How To Learn Marketing Analytics
Welcome back data nation! Today's video talks through a more hands-on approach to learning marketing analytics along with areas to expand your knowledge and information on the role of a marketing analyst...
1. Get our hands on some Data:
Start by gaining access to a friend or business colleague’s website or if you’ve got the resources, build one for yourself and then install google analytics. You can also find business owners around you who are in both the b2b and b2c space. Ask to gain access to their website and make sure google analytics is installed properly on their websites. Once you’re in, start poking around to the different sections and use google to research elements of the analytics platform to teach yourself the basics. Along the way, speak with your friend and business owners in your network about how they’re currently getting customers. This will help inform how you interpret the data.
2. Expand Your Knowledge:
One easy way to do this is to follow my tutorials on how to configure goal conversions. You can also take Google's analytics certification courses through Google Analytics Academy. Everything i've mentioned so far is basically free, the only cost to you is your time. Begin monitoring analytics over the coming months. Note any trends, outliers, or other irregularities in the data. These are your points of optimization. If traffic is low, look for ways to increase it from channels where ideal customers spend time such as social media, internet forums, google search, email and more. If traffic is high, but conversions are low, look for ways to improve your messaging or the design of your website to make it easier for people to get in touch
3. Role of A Marketing Analyst:
The whole point of marketing analytics is to understand the buyer's journey from when they start looking for your products or services to when they arrive at your website, submit their contact info and ultimately buy from you
Understanding everything from brand awareness down through to conversion and sale will help you go far as an analyst. Different buyers take different journeys on their way to a sale. B2B markets often operate a lot differently than B2C markets. Local businesses have a different target market than national companies.
The markets and media you recommend as an analyst vary wildly from client to client, but if the data is clean and well-governed, it will paint a clear picture of the health of the organization’s marketing.