here, you're tracking things
like your social media fan base,
mentions and interactions on tweets
and video views on YouTube.
Now you may have many dashboards
that you collect this data in, and you'll want to look at it
alongside all of your other marketing metrics.
The best way to measure results
with earned media is to have your own goals
and objectives that you can measure against.
So if, for example,
you decide that 10,000 LinkedIn followers
would increase your revenue potential by 50 grand,
well, then you can track how you're trending
towards that goal and the effort that you're investing.
There's an endless amount of data providers out there.
Investigate them against your needs
and keep a system in place that provides you
with the necessary checks and balances.