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It’s All About Perspective

It’s All About Perspective

For many in the US, this winter felt brutal. Snow that only seemed to pile up further, day after day spent shoveling driveways, convinced that winter would never end. However, the National Oceanic and Atmospheric Administration (NOAA) has released data indicating that the first quarter of 2014 was the seventh-warmest on record. Furthermore, though much of North America did experience a colder than average March, overall the month was the 349th month in a row with at or above average global temperatures.

The obvious implications of climate change and global warming aside, this teaches us an important lesson: we must put everything in perspective before we can make a valid judgment, especially when comes to our digital marketing performance.

Putting It In Perspective

  • Take a Step Back:

    It’s easy to feel disappointed – or elated – after a quick glance at Google Analytics or Facebook Insights, but before you make a snap judgment, take a step back. Ensure that you’re looking at the correct time period and take some time to compare it to previous periods. You may find that a month with what you thought was “low” traffic actually shows growth. Only by delving deeper into the metrics can we truly measure our performance.

  • Go Beyond the First Page:

    Surface level statistics can be misleading. For instance, perhaps your overall traffic is down slightly. If you only look at the top level statistics, this is all you’ll know. You’ll miss what caused the dip and how you can improve in the next period. However, if you dig a little deeper, you may find that your direct traffic has decreased, but your organic traffic is up. Thus, you’ll see that your SEM campaigns are effective, but you may want to send an eblast in the following month to boost direct traffic.

  • Compare Apples to Apples:

    Take things a step further when digging into your data by comparing strategic periods. See how you performed this month compared to last month, then look at this month compared to the same month in the previous year. You may even want to analyze the last quarter over the quarter before. The key here is to always ensure that you are looking at comparable periods. Reviewing this March over last July isn’t going to reveal much insight, whereas looking at this March over the same month in 2014 will show the changes of the last year.

  • Consider the Circumstances:

    You’re not done once you have the proper data. Then you must analyze the data and determine what caused these outcomes. If your engagement on Facebook is down, do some research to see if Facebook has made any changes – recently they adjusted their algorithm to decrease the organic reach of page posts. Consider all of the factors that may have impacted your metrics, both internal and external, prior to making a final ruling and deciding where to go from here.

Need more help putting your digital marketing metrics into perspective? Reach out to us for a free consultation. Together we’ll look at what you’re currently doing, determine how well it is working, and create a plan for where to go from here!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office