At the time of shaping a marketing strategy we focus, on many occasions, only on what actions to carry out to achieve the objectives. But it is more common than it seems to forget the most important thing: analyze the results of online marketing periodically.ist_altIndex of contents
How to analyze the marketing results?
Tools for creating a scorecard
In order to develop a comprehensive and detailed analysis of the results , we need to reach good tools dashboard or scorecard . These tools will help us make this work more automatic, faster and easier. In addition, they will allow us to consult the results frequently.A control panel or dashboard is a tool that provides us with information and results of a how to look up cell phone numbers in canada campaign. For this to be considered complete, all the actions that are part of the marketing plan must be included. Its continued use allows the project and the particular actions to be evaluated day by day, in such a way that correcting the course will be easier than if we wait to analyze the results at the end of the proposed actions. In addition, using a scorecard is ideal for several other reasons:Continue optimizing the project based on the results obtained.Obtain a global vision of the project and of each action in particular.Help set realistic goals for the months to come.Detect failures but also opportunities in which to continue working.And finally, detect market trends and your buyer persona.Do you like what you are reading? Subscribe
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How to analyze the marketing results?
Before getting into the tools that the dashboard should contain, let’s start by explaining the most important parts that an analysis of digital marketing results should have.
Normally a marketing reporting is composed of four parts that I explain below.1. OverviewIn this first section, it is necessary to explain where we are, that is, what should we focus on now or, in other words, what is the current objective to be achieved.For example, it may be that right now we are focusing on accelerating traffic and not generating logs. This is important, since we can read the results in context. Continuing with the previous example, surely, in this case, we would see many visits but few records.dashboard overview2. Actions carried out
In this second part, we must focus on explaining in detail all the actions that have been worked on to date. Not only will we stay in a mere explanation but, in addition, we provide data to see how each one of them has worked.3. Presentation of results and metrics
Once you have set the objective or goal to achieve, you have to see what results have been Betting Email List , which will be reflected at this point in the marketing report. Here the main results of the metrics that interest us the most should be presented. If you do n’t know what metrics to include in the results presentation , here are some ideas:If you wonder how to analyze all these metrics (and any more that are of interest to you), don’t worry, since in the next section we are going to focus on tools to measure all thee results. Do not miss it!scorecard results4. Conclusions and improvement plans
We come to the final part of the marketing report, the one that, in many cases, is the great forgotten: the conclusions.Based on the results obtained and the objectives we pursue, we must think of actions that help us continue to improve. To understand all this, it is better to capture it as an example, and for this we are going to think that we are pursuing the capture of records.
Imagine that we see that we have lowered the collection of registrations (the conversion from visit to registration is low compared to previous months and compared to the rest of the metrics) and that we are far from meeting the goal set.Faced with this conclusion, we must follow three steps:Think about the reason for this decline : there may be external factors that we did not take into account (seasonality, competition, etc.). There may also be internal reasons, so it is possible to analyze more in depth where this capture has failed (perhaps the previous months a call to action worked very well that is no longer valid).Once the conclusions are drawn, we must think about improvement plans , so we must see actions that we can take to increase this capture. For example, we can add pop-ups on pages with many visits (and try to fill in forms) or change the design of call to actions , etc.When these new actions are implemented, we will have to re- analyze their effectiveness later. This point is the most important, since you must always keep in mind the continuous improvement of processes and results.With these four phases we would have a complete marketing report, but how can we get all this information easily and quickly? Thanks to the tools to create a scorecard . Do we see them together?Tools for creating a scorecard
As I said, the use of tools can be very helpful to create a complete scorecard and help us make decisions. As you have verified, there is a lot of data that must be collected, so it is important to have a powerful tool that automatically shows us the results that we want to visualize and that allows us, at a glance, to obtain the same whenever want.In other posts on our blog we have discussed some basic tools that can be helpful to get data. Google Analytics, HubSpot, Moz, and Semrush are some of them.
But in this post I would like to take a step further and tell you about other tools that include the above and that can be further customized to extract as much data as possible. Take note!CYFE
CYFE is, without a doubt, one of the most complete tools to create your dashboard. Several sources can be connected and stands out for its easy use. You can view historical data and even reports in real time. In addition, it has a perfect TV mode to have a TV that is monitoring data all day. Finally, another of its strengths is the possibility of displaying personalized insights in each department, further improving the unique experience of each user.Dashboard to analyze online marketing results
It is worth mentioning that it integrates with all platforms thanks to its predefined widgets and, if it is not predefined, you can easily integrate the tool you use by creating a new widget through an API. These are its characteristics:Free license available.
Premium license available from $ 29 per month.
Trial version available.
Google Data Studio
We continue with tools provided by Google itself: Google Data Studio. This tool came out in 2016 and integrates the best platforms of the company: AdWords, Analytics, Sheets, YouTube …, so the results it offers us are very accurate.The platform is presented as very intuitive and, as a strong point, it offers highly graphical reports , thus achieving well-documented and well-laid out reports without the need for extensive design knowledge.Its use is free, but it should be mentioned that some otions are premium .Klipfolio
Klipfolio allows you to connect databases, documents, Google Drive, applications such as SalesForce and social networks, that is, it allows you to connect practically any type of information source. In addition, it has different templates, specifically, more than 300, the sea of usable to manage dashboards.Klipfolio
Of course, one of its most successful aspects is the possibility of extracting comparisons , being able to see, at a glance, what issues need to be improved.Unlike the previous tools, there is no free version . It does have a free trial version, but after the trial period expires, the license prices start at $ 29.Tableau
We come to the last of the options that I propose in this post: it is Tableau , one of the leading tools in Business Intelligence. It has integrations such as Microsoft SQL Server, MySQL, Big Query or Oracle, and it is also compatible with documents in Excel and Access formats. In addition, it has its own API for data extraction. With this, it manages to go beyond the online plane to collect data at an offline level as well.It has a free trial version to test all its functionalities. At the end of this period, the price becomes $ 70.I will never tire of repeating it: collecting and analyzing data is the best way to assess what is working and keep your business growing. The ideal is to work on automating a scorecard / report to be able to quickly consult all the information so that, later, all this can be applied to decision-making.I think it is important that you invest time and make an economic investment in getting a tool that helps you obtain that complete analysis of results. Although I have proposed these 4 tools to achieve it, there are many more on the market. Do you use a different one? Let me know in the comment section!New call-to-action