Marketers are surrounded by data.
You’ve got your Traffic Sources reports (and more) in HubSpot, Google Analytics, etc. That’s just the tip of the iceberg. Don’t forget your paid digital advertising platforms, social media monitoring services and web analytics. All these platforms have their own data analytics to assess and analyze.
Confused yet? We sure are. With so much data on hand, it’s sometimes tempting to just go “BAH and go by whatever works”. Or adopt a “set it and forget it” mentality.
Unfortunately, this is a bad idea. Analytics is vital to see if your marketing works or doesn’t work. If you don’t know how you’re doing, you won’t be able to know what to fix.
Firstly, marketing analytics is the measurement and optimization of your marketing activities. (Definition from Moz). It does not only cover web analytics, but asks the question “how did that marketing campaign really perform?”