Analytics is the art and science of measuring the results of marketing communication campaigns.. Just as businesses and nonprofit organizations measure their financial results, they must also measure their communication results.
At a minimum, your organization should measure website traffic, traffic sources, and engagement. There are several metrics that, taken together, give you a good yardstick to measure your communications results.
Depending on your individual needs, you might also track other metrics, such as audience demographics, acquisitions, visitor behavior, and conversions. It’s possible to get incredibly granular in your data collection, but it’s wise not to overdo it. Measure the things that count, nothing more.
Contact me to set up your business communication analytics. We’ll work together to identify the metrics you need to measure your communications campaign. If you haven’t already done so, I’ll connect your website to Google Analytics or another service. Then I’ll create custom reports to give you the data you need, the way you need to see it. Finally, I’ll work with you over the long term to discuss your results and how you can tweak your campaign to achieve the best possible outcome.
