RAAK_Blog-Header_ Reporting-Analytics

Email analytics and marketing analytics: the same?

Ask any email marketer about the strengths of email marketing, and we guarantee you’ll find the terms ‘reporting’ and ‘analytics’ on nearly every top 3. And very rightly so. You can track the entire email process, from the first point of contact down to conversion and retention. But that being said, that’s also where the limitations lie.

Email marketers track the email marketing process. Social media managers will track impressions, traffic and engagement. Media experts track referrals, impressions, click-through. Website managers track bounce rate, time on site, page views,…  As you can see, the risk is that all those different experts are tracking their own campaign performance, but there are no marketing analytics. 

So want to start true analytics? Get the basics here:
three-building-blocksAny marketing analytics setup consists of 3 major parts
 
Integration
The first step is aligning all your channels. Let’s say, you have a landing page with a form to capture leads, and you have 3 channels leading to this page: email, banners and a social blogpost. The key is to aggregate where all traffic is coming from, and which channel performs the best.
[Bonus tip!] If you’re using Google Analytics, you can use the URL builder to track each channel. You can see which channels perform best and calculate the exact ROI for each channel. The next logical step is building long-term data.

Data
Enter database management and CRM. Subscribers are entered in a global CRM. That’s definitely the best kick-off for your nurturing program. The key here is to track each individual profile, and measure which channels he or she uses to interact with your brand. Did they sign up for your newsletter? Are they fans on Facebook? How often do they visit your website?  
[Bonus tip!] You can add a cookie at the point of registry to track when people return to your website. Now you will be able to check if your leads are converting, and which channels attribute most of sales.
 
Actionability
If all is implemented like it should be, you can see which channels generate most leads, and track which channels (or which combination of channels) convert most leads in to sales. But analytics is pointless without actionability. There is a need of solid dashboards that shows (preferably in real-time) how every channel is attributing to your KPI’s - in this case: leads and conversions.
[Bonus tip!] You can use online reporting tools, or you can build a custom reporting platform. Most likely complexity of your project will determine this choice.

Conclusion

Don’t just look at your email reporting. Try to implement it into true marketing analytics. It will give you a solid understanding of the performance of your (digital) marketing.

Posted on
Oct 12, 2015