From the course: Digital Marketing Foundations
Join today to access over 24,900 courses taught by industry experts.
How to decide what to track in marketing analytics
From the course: Digital Marketing Foundations
How to decide what to track in marketing analytics
- In digital marketing, we have access to an absolute ocean of data. And while that's powerful, it can also be really overwhelming. The real challenge isn't really a lack of data, it's a lack of focus. You can't track everything, and you definitely don't want to get bogged down in a 10 page report of every single metric. So how do you decide what to track? Well, you really need to focus on the metrics that truly matter to your marketing vision, your customer needs, and your company goals. And two helpful concepts here are looking for key signals and then using anomaly detection. Let's start with key signals. So these are the specific metrics that directly indicate whether you're making progress towards your important business outcomes. And those are going to be non vanity metrics. So if your goal is to increase sales, key signals are things like conversion rate, average order value, and customer lifetime value. If your goal is lead generation, well key signals are the number of…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.