You Cannot Improve What You Do Not Measure
Analytics transform marketing from guesswork to science. Data reveals what works.
Key Metrics Framework
Awareness metrics: impressions, reach, brand searches. Engagement metrics: clicks, shares, time on site. Conversion metrics: leads, sales, revenue. Retention metrics: churn, lifetime value, advocacy.
Google Analytics 4
Event-based tracking captures interactions. Enhanced measurement automates common events. Custom events track specific actions. Conversions measure business goals.
Attribution Modeling
First-touch credits discovery. Last-touch credits conversion. Linear shares credit equally. Data-driven uses machine learning.
Dashboard Creation
Executive dashboards show KPIs. Channel dashboards detail performance. Campaign dashboards track initiatives. Automated reporting saves time.
A/B Testing
Test one variable at a time. Calculate sample sizes for significance. Run tests for adequate duration. Document and share learnings.
Customer Journey Analytics
Map touchpoints across channels. Identify drop-off points. Optimize high-impact moments. Personalize based on journey stage.
Predictive Analytics
Lead scoring predicts conversion likelihood. Churn prediction enables retention. Lifetime value forecasting informs investment. Demand forecasting optimizes inventory.
Privacy Considerations
First-party data becomes essential. Server-side tracking increases accuracy. Consent management maintains compliance. Data clean rooms enable collaboration.
Actionable Insights
Reporting describes what happened. Analysis explains why. Insights recommend action. Implementation drives improvement.
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