The Marketing Analytics program brings clarity and confidence to you digital marketing ecosystem. This “reset” program brings clarity to your marketing performance and confidence in your metrics and dimensions.

Program Outcomes:

• Address any concerns with the technical setup of Google Analytics 4, Google Tag Manager and/or advertising platform tracking pixels to ensure you are accurately tracking metrics and dimensions that matter most to your organization.
• Build a measurement plan that aligns your digital performance reporting to your marketing and business goals, allowing you to confidently deliver performance data to the executive team.
• Set up report and/or dashboard templates to enable ongoing data-driven decisions.
• Train you and your team on how to read and interpret digital reports in order to support ongoing insights and decision making.

Program Process Deliverables

There are three key elements to the Marketing Analytics program:

1. Measurement Plan: the measurement plan is a document that aligns the ongoing digital marketing measurement to your marketing and business goals. This ensures we are reporting the right metrics and dimensions and we all understand how those metrics and dimensions contribute to the business success. Development of the measurement plan begins with a download of your current marketing and business strategy, with that understanding we collaboratively define the metrics or KPIs that we want to monitor and the dimensions (non-numerical figures used for categorizing the data). The measurement plan is summarized in a one-page document.
2. Technical Configuration: during this stage of the program I test, audit and adjust any tracking tags on your website to ensure we are accurately capturing the correct metrics and dimensions in our reporting system. This typically involves hands on technical work within Google Analytics, Google Tag Manager and any active advertising platforms.
3. Reporting Setup: I then build out the framework for ongoing reporting. This could include monthly or quarterly report templates, dashboard setup, and any other required reporting templates and systems to enable ongoing measurement and optimization. These reports are aligned to the measurement plan and pull in the important metrics and dimensions that were configured during the technical setup.
4. Ongoing Reporting: This can take a do-it-for-me or a teach-me-how approach. With the first option, I build out a report, write insights and make recommendations as to how to optimize and improve performance. With the second option, we work together to “level up” your internal team’s reporting abilities, working towards a point where you are self-sufficient in capturing relevant insights and making data-driven decisions.

If you are interested in improving your marketing analytics, driving confidence in your decision-making and bringing clarity to your digital marketing ecosystem, please reach out and we can set up an initial introductory call.