6 Reasons Why You Should Start Using Marketing Analytics

This article will examine some of the most compelling reasons marketing analytics is an indispensable part of any business strategy.

Only running ad campaigns is not enough—you also want to test and improve them over time. Otherwise, you won’t be able to tell whether they’re doing their job or not. That’s the idea behind marketing analytics, which is the process of keeping track of how your marketing efforts are performing and making adjustments where necessary. But how exactly do analytics help you?

Analytics allow you to learn more about your audience

When it comes to marketing, the first rule is to know your audience. Thankfully, analytics can help you target the right people.

Marketing and sales data can help you gain a better understanding of who your target audience is. For example, if you market to people between 30 and 50, but most of your website visitors are actually in their twenties, you might want to reconsider your marketing efforts.

You can readjust your marketing efforts to target a different group based on this new information. You can also gather other types of audience data, such as which devices people use, what geographical areas people are from, and what pages they are most interested in.

Analytics reveal the causes of your marketing’s successes and failures

As you experiment with different marketing methods and strategies, you’ll see how users respond to each.

Maybe one month you roll out a whole bunch of new marketing changes. That same month, you notice a big uptick in website visitors. Was it the change you made to your website design? Or was it a new feature on your blog? You made several changes — which one drove up traffic?

To figure out what has led to what results, marketers need to analyze their data. This is where Analytics comes in handy. By looking at the specific impact of each factor, they can determine which changes led to what results. That helps them make more informed decisions about which tactics to use down the road.
Keep changes to a minimum when first experimenting with new content. This will make it easier to determine which changes resulted in positive results. This matters even more when you dive into A/B testing.

Analytics allow you to understand the impact of A/B tests

A/B tests are a great tool for digital marketing. They allow you to test out two different ideas —so you can figure out which one works best before spending a lot of money. For example, you might try two different versions of a paid ad to see which one earns more clicks.

These tests are great because they help you find out which of your marketing tactics are working and which ones aren’t. That way, you can stop wasting time on the ineffective ones and focus on the ones that work.

But if you don’t look at the results of an A/B test, you’re neglecting a vital component of the testing process. It’s like taking a final exam for a high school class and having the teacher not grade it—you would wonder what the point of taking the test was in the first place.

When you analyze A/B test results, you can discover opportunities to improve your marketing strategy.

Analytic data shows how to improve your campaigns

By using analytics to evaluate your marketing campaigns, you can identify which elements of those campaigns aren’t meeting your goals.

You can also identify which tactics are working well for you so that you can continue to implement them.

Analytics help you maximize your return on investment

Marketing analytics is not just about earning money. It’s also about how much you spend versus how much you earn — in other words, your ROI. You want to ensure that you’re making an overall profit.

When you analyze your marketing results, you can see how much money each strategy brings in. This gives you a chance to decide whether or not you want to keep spending time and money on a particular strategy.

If find out that your spending could be optimized, it’s time to take a look at your budget. Maybe you should reduce your ad spend, but you find that with a little more money for social media, you’re getting significantly better returns.

Analytics are vital to planning for the future

You can’t plan for the future of your marketing unless you know what to expect. Through the use of hard data, we can predict our marketing future.

That’s one more reason to use analytics. Analytics can let you know where your business is headed, which can help you plan for the future. For example, if you notice that you earn more sales of a specific product during a particular season, you can plan your marketing efforts accordingly.