As a digital marketing strategist, I’ve witnessed an analytics revolution that has completely reshaped how we measure success and optimize campaigns. Gone are the days of agonizing over basic metrics like print ad impressions and call centre volume. Today’s marketers are empowered with unprecedented levels of data to dissect every facet of the customer journey.

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At the core is the ability to map intricate multi-channel paths to conversion. From the first organic search visit to remarketed Facebook ads to cart abandonment emails – each touchpoint’s impact on revenue can finally be quantified through advanced attribution modeling. This unified cross-channel view is what allows us to get smarter and continuously refine our strategies.

Consider the wealth of data streams now at our fingertips: sophisticated website analytics tools capture granular user behavior patterns and audience segmentation. Social media platforms feed us a constant stream of post-level engagement metrics segmented by demographics and interests. Search engines illuminate our most coveted keyword drivers of traffic. Email marketing provides a direct line to measuring list engagement and conversions.

But the influx of information can be daunting. Before you even start considering advanced attribution modeling, have you been paying attention to your base-level statistics in your reporting?

Do you know what metrics you should be paying attention to? Is growth the most important measure of how well you are doing in the digital space? The answer doesn’t have to be complicated. Start with the end in mind.

Establish your overall GOALS – you are investing your time, energy, and resources into the digital space for a reason. So, what do you WANT? Some common goals are brand awareness, lead generation, boosting customer sentiment, etc. You may have multiple goals, and that’s fine; prioritize them! Ideally, establish your top 3 and note if your goals differ based on platforms

Identify & define the metrics associated with your goals – one goal can still mean tracking different metrics depending on the platforms you are using. Make note of what these metrics are. You will reference these when you begin reading your monthly reports.

Get S.M.A.R.T (specific, measurable, attainable, relevant, and time-bound) – this is where you want to define the destination you are working towards on a platform-by-platform basis. If you are brand new to the space, you may be tempted to set a LOFTY goal. Go for it, but be realistic and remain open to tweaking your goals as you get more information and see how your audience actually responds to your activities (take a look at your competitors as well).

If this isn’t your first rodeo, make a quick run to your past reports to see how you’ve been doing and use that as a benchmark you can build on.

The fact is, this data influx is only as powerful as how you leverage it. The real advantage lies in using these insights to eventually predict rather than just report. But you cannot begin predicting until you get comfortable with simply tracking and using this information to boost your decision-making on and offline.

Never be afraid to look at the FACTS, regardless of what this looks like. Poor performance isn’t an indictment; it’s an opportunity to face up to what can be done better or even to spot what’s going well to encourage you to do more of that!

With data as our compass, we can be smarter, more agile, and relentlessly relevant at every touchpoint.

Meet Racheal ‘Rae’ Callaghan

A digital Marketing Consultant, strategist and entrepreneur with 10 years and counting in the advertising & and digital marketing space she has experience creating digital campaigns for well-known and loved brands.

She holds an MBA in Management Information Systems and is the Founder and Managing Director of Start Social Ltd, a digital media consultancy.

Follow Start on Instagram, Facebook, YouTube: @startsocialcbn

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