Monitoring Marketing Performance 101: Making Sense of Marketing Data, and Optimizing Your Strategy to Get the Leads You Want

The four elements that fall under a marketer’s control—product, pricing, promotion, and place—should each focus on a receptive, clearly defined segment of the larger population known as the target market. Since no marketing budget is unlimited, a successful marketing strategy will find a way to maximize the impact of every dollar on this precisely targeted audience. The more accurately the target market is identified and the more carefully the four P’s are aligned, the more effectively every dollar of the marketing budget will be deployed.

The secret to both of these lies in expert data collection and analysis. Before you can formulate a plan, you’ll need to know exactly who your customers are. What do they want when they get online, and what keywords do they use to help them find it? How are they being channeled to your site? What are they looking at then they arrive, and how long are they staying? Each of these pieces of data, or metrics, can help you isolate and close in on your target audience. These numbers can also help you avoid wasting marketing dollars on unpromising leads.

Google Analytics can be a valuable resource that can provide you with some of these numbers. But what do you do with them once you have them? How can a graph showing the number of page visits per day be used to help you increase those page visits and turn viewers into buyers? Start by enlisting the help of a professional online marketing firm. An e-marketing firm can help you find ways to get the most out of your data and use your analytics to improve your search engine results, increase your page views and maximize your conversion rates.

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