Be In The Know Blog

Facts About Data Discrepancies That’ll Make You A Better Marketer

Posted by Brooke Huntley on June 27, 2019 at 9:00 AM

Discrepancies make it quite difficult for you to successfully pull off your client's digital campaigns. That's why it's very frustrating when your Facebook, Google Analytics, and Google Ads data all display entirely different metrics.

After all, how do you confidently present your data findings to your clients when they're inconsistent, hard to interpret and cause you to come up with invalid assumptions?  

Furthermore, how do you do this without damaging your reputation and costing you your career?

Unfortunately, you don't. However, there is good news!

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Topics: Analytics, Google, data

The March 2019 Google Algorithm Update

Posted by Ashley Rios on April 2, 2019 at 9:37 AM

Google recently released a new update to their search engine called the March 2019 Core Update. Google makes hundreds of small changes to their algorithm every year, but most of them go unannouncedCore updates refine Google’s algorithms to make search results better.

Google did not officially announce the update or make a public statement until industry professionals started to notice some changes and approached the company for clarification. This type of privacy is common for Google, especially since the guidelines surrounding how it ranks websites are complex. Industry professionals are still waiting to see how the changes associated with the March 2019 Core Update, which was rolled out on March 12th, may impact websites' overall rankings and traffic. 

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Topics: Digital Marketing Strategy, Analytics, Google Analytics, Google

How to Decode Google's Web Analytics and Dig up Valuable Insight

Posted by Brooke Huntley on February 12, 2019 at 9:42 AM

If you aren't using Google Analytics to inform your online marketing strategy, it's time to start. This foundational tool is free, easily accessible and loaded with valuable data. Even if you're utilizing other Web analytics tools, Google's offerings are too useful to ignore. But be careful to not overlook reporting from other media platforms like Facebook. Not all platforms measure performance in the same way, but here’s a quick guide for Facebook vs. Google Analytics. The data interpreted through Google Analytics exists in layers, similar to bedrock accumulating on top of itself. Although the surface has plenty of insights, drilling deeper into the data can prove more revealing and provide smarter guidance for your digital strategy.

In most cases, you'll want to use a two-pronged approach. To some degree, the top-level insights brought by basic site performance metrics are illuminating enough to improve campaigns on short notice, but to uncover deeper, more complex and meaningful insights hidden in the data, you need to dig a little deeper.

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Topics: Analytics, Google Analytics

Analytics 101 for SMB Marketers: How to Fix Poor Website Performance Metrics

Posted by Brooke Huntley on January 30, 2019 at 9:09 AM

When it comes to data-driven marketing, it's not enough to measure your performance — you also need to know how to translate your findings into action.

In the first part of this series, we shared why measuring marketing performance is critical to your business success. Then, in part two, we defined key metrics and explained why they're important. Today, we're taking a look at three common issues you may discover when analyzing your website performance metrics, and what you can do to improve in these areas.

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Topics: Analytics, ROI

Analytics 101 for SMB Marketers: Campaign and Website Metrics That Matter

Posted by Brooke Huntley on January 29, 2019 at 9:10 AM

Whether you're delving into the world of marketing metrics for the first time, or you're hoping to improve your current performance monitoring strategy, understanding marketing analytics jargon is crucial. After all, how can you effectively analyze your results and translate reports into actionable efforts if you don't understand what you're measuring?

In the first part of this series, we discussed why you should measure marketing analytics. Now, to help you measure the right metrics (and decipher your results), here are the top six campaign performance and website metrics that matter most.

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Topics: Analytics, ROI

Analytics 101 for SMB Marketers: Why You Must Measure Marketing Performance

Posted by Brooke Huntley on January 28, 2019 at 9:12 AM

How do you determine whether a business is on track to meet its goals, identify areas of improvement, or measure how well its investments are yielding returns? Small business owners likely rely on a series of business metrics like sales revenue, net profit margin and more. This data gives them visibility into company performance and ensures they're able to consistently drive success.

But what about when it comes to marketing efforts?

If you don't measure marketing performance using the appropriate analytics, you could be losing money and missing critical opportunities. Most marketers who adopt data-driven campaigns enjoy five times the ROI on marketing spend, according to Business2Community.

Here are three reasons you should begin to measure marketing performance, if you're not already:

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Topics: Analytics, ROI

The Truth About Marketing Attribution: What It Is and What It's Not

Posted by Allison Sturtevant on July 24, 2018 at 11:08 AM

How do you know which of your marketing efforts led to sales? Marketing attribution is a way to determine the value or ROI of your marketing channels, according to Salesforce. But accurate attribution is difficult: When a customer interacts with email, social media, website content and other channels prior to a conversion, how do you weigh the monetary value of each campaign?

Effective attribution requires analytics and some trial and error on the part of marketers. But businesses are sometimes reluctant to embrace marketing attribution strategies because there's confusion about the best approach. Here are three common myths that might be holding you back from adopting an attribution strategy.

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Topics: Analytics

How Cross-Channel Attribution Powers Smart Marketing

Posted by Brooke Huntley on April 24, 2018 at 11:12 AM

Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.

This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.

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Topics: Digital Marketing Strategy, Analytics

Why You Should Let Marketing Partners Access Your Google Analytics

Posted by Brooke Huntley on February 21, 2018 at 11:33 AM

You'd never hire a wedding cake baker without a consultation, right? Sure, they can craft a beautiful cake, but they need specific details to make it personal for you. Your wedding colors, theme, flavor preferences and food allergies must be acknowledged — otherwise your cake won't be unique or appropriate.

The same holds true for business promotions. If you want your marketing partners to create spot-on web campaigns, they need to access your Google Analytics to gather data and thoroughly review it. Think of it as the ingredients necessary for the perfect cake.

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Topics: Analytics

Conducting a Brand Audit for Your Business

Posted by Allison Sturtevant on February 2, 2018 at 10:09 AM

Conducting a brand audit is an essential step for all marketers, whether your organization is a burgeoning startup or an established enterprise. Reviewing your online (and offline) performance gives you a bird's-eye view of things that are working well and areas that could use some attention.

Additionally, a review of your brand can help you:

  • See where you stand competitively
  • Determine who your customers are
  • Meet your customers' expectations
  • Refine your strategy moving forward

Your priorities will dictate your approach to the brand audit. If you're focused on a digital presence, you might want to emphasize analytics; meanwhile, brick-and-mortar operations may stand to gain more from robust customer surveys. Either way, every marketer should attempt to examine the following areas during a brand audit.

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Topics: Digital Marketing Strategy, Analytics

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