I recently had a meeting with a potential client who was talking to me about their current situation with marketing. I had the typical problems of an SME : Marketing actions underway but without a specific order (that is, without strategy), channels attracting traffic and customers, but thanks to common sense rather than anything else. Little time available for marketing: this is not real at all, we always have time, we just need to change priorities. You are not sure where to start: either due to lack of knowledge and/or experience, you find it difficult to get going. If we add to this that he has little time, the result is that we never start. In short, you have the feeling that you are not taking full advantage of the marketing that you should.
What do we do when we don't know where to start with marketing?
The data tells us that companies come to the conclusion that they need help to take advantage of marketing , but before and during the process of defining and implementing a marketing strategy , the company must continue to achieve results and needs the assurance that it is taking the right steps. appropriate decisions. In any circumstance, the reference for making marketing decisions is data . When making category email list the first decisions, we must work to have a single source of reliable data that gives us security and eliminates discussions about which data is correct. This in digital analytics is called data quality.
Phases to implement digital analytics in your company
Google Analytics configuration : we will define the objectives and events, configure advanced ecommerce options, establish filters, etc. Labeling the website and campaigns : we need to tell Google what things are most important to us both in terms of navigation, calls to action and B2B Lead conversions. More specifically, we are talking about defining and implementing the measurement of macro and micro conversions . Defining the Marketing Scorecard – The most common option is to use Google Data Studio. It is free and allows us to integrate the most common data sources. This scorecard should reflect ALL of the company’s marketing activity. We must start with a basic version. We will go from less to more, to take control of the data and, in a second phase, think about more advanced dashboards. Analysi
