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Why You Should Let Marketing Partners Access Your Google Analytics

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

Google Analytics.jpgYou'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.

Sharing Data With Your Marketing Partner

Nurturing a working relationship is essential. MarTech Today reminded readers of the need to find a synergy between marketing tech and ad tech to "engage consumers going forward" and to achieve the common goal of driving sales.

"Less than one-quarter of marketers worldwide say they have full access to data from across their organization to give them a comprehensive view of customers," eMarketer reported, based on data from the CMO Council, Forrester Consulting and SAP Hybris. It's time for that to change!

Granting marketing partners access to your analytics shouldn't be a scary proposition. A common myth surrounding the sharing of analytics is that it isn't a good idea — but that's not true. Having another set of eyes on your data can potentially yield new insights.

Making an exchange of information is as simple as organizing conference calls, using shared cloud-based documents and allowing senior executives on each team to access your Google Analytics so they can independently review the data pertinent to their tasks. Google has a number of online resources that offer insight into the types of permissions you can provide your partners with.

Benefits of an Information Exchange

Evaluating the performance of current (and past) advertising campaigns with a digital marketing partner or specialist strengthens the overall output of the company.

Independent data management platform (DMP) Lotame noted that one set of data can be analyzed multiple ways and yield new insights when viewed by more than one department — making the value almost incalculable. The organization also explained that marketing specialists, or any other department personnel, can dig into raw data and extract a data set that aligns with exactly what they need. This information may have been overlooked by the initial review team simply because it didn't fit their objectives.

Finally, when marketers have access to advertising data, they can predict the success of future campaigns by analyzing results of past contributions. This helps to create intelligent, data-backed decisions for future processes.

Marketing and advertising can be a tricky game, and while there's plenty to be learned from taking it on alone, it can also be helpful to recruit a seasoned professional to support your next campaign.

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