Position Marketing Analytics to Clients for Maximum Impact

By John Hodge

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Gathering marketing analytics and trend data is a pretty basic skill that all marketers should have. Standing out from the crowd requires the ability to see those metrics from the client’s perspective.

Almost all clients are mainly concerned with generating leads. But there’s a chance that even giving data that suggests lead generation is increasing won’t be enough.

The way we report out to our clients is crucial for holding successful report outs. In fact, I’m going to make the argument that the client doesn’t care as much about the numbers but the meaning behind them.

It’s critical to be able to use these numbers to tell a story. So, how do we do that?

Let’s review how to position this conversation for success.

First and Foremost, Identify Seasonality

When the client shares access to their analytics program look at a year to see if there are any easily identifiable trends. I would even plot each channel to see if anything sticks out.

You’re looking to identify places where traffic dips, spikes, and look for any annotations to give context to these trends. If you don’t see any annotations ask the client to talk about what’s going on around these different seasons. In most cases, they’ll know, but sometimes they might not know.

Screenshot of Google Analytics

If they can give you answers to these trends make a note of them, you might even build out your monthly report out folder structure and add these trends to a document in each month’s folder for capturing notes.

You’ll refer back to these notes when you report on traffic trends in each month.

Use These Trends to Tell a Story

Now you’re armed with a list of months and annual events that happen within them. Great. Use this list to tell a story.

There are a lot of numbers and techy functions in marketing. That said, it can be easy to lose focus of who we’re marketing to. Additionally, we can get wrapped in automated functions, conversion rate optimization, etc etc.

Frankly, to a client, this is usually a bunch of boring jargon. They might enjoy seeing you exercise your expertise, but only as long as it’s being tied to real life users and their trends.

People usually think in terms of events and interactions.

For example, if I asked you what you did this morning you’d probably respond with something like “I had a bagel and some coffee after going for a short jog. Then I hopped in the shower and got ready for work.” You probably wouldn’t break down the coffee you drank into the molecules that made it up or the exact amount of calories you burned off in your jog.

If you can explain marketing metrics in your report outs using that same kind of storytelling, albeit maybe a little more compelling, you’ll have much more impactful report outs.

Instead of reporting on how we had 45,000 sessions this month, which was a 10% increase over last month, discuss the story first.

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Source:: Business 2 Community

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