Reviewing your analytics and reporting your results – good or bad – is important so we can see what's working and what's not working... and do more of what is working.
Adding Google Analytics to your website is free and it gives you a dizzying amount of data that lets you examine your website traffic to see what's working and what's not working. Social Media sites, like Facebook, and adverting platforms also have detailed Analytics data so you can measure the success of your campaigns. And, there are other systems – we use HubSpot – that can aggregate all the information so you can see all your Analytics data in one place.
Collecting the data is easy – making sense of it is not so easy. We like to pull out the information that's relevant to you and show you what's working and what's not working so we can do more of what is working.You can’t manage what you don’t measure [with Analytics] – Drucker, or Deming, & Mike Eastwood
Regular reporting, discussing the results – good or bad – keeps us on top of what's working and what's not. Each campaign will help us work out the most effective strategies and tactics for your online marketing. Over time that means we get more efficient and faster with all our marketing activity.
Reporting is also useful for sharing with the team and other stakeholders. It's important to include your team in discussions so we can discover the qualitative (more anecdotal) information as well as the quantitative information. That way we're all on the same page working towards the same results.