For this roundup of marketing analytics tips (you can see our initial roundup here), we will be sharing articles we found on a couple of popular marketing sites, MarketingProfs and Clickz. These sites are full of words of wisdom from marketing experts on a variety of topics and there are a number of articles on marketing analytics. Here are a few that particularly resonated with us…
- In “How to Improve Performance Measurement in Four Steps,” Laura Patterson explains how to improve performance measurement in four areas – metrics; data; performance targets and tracking; and reporting. She also talks about why it is important for marketers to measure the right things, which is a big theme of ours at Origami Logic.
- Michele Kiss wrote a three-part series of articles, entitled “The Most Undervalued Analytics Tool: Communication.” In Part 1, she explains why good communication is critical to analytics and how analysts can enhance communication within their teams. In Part 2, Michele talks about how analysts can boost interdepartmental communication, and in Part 3, she addresses the need for analysts to improve their communication with executives.
Finally, we want to share the latest article from Avinash Kaushik on his Occam’s Razor blog. In “Excellent Analytics Tip #24: Obsess About Real Business Profitability,” Kaushik encourages marketers to look broader than their web analytics silos if they want to discover insights that can really affect the bottom line.