A Primer on Web Analytics For Marketers | Augurian

What does it look like to work with an agency on a marketing analytics project?

Hear from Augurian’s Analytics Manager, Megan Upperman, on:

🔺 the value of investing in analytics services,
🔺 how to develop a measurement strategy for your business,
🔺 and how to operationalize your marketing data.

Find fresh digital marketing tips and insights at https://augurian.com/blog/

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Video Transcription:

Josh: Hi, this Josh Becerra. I’m here with Megan Upperman, our manager of analytics. We’re going to talk about analytics, which is super fun.
Megan: It’s true, it’s fun.
Josh: Yes, so the deal with analytics is garbage in, garbage out, you need good data. Megan has actually brought some really crazy data statistics to share with us, about how bad it really is if you’re not using analytics properly.
Megan: It’s so true, and a couple of these kind of blew my mind when I found them. I really spent a lot of time fact-checking them because I was a little bit in disbelief. We’ll start with, “Poor quality data, cost the US economy $3.1 trillion.”
Josh: Trillion, with a T.
Megan: Trillion with a T. [laughs] Josh: That’s a lot of money.
Megan: Yes, it’s a ton of money. Here’s another one, “60% percent of marketers don’t trust the cleanliness of their data.”
Josh: Yes, that’s sad.
Megan: It’s sad.
Josh: That’s a sad state of affairs at this time where we should have good data, right?
Megan: Yes. Collecting and actually using data properly is an absolute must for a modern marketing team.
Josh: Yes, for sure.
Megan: It is mission-critical.
Josh: Okay, you got a couple more pieces of data here. It takes $1-
Megan: [chuckles] It does, “It takes $1 to verify that your data’s quality is good with a better implementation on the front end. It takes $10 to fix it later.” Cost you $100 to do nothing.
Josh: Don’t do nothing.
Megan: Don’t do nothing.
Josh: It’s not worth it. At Augurian, we have analytics department. Megan leads that department-
Megan: I do.
Josh: -and we wanted to share with you on this video a little bit about what does that mean to have a retainer with Augurian and our analytics department. Tell us a little bit about that.
Megan: The very first thing that we will do, our kind of base-level point of starting, is to make sure that your implementation is set up to best practice. There’s hundreds, but we’ll start with the basic– Like a 64-point checklist that we’ve developed. It works for E-commerce, it works for LeadGen, just to ensure that you don’t have garbage coming in.
Josh: Nobody likes garbage coming in.
Megan: No, no, so we start with that. The next point after we make sure that the data you have is good and you’re up to a basic best practice that works for everyone, then we start customizing. We work with you to create a measurement strategy. We’ll talk through questions like, “What do I need to know?” “How am I going to measure that?” “How do I define whether this tactic has been successful or not?” “How do I set meaningful goals and benchmarks and how do I make sure I’m pacing right towards those?”
When we’re looking through something like that, as we create that measurement strategy, most of the time what comes out of that is the need to customize your implementation and to start incorporating other types of data sources.
For example, if you’re using call tracking or if you got meaningful data in your CRM that you want to incorporate or if you’ve done, for example, a closed-loop implementation that’ll integrate all the way to the end of your sales funnel, all of those things will bring back into your central analytics area, so that you’ve got a source of truth that works for everyone, All the vendors you’re working with, your internal team, everyone should find what they need here, in the same measurement strategy.

Read the rest of the full video transcription at https://augurian.com/blog

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