Marketing analysis: are your strategies delivering the expected results?

Within digital marketing, knowing how to proceed in certain situations involves much more than experience and opinions. You may have a highly qualified team, but you won't go anywhere without knowing what numbers to look at. Therefore, we have gathered everything you need to know about marketing analysis and the metrics that should be on your radar.

To begin with, data observation is an inherent part of the work of a professional in the field. Whether you are a content creator or an analyst (the name is more than self-explanatory), you have to deal with numbers and this is something that you cannot ignore.

Strategies such as Data-Driven Marketing gain space in the market day after day and, Do you know why this happens? For a simple reason that still shines in the eyes of managers and CEOs. Marketing analysis indicates predictability and this results in “money going to the right place”.

In other words, no more betting on unproven campaigns, no more losing investments due to uncertainty. Come with us, today we will teach you everything about using data in your strategies and how to effectively carry out marketing analysis, observing relevant information for your decision making.

Come on!

Marketing analysis is not just looking at numbers

Ok, we can even assume that data analysis is just “observing the numbers generated by the campaign” you created. But, effectively speaking, what good is that?

There are other details that need to be considered and, depending on your goal, the list can be endless. However, we believe that some of these points may start to help. So, to get started, you need to know:

• What numbers to observe;
• Where to find them;
• How to use them;
• And most importantly, how to store them.

Think this is easy? Be aware that some companies have been working for years on the analysis and efficient storage of data so that, in the future, it can be used in new strategies and campaign improvements.

Does this mean that your company cannot start using data now? In no way. Your enterprise should use data in marketing strategies, as well as, for other sectors of your business. After all, do you remember what we said earlier?

Data → Predictability → Assertive decisions

The fact that it is difficult does not make this analysis unnecessary. Furthermore, some companies have already taken advantage of this practice for a long time, and this has resulted in an infrastructure that puts them ahead in the market. But, that doesn’t mean you can’t surf this same “trend”.

Well, without further ado, let's get to the point. What data should your company start analyzing?

How to start your company’s marketing analysis?

In a simplified way, basically you will have to pay attention to the right data to make the right decisions. We know this may seem vague, but it really is the key to a successful strategy.

So, let's be a little more specific, let's talk about goals.

If your goal is to have more visitors, what metrics should you watch?

It seems simple to answer this question, but we need more information to be assertive. In other words, we need more data to predict how you will reach more visitors to your Facebook page, for example.

Firstly, what is your strategy to reach more people? For example: Are you working with display ads that promote this page?

So, in this specific case, we know how to analyze the success of your campaign. To measure the success of your strategy we need to analyze:

Click through rate

O Click Through Rate (CTR) It is one of the most important metrics in strategies like this, as well as for countless other possibilities available to your company. It consists of analyzing how many people were interested in your ad and clicked on it, being directed to the published page.

In other words, it is the most direct way to measure the success of a strategy and, therefore, understand whether a given advertisement works or not for your objectives. So, if you have a large reach (another very important metric), but it doesn't get many clicks, something needs to be done to reverse this.

Cost per clicks

This is another essential metric when analyzing your strategies. That's because she's the one will tell you how much you are paying for each click you receive on your ad. In other words, it is a metric that tells you how much of your investment is being directed towards your conversions.

This way, you understand what expenses you are incurring to gain more visitors to your page and, therefore, you can propose improvements to obtain more intelligent use of the resources applied.

bounce rate

As for the bounce rate, represents the portion of the audience that received your ad, but did not interact with it. Therefore, the cost of promoting your page did not provide a return for your company.

In a way, this is a negative metric, as “no interaction with your ad” can mean “not fitting with your persona“. But, observing it gives you time to reverse a situation that could result in even more losses.

But what to do with these marketing metrics?

As we saw earlier, these are not the only numbers you will have to look at. In fact, these are just a few examples, the list could be even longer. In the end, It all depends on your goal and strategy. You can find out more marketing metrics in an article we published here on the blog; there you can find all the details.

The difference between facing numbers on a screen and marketing analysis lies in the perception that you, as a professional in the field, have about these numbers. As we have seen, a simple fee can reveal that your ad or strategy is not suitable for your persona.

Therefore, attention to detail and planning can help in this process. After all, knowing what was designed for a strategy is the only way to understand whether it is delivering the expected results and, therefore, propose improvements.

Therefore, use spreadsheets and make information about your persona easy to view. Additionally, understand how your strategy evolves. Especially if it is a long-term solution, set dates for verification and make comparisons.

This can help a lot with your company's marketing analysis.

Before analyzing marketing metrics, we need to understand people

You may have already realized how important it is to meet your persona’s desires and pains in this process. In the end, talking to everyone is, in the end, talking to no one. If you don't know what the characteristics of your audience are, if you don't know how to direct specific communication to them, your company is investing in uncertainty.

To achieve this, there are some tools that can help you in the process of creating a persona and also in better understanding your audience. Below, we mention some of them!

• Google Analytics;
• SemRush;
• Facebook Audience Insight;
• Social networks in general;
• And anything that can deliver valuable information about a specific audience.

You have a solution that can make a difference in someone's life. Who is this person? How does she behave? Where is she?

These tools we mentioned can help you find the answers, but, understanding your product/service and knowing who is looking for it also depends on your perception of the market.

Gather these answers, get the most information and data about them and start selling in the right way. Take advantage of the predictability of numbers and talk to the right people!

We hope the tips in this article help your company take off in the market. But, you can find even more information relevant to your strategies on our blog. How about paying a visit?

We are waiting for you. To the next!