Sep 19, 2013

What I’ve Learned About Digital Marketing Analytics

As I mentioned in my blog last week, I am meeting with many of LEAP’s creative and marketing team members to learn more about the expertise available and services provided at a digital marketing agency.

As a marketer, your job is to market your client’s brand(s) effectively and efficiently. But how do you know if your marketing efforts are actually working? That’s where Brooke Murphy, LEAP’s Marketing Analyst, comes in. As the marketing analyst, Brooke organizes the results of marketing campaigns and analyzes it to report performance feedback and provide valuable insights that support campaign changes or optimization.

So how does she analyze this data, you ask? It’s done through several different outlets and up until recently all marketing services clients were provided monthly reports to show month-over-month achievements. In a change to LEAP’s reporting efforts and to provide clients with more timely information related to campaigns and programs, customized dashboards have been introduced.

These custom dashboards are created by LEAP and connect directly to several resources (such as Google Analytics, SEM Rush, and social platforms) to report data in real-time. The dashboards are set up so that clients can easily navigate through data and organize it in a way to tell a story at a glance. A few of the many features include: standard reporting KPIs (key performance indicators), effective campaigns for reaching targeted consumers, user engagement and location, and even the devices used most frequently to visit a client’s website.

In order to promote these dashboards, LEAP has adopted it internally as well, allowing multiple teams to review data and communicate more effectively about changes related to the LEAP website, search marketing campaigns and social media engagement. Dashboards have been implemented for nine of LEAP’s current clients, one of which actively accesses their dashboard to locate top-line information to support future programs. Similar to using the LEAP dashboard internally, client dashboards are also reviewed regularly across LEAP teams to look for ways to improve website engagement, media campaigns and social media management.

Brooke’s analytic expertise goes beyond just her degree and experience. She has also achieved her certification in Google Analytics recently and as a part of LEAP’s new internal rebrand, the majority of the employees are now in the process of being Google Analytics certified as well! Not only is this a great asset for an individual to obtain, but it also is a huge step for LEAP, as a digital agency. These certifications are guaranteed to put LEAP ahead of the game and ahead of its competitors!