Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

How to Present Analytics to Your Leadership Team

June 6, 2011  

"Visits, pageviews, time on site, time on page, unique visitors, conversions, impressions, click-throughs, view-throughs," writes Zack Pike in an article at MarketingProfs, "the list of metrics used to measure the performance of our digital marketing activities is as confusing as it is endless." Dense data can complicate conversations with C-suite execs who might focus on the wrong metric or fail to see how successful your program really is.

To help get everyone on the same page, Pike offers recommendations like these:

Encourage leadership teams to ask the right questions. Many Web professionals live in dread of the questions they get from executives. "That's because [they're] often coming from people who probably don't fully understand what they're asking," explains Pike. Instead of avoiding questions, steer execs toward questions that elicit productive answers.

Use analogies to frame your data in terms they understand. "You can compare your website traffic to the population of a major city, state, or country," he notes. "Or relate your online marketing measurement strategy to how airline pilots operate: They've got a ton of data points (just like you); they focus on the important things to keep the plane in the air; they use the more detailed data points to help diagnose issues and opportunities (just like your Web analytics strategy)."

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Keith Mon Jun 6, 2011 via web

    Proactiveness and anticipation are the keys to successful presentations. At (, our best analytical presentations are the ones that are thoroughly understood by the presenter and answer questions before they are asked. This saves everyone time, enhances credibility and demonstrates confidence.

  • by Nick Stamoulis Tue Jun 7, 2011 via web

    Internet marketing can get very overwhelming for those who aren't "in the know." As the in-house expert, it is your responsibility to make sure executives understand what is going on. Sometimes this means leaving some of the technical jargon at the door.

  • by Danny Naz - Visionary Media Inc Tue Jun 7, 2011 via web

    I don't think I have given one presentation without using analogies. You really have to cater to your audience.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!