You poured your heart and a lot of ingenuity into your business’s latest marketing campaign, painstakingly designing ads and devoting hours to crafting the perfect landing page. The campaign is going out to your leads and customers across multiple channels, but you’re not seeing the conversions you’d like. You know that it’s time to refocus your efforts, and shift your strategy. But how do you know exactly what you should change? Should you retool your ads, switch out your CTA, or redesign a landing page? On what should you base these decisions? You can’t make all of your changes simply based on a hunch. It seems the possibilities are endless and you don’t know what’s really working and what’s not. 

You can’t afford to burn much more of your marketing budget on trial-and-error, and diverting funds from one platform to the other could mean you’re neglecting the user base that’s most interested. You were preparing your business for a huge splash, but the marketing campaign, instead, feels like a wash. 

You’ve heard about the importance of analytics to measure marketing campaign success, but researching the topic has left your head spinning. Implementing tracking tools into each ad, link and webpage sounds like a chore that would swallow all of your time. And even if you did manage to implement that, how will you go about making the changes needed? Marketing analytics sounds like one more complicated technological hassle that you can probably do without. 

The vast majority of marketers aren’t using analytics

Running marketing campaigns without analytics in place is going into marketing blind. Yet the vast majority of marketers still don’t have analytics in their own campaigns. In fact, Marketing Expert and Criterion.B Founder Jon Simpson says, “74% of marketers can’t measure or report how their efforts impact their business.”

What’s the reason so many marketers lag on implementing analytics on their campaigns? For many, it’s intimidation and uncertainty. In a survey of 300 senior executives, nearly a third felt they lacked the skills. But responding to analytics is easier than it sounds. While you may have the perception that implementing marketing analytics into your business is a huge hassle, the reality is that once you get analytics set up, maintaining and monitoring it is easy. There can be a lot of moving parts if data is spread across multiple online tools, but by streamlining it with a single automation platform, you can easily see what content is performing best and adjust accordingly all within the same software you use to make the marketing collateral itself. 

Analytics are a modern marketing must-have

In order to avoid the potential time and financial loss that many marketers stress over, you have to be able to understand what’s working and what isn’t in your marketing.

“As marketing continues to evolve, it’s increasingly important to evaluate and improve your efforts,” said Jon Simpson. “With new technologies and cost considerations as a factor, you’ll also need to prove results and value. By maintaining a steady analytics process and making decisions based on data, you can both offer measurable results and prove the value of your efforts.”

To understand exactly how marketing analytics can improve numerous aspects of your business, check out our free guide, How Marketing Tracking Works. In it, you’ll learn how tracking and analytics can completely change the way your business markets and how it can open the door to opportunities you never had before.

The time you spend learning about and setting up analytics in your marketing campaigns is time well spent because it gives you the opportunity to get better results.

Implement marketing analytics in your own campaigns

Using this technology allows you to improve your marketing in a number of ways:

  • Develop a better understanding of your customers’ wants and needs so you can attract, convert and retain more of them
  • Identify trends and predict results so you can make better decisions for your business
  • Save marketing budget for advertising platforms and campaigns that are performing the best
  • Improve your overall marketing strategies and techniques to help you move closer to reaching your goals
  • Prove the effectiveness of your campaigns to your investors, employees and executives
  • Get a second (and third and fourth) chance at reaching potential leads who didn’t convert the first time

If you’re interested in learning more about what marketing analytics is and how it can improve your own campaigns, the How Marketing Tracking Works guide offers an in-depth look into each of the main players in marketing tracking, how they work together to provide you with a holistic view of your marketing campaigns’ effectiveness, and a real world example of how it can positively impact your business.

About Lindsay Kent
Lindsay is a graduate of California Polytechnic State University, San Luis Obispo, and holds a degree in Journalism with a concentration in Public Relations and minors in Spanish and Integrated Marketing Communications. After working with several small businesses, Lindsay moved to sunny Santa Barbara to become Ontraport’s Content Manager.