Marketing Analytics

It’s important to know how your marketing is performing as that’s how you discover how to further optimise each element and improve the efficiency of your campaigns.

From keeping an eye on how contacts are moving through your sales funnel to identifying which traffic sources are converting the best, marketing analytics is crucial. If you’re used to working with statistical systems such as Google Analytics, you’ll find that a major difference is that Jumplead breaks information down to an individual contact/lead level.

The popularity of Google Analytics can be attributed to the generalised data it produces. While the platform produces data that is relatively easy to read and navigate, many in the industry criticise Google Analytics for lacking the depth of other resources. Moreover, much of the data is vague, and therefore difficult to apply.

Jumplead allows you to set more specific metrics, ensuring that you are able to keep a close eye on your effectiveness of your marketing (yeah, we’re biased...)

Analytics is a vital tool for evaluating your business’ marketing strategies. The proportion of organisations’ budgets dedicated to analytics has continued to grow year-on-year. Despite this, firms report uncertainty as to the extent to which analytics contributes to marketing performance (1).

The root of this problem is simple: While most organisations want to measure the effectiveness of their marketing, few are certain how to go about it.

Sales and Marketing Overview

With a range of conversion forms and landing pages in place, active email marketing campaigns and contacts triggering automations that change their sales stage, it can be hard to keep an overview of how everything is going without getting bogged down by the detail. That’s why the overview page reports only the top level information from across Jumplead. See how many contacts you have in each sales stage, how effective your conversion forms and email marketing are and how their effectiveness is changing.

The information at this level is an aggregate of all of the active conversion forms and landing pages, so if either aren’t hitting your targets, you can dive right in to tweak them.

Marketing Analytics

When you’re investing in a range of marketing activity, it’s great to know which activity is actually generating contacts that you can work with. It’s also great to know who those contacts are.

Jumplead tracks where visitors arrive from including campaigns that are using UTM parameters – simple tags that report each visitor to our platform. This means that when your visitors convert into contacts you can see which marketing activity originally generated the contact. UTM parameters can tell you which users came to your website via a specific Tweet or Facebook post. They can be used in emails or a blog, and are an efficient means of determining the effectiveness of a given channel.

This information is available within the sources and campaigns reports in the analytics section and on a contact by contact basis as part of their individual profile pages.

Making the most of analytics

Too many organisations take a scattershot approach to analytics. Analytics works best when users take time to consider the information they need, and are willing to refine their approach.

Many businesses find themselves overwhelmed by the sheer amount of data their analytics produce. You can avoid this by focusing on key data sets, and asking yourself what you hope to achieve by using analytics, and how.

The fundamental questions a marketer needs to ask are: How are your channels performing in the present, and how would you like them to perform in future? Where are your channels underperforming, and why? Who are our target audience? What message do they want to hear? Which channels are best suited for getting this message to them?

Metrics and How to Use Them

Marketing Metrics

Think of analytics as a diagnostic tool. A doctor who simply diagnosed an illness without recommending a course of treatment wouldn’t be doing his job, yet too many firms simply use analytics as a means to find out where they’re going wrong – never stopping to ask how things can be put right.

In business, metrics should always be revenue-oriented. You may have 10,000 followers on Facebook, but from a business perspective, that’s probably irrelevant. In the industry, statistics of this kind are known as ‘vanity metrics’, numbers that look impressive, but are meaningless from a business perspective.

Rather than asking ‘What’s our email open rate?’ ask ‘How can we boost conversions via email campaign?’

How can metrics help you achieve this? By the insight they give you into your buyer persona.

Buyer Persona

Analytics is great for identifying the sources of leads. Through this you can develop a sense of your buyer persona, giving you a better insight into what makes your customers tick.

A good understanding of buyer persona will help you more effectively target your marketing message. Personalisation will make your marketing more effective at driving results from the audience you are trying to reach.

Metrics can help you nurture and manage your leads more effectively. Analytics will make it easier to identify patterns in customers’ shopping behaviour, allowing you to tailor your marketing approach accordingly.

SEO Keywords

Search engine optimization, or SEO, is often the difference between a potential customer finding your business or going elsewhere.

Knowing where your website pages appear in search results is particularly useful when you’re aiming to attract targeted traffic for certain searches. Using SEO tools such as Yoast for WordPress will help you to optimise your pages, but measuring success by tracking SEO keywords will let you know where you need to focus your efforts.

SEO is a delicate business, and many businesses fail to invest the time to fine-tune their content. Effective SEO boosts visitor quality and conversion rates. In short, if you manage it properly, SEO will win you more business.

Titles should always feature keywords, and give users a sense of what to expect when open your page. 

It may be time consuming, but it pays to optimise past content also, editing titles, headings and urls to draw more hits. It’s worth starting with the pages that draw most traffic.

SEO Penalties

Optimisation isn’t just about adding words. The words you’re using (or how you’re using them) may be turning traffic away. Old fashioned tricks like keyword stuffing (using keywords over and over again in text and in headings) or keyword hiding (burying keywords at the foot of a page, or behind images) is penalised by most browsers (a good thing, too).

Conversion Rate

Conversion Rate Optimization

Of all your metrics, this is the one you will want to pay closest attention to. Conversion isn’t merely limited to purchases, you may want to measure subscription numbers or form submissions.

Jumplead measures the conversion rate for each individual conversion form and landing page, then combines these figures to give you an overall conversion rate for your website. As with all analytic data, this can be used to identify strengths and weakness, and help you tweak your approach.

Jumplead can help you pinpoint your most common ‘conversion paths’, allowing you to make the most of successful channels and increase the number of conversions they drive.

For example, if a particular landing page drives a large number of conversions, it’s essential that this page is optimised frequently to continue driving conversions.

Marketing analytics enable organisation to analyse customer behaviour, and predict likely customer response to different offers. Used effectively, analytics enables businesses to tailor content and delivery – across all channels - to fit customer preference.

The clues to where you’re going wrong – as well as what you’re doing right – lie in your analytics. Make sense of the data and you’ll gain an innate understanding of how to improve your campaigns and double down on the techniques that are working best.

(1) Ten Steps To Better Use Of Marketing Analytics


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