Marketing analytics are only as reliable as the person presenting them.
These days, marketers depend on data to be successful. A strategy is only as good as the data illustrates it to be, and only objective data can help you decide what your customers truly want to see. If you’re like most marketers, you’re using a variety of tools, including Google Analytics, to measure and report on your progress in strategies like content marketing, search engine optimization (SEO), and social media marketing.
Unfortunately, there are several common mistakes that can prevent you from getting the most out of these data:
- Using the wrong tools. Tools can make or break your marketing analytics efforts. If a tool is non-intuitive, or if it takes too long to use, it can compromise the value of your analytic efforts. If it’s unreliable, or if it doesn’t provide clear insights, you might never be able to form meaningful conclusions.
- Over-relying on visuals. Data visuals are a great way to see your data at a high level; they’re effective for forming first impressions and communicating abstract ideas to others. However, if you rely on them exclusively, you’ll miss some important conclusions you might be able to draw by digging deeper into the numbers.
- Falling victim to confirmation bias. We all fall victim to confirmation bias occasionally, but it can especially hurt you in marketing analytics. If you look hard enough to find data that supports your current assumptions, you’re probably going to find it. Instead, start from a neutral perspective.
- Focusing only on some metrics. Some KPIs seem more valuable than others, and it’s important to prioritize them. But if you get tunnel vision, focusing exclusively on only certain metrics, it can compromise the accuracy of your “big picture” vision.
- Ignoring outliers. Averages and overall trends are important, but don’t forget to acknowledge and consider outliers. A strange event or unusual individual can tell you much about your campaign.
Are you in need of a marketing analytics overhaul? Or do you need more help with execution? Contact Quez Media today for a free consultation!
