In this article, you'll learn how to...
- Effectively convey Web analytics data to those less familiar with it
- Incorporate your offline marketing efforts when presenting your analytics data
Visits, pageviews, time on site, time on page, unique visitors, conversions, impressions, click-throughs, view-throughs... the list of metrics used to measure the performance of our digital marketing activities is as confusing as it is endless.
Often it's up to online marketers to communicate what all of that jargon means to those who are still worried about how many "hits" their site got last year. It's challenging, to say the least.
But here are five ways you can make your job easier while helping those senior-level execs understand just how well your digital activities are doing.
1. Don't be afraid of their questions
This is where many Web professionals falter. They try to avoid the provocation of questions from senior leadership. That's because the questions are often coming from people who probably don't fully understand what they're asking.
But that's where the opportunity lies. Your execs' asking questions likely means they'll develop the understanding you so desperately want them to have.
So encourage questions... but emphasize the value in business questions. Train them to ask not how many unique visitors you had last month, for example, but how your website is doing at attracting new customers to your brand.
2. Use analogies