Marketing is difficult enough, but if you aren’t measuring your success, then you may be simply spinning your wheels. Luckily, in today’s electronic age, there is a myriad of tools for measuring analytics and insights, all of which can be truly valuable in assessing your marketing reach and success. The important thing to remember about insights and analytics is that you need to do more than just look at the reports. You should use that information to guide your future decision making and use the data to help shine a light on where you’re focusing your energy and where you can stand to grow. If you’re not sure how to use your analytics and insights, here are a few tips to help guide you as you get started.

Set the right goals

Start by setting some realistic goals. Know what types of goals will help increase your bottom line. Is your goal to increase web traffic? Is it to expand your customer reach? Or maybe your goal is to increase social media followers and your online presence. Whatever you feel will be the most beneficial to your business, start there and make some achievable goals. Make sure that everyone in your organization is on the same page with the goals as well. Everyone needs to know what the goals are and how close you are to achieving them on a regular basis.


Keep it small

You may be a little overwhelmed by the data you can get from Google Analytics or any other measurement tool. Start by identifying a few key indicators of your success, then track their progress over time. Don’t try to measure everything at once. Start with just a couple of indicators and then add more as you get comfortable with the data and how to navigate the system. If you try to measure everything up front, all at once, you and your whole team may feel overwhelmed and frustrated.


Make informed decisions

Now that you have the data, use that information to guide some change. You can use your new analytics to see how a certain sales technique is working. If it’s not working as well as you’d hoped, this is now proof that you need to re-evaluate what you’ve done. If it’s working very well, then look at another metric to see how you can improve. Remember, analytics mean nothing if you aren’t willing to use them to make some changes.
This article was written by Deborah Flomberg of for CBS Small Business Pulse.


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