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Worth repeating: Measure what matters

Posted by Ben Waxman on Oct 9, 2018 3:41:00 PM
Ben Waxman

We know that eating vegetables and exercising are good for us, but we don’t always do it.

Analyzing digital metrics is kind of the same thing. It’s an important tool to monitor, understand and strengthen our digital effectiveness, but we don’t always prioritize it and take the time to analyze…regularly.

Setting up a metrics dashboard will provide immediate and accurate analyses of the effectiveness of your digital presence and messaging. And finding out what works and what doesn’t will help you to make the most of this important marketing channel. That’s really the thing about digital marketing – the incredible level of analytics you can perform.

But, first you have to figure out where to start. What matters most for your line of work? What truly drives revenue? That’s a good starting point. And now work backwards to find the initial point of contact that resulted in the revenue.

The Social Media Dashboard

It’s not enough to have an online presence in every social media app. You need to have an effective presence.  And the only way to know this is by tracking your Facebook likes, You Tube views, Twitter retweets, Instagram followers and #hashtag mentions- all in one spot. One service we like is Klipfolio –check it out to get an idea of how easy all of this tracking can be when it all lives in the same space.

The Website Content Digital Marketing Dashboard

Google Analytics is a great application for measuring the effectiveness of your website in larger terms.
It won’t capture information for individual visitors, but it will help you track website visits, page views, bounce rate and average time on your site. It will also show you where in the world your visitors are coming from- all of which can help validate that your recruiting activity to drive website traffic has been effective.

Wow, is that all there is to it?

In a word, no, but it’s a great start.

Want something even more in depth?

See our next post: Inbound Marketing Dashboards: Converting Visitors to Leads

Topics: Digital Marketing


This is where business analytics shape artful marketing. In marketing, it's about insight, industry expertise and team dynamic. We take the time to ask the right questions and listen (really listen) to the answers. At the outset, we are more intent on, and curious about, what you and the industry have to say than about expressing our ideas. Once we have gathered and analyzed the information needed, as quickly as possible, we have insights to share.

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