Analytics Versus Creativity
To me, analytics is the base for any new marketing activity. Until we establish a goal, we can't know the direction to take or when we need to "recalculate" (like an annoying GPS device). Analytics gives marketers the ability to improve and maximize the impact of their efforts. It's not just about leads and conversions; analytics also measures our brand strength, as noted by Avinash Kaushik He says: "A lot of digital analytics focus on direct response (e.g., conversions, leads, etc.). But there is an additional valuable, and sexy, focus of our marketing to which we don't give enough analytical love: branding!"
Inputs from Google Analytics, Facebook Insights, QR code analytics and your own automated or manual tracking methods provide you with ammunition that, if used diligently, can bring down expenses as budgets are spent on speaking to the right audiences at the right time—when they are looking for you. Here is the type of information you could acquire using analytics.
Examine media consumption habits of potential customers:
- What are the traffic sources on your website/blog and do they reach you through search engines and/or social media?
- What is the social media activity of target audiences?
- How strong is the response to your email and/or direct mail campaigns?
- How much traffic, leads and conversions are you getting from events and trade shows?