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Marketing ROI: How to Get Actionable Insights From Google Analytics

by Jennifer Blackburn  |  
November 23, 2016

Faster than marketing teams can keep up, today's marketing content is often shared across social channels, in email campaigns, and on third-party sites. It's a good problem to have...

Why? Because with the abundance of the resulting digital insights available, modern marketers have become better equipped at proving campaign ROI to their bosses, clients, and stakeholders.

The data from Google Analytics alone, such as clicks and conversions, is enough metrics to fill an Olympic-sized pool—and they're easy to snag and display in a pretty graph.

The increase in information, however, has resulted in those same bosses, clients, and stakeholders asking more and more questions.

In fact, 85% of marketers say they feel more pressure to show their ROI to the C-suite, even though it's technically easier for them to do, according to a study by The Information Technology Services Marketing Association and VisionEdge Marketing. Yet, of the 40% of marketers who could show that their efforts made a difference, none could report on the direct impact their contributions made to business goals.

So, what data should marketers really home in on to help executives understand the impact of how such greater reach is delivering value through the sales funnel?

When it's time to compile those marketing reports, Google Analytics is a highly accurate and helpful tool to illustrate both quality of leads and areas for improvement. Think of it as a giant swimming pool of valuable information that you must tread through for interpretation.

In this article, I've included my own tricks and insights to help any marketer identify and show real ROI.

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Jennifer Blackburn is a senior account manager at AR|PR, one of the nation’s fastest-growing technology PR firms and a PR News 2016 TOP Place to Work.

LinkedIn: Jennifer Blackburn

Twitter: @SocialSaaSy

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  • by David Kutcher Thu Nov 24, 2016 via mobile

    Thank you for the article, but I don't believe that actionable insights are found in particular metrics.

    Actionable insights are found through asking questions, benchmarking current metrics/levels, and creating strategies to improve those metrics.

    How an organization measures success can vary, and the metrics useful in answering their questions to improve their strategies also vary.

    I encourage organizations to set up goals immediately, but then to start asking questions that matter. To look for nuances. To be inquisitive and find anomalies. And just like a personal trainer, to always work to improve through experimentation.

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