“Information overload is a symptom of our desire to not focus on what's important. It is a choice.”
How much data is considered ‘too much’ data? With such tools as Google Analytics, social analytics, competitor tracking data, email marketing automation reports, CRM’s and sales funnel metrics, it can be difficult to know how much of this information is actually relevant.
The fact is, all of the information received from analytics can be useful if you have something to apply it to and you know how to apply it. You don’t need to review information that’s not tied to your goals. Learn to rid yourself of the ‘noise’ and start getting your analytics to work for you.
Here are some steps to simplify your research process and start meeting your KPI’s.
The First Step to Solving the Data Problem? Admit You Have One
There’s no point of having big data fill up your inbox with reports if you’re not going to use them to reach your goal. It’s akin to the 100-page business plan that’s so overwhelming no one ever looks at it and just collects dust. You could make the argument that you need these reports in the event there is a problem and need to go back to notice a trend. But if you were using the reports to match your goals, you would have noticed the problem sooner.
In order for the reports to work, you need to adopt the behavior. Start by defining your key performance indicators (KPI’s). This can have the biggest impact because you’ll actually be able to apply the data.
Breakdown your marketing sources (or campaigns depending on how you define them) into systems.
Now, define one performance indicator for each marketing system. The performance indicator should be a direct indicator to a sale or lead conversion. For instance, the KPI for paid search could be click to conversions. Look at each of your marketing systems and define one KPI. You won’t be right the first time. Because this is an iterative process, but it’s effective because one KPI for each system is much easier to digest and focus on.
Marketing Systems with KPI Examples
|Paid Search||Generate 250 sales leads.||Google Adwords|
|SEO||Increase organic search visits to 51%.||Google Analytics|
|Increase average open rate to 24%.||Sharpspring|
|Social Media||Increase engagement rate to 2.4%.||Sprout Social|
|Content Marketing||Generate additional 1,800 blog subscribers.||Sharpspring|
|Website||Increase average time on site to 7:15 per session.||Google Analytics|
When you organize your marketing into what you're doing, how you're measuring it, and where you can find it, analyzing is a whole lot easier. The data overload becomes a thing of the past. You’ll have a clearer picture of performance where you can make better decisions across the board.