Since I last wrote, I had an interesting debate with a fellow marketer that I promise relates to our usual industry musings. Bear with me.
That’s right; the most significant finding in all of mathematics is nothing. Before you can have something, you have to start with nothing and be able to measure up to something from nothing. I am, of course, referring to the number zero.
Temperatures or distance traveled are measured to a starting point of zero Celsius, miles, feet, etc. In fact, for all measurements, there needs to be a reference or starting point, “zero” in many cases. This starting point is essential for both qualitative and quantitative measures. It can indicate a profit or a loss, success or failure, or how close a margin of victory a competition is.
Likewise, in Digital Marketing, measuring campaign success and reporting is essential and setting up your analytics is crucial prior to running any campaigns. Using Analytics tools, whether it is Google, Adobe, KISS, or another, will allow you to measure and optimize your campaigns.
Typically, your analytics tool or platform is in place for you to utilize and gain a history of data to compare. However, if your business is just launching and nothing is in place yet, I recommend using Google Analytics. Google Analytics is robust enough for most businesses, and the price is right (Free)!
I am frequently asked, “How did we do?” This question usually pertains to a campaign’s success and in order to truly determine your success, we need to look at the metrics we’ve set up on the site. Here are a few questions you will need to consider when evaluating the data.
Did the campaign meet our expectations? Meaning, did it...
Hopefully, your supervisors have articulated the goals of each campaign. If not, I would recommend starting with “Outperform previous campaign’s standards.”
Pro tip: To scale your tasks and ensure your campaigns are performing well: time management will be crucial to success. You will need to set aside time for regular optimizations, emergencies, and data analysis to best use your insights. You can also use tools like Hopps to work with experienced marketing professionals who can help you determine which tasks are higher priority and what can have the biggest immediate impact.
Whatever your goals are, and whichever tool you use to measure, you can tell a story of your campaign’s success or the challenges you encountered with the correct data. Using the power of 0, your last campaign and the current one, you’ll be on the right track to measuring MarTech ROI.