From the course: Digital Marketing Foundations

How to capture key insights in your digital marketing

From the course: Digital Marketing Foundations

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How to capture key insights in your digital marketing

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- The data you collect on your website, your campaigns and your social media efforts will determine the overall health of your digital marketing. The data is your map, and without it you'll be flying blind. Now there are a number of tools available that help you understand what's happening now, and even model what's likely to happen in the future. Let's dig a little deeper into measuring data by looking at how we can capture data within our three medias, paid, owned and earned. So the easiest place to start is with your own website. Here you can track insights like how many visitors? What actions they took? Where they're coming from? What pages they've looked at the most? And how long they've stayed? Google Analytics is a great resource for tracking your web data, and it has incredible features that lets you follow a user even if they're switching between their desktop and mobile devices. Now your paid advertisements are typically tied to a reporting platform provided by the tool that you're using to run those ads. And this data is extremely useful as it can give you granular details on which ads are working, what targeting is making sense, and how much you're spending to acquire a customer. Now, be sure that you've set up conversion tracking with any tool that you're using. You can track conversions of sales, phone calls, even newsletter signups, or any other aspect that aligns with your specific goal. Now the final part of our measurement will come from earned media, and this one is typically the most difficult. Here your outcomes aren't necessarily determined by spend, but how interesting people think your product and services are. Here your tracking things like your social media fan base. Mentions and interactions on tweets, and video views on YouTube. Now you may have many dashboards that you collect this data in, and you'll want to look at it alongside all of your other marketing metrics. The best way to measure results with earned media is to have your own goals, and objectives that you can measure against. So if for example, you decide that 10,000 LinkedIn followers would increase your revenue potential by $50,000. Well then you can track how you're trending towards that goal and the effort, and money that you're investing. The key thing to remember is that every campaign you create needs to have some way to measure how effective it is, whether you're putting up a QR code at an in-store kiosk or sending an email campaign. Think through how you'll track the performance of your efforts, and what digital tools you might need to make that possible.

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