Boosting Digital Marketing Performance: Accurate Data Measurement and Collection

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. 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 looked at the most, and how long they’ve stayed. Google Analytics is a great resource for tracking your web data and has incredible features that let 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 makes sense, and how much you’re spending to acquire a customer. Now be sure you’ve set up conversion tracking with any tool that you’re using. You can track conversions of sales, as phone calls, as new letter signups, or whatever else 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, you’re 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 grand, well, then you can track how you’re trending towards that goal and the effort that you’re investing.

There’s an endless amount of data providers out there. Investigate them against your needs and keep a system in place that provides you with the necessary checks and balances.

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