Understand the importance of context and clarifying questions when it comes to data review.
Familiarize yourself with some tools for analyzing your business’s metrics.
Grasp the significance of turning data insights into actions for your business.
Let’s face it. Data can be overwhelming even for the most seasoned small business owner. But with some practical pointers, you can finally start running toward (instead of away from) your metrics. Here’s a brief guide to help you navigate your metrics accurately and in-context, so you can better understand your customers and tweak your future marketing strategy.
Keep Context in Mind
When analyzing marketing metrics, understanding the context is crucial. Many businesses struggle with evaluating their metrics effectively because they often review raw data without considering its broader context. Data tells a more meaningful story when it’s viewed in conjunction with other relevant information. To gain a comprehensive view, it’s essential to integrate data from multiple sources. For instance, you might look at website traffic trends from Google Analytics, engagement rates from your social media platforms, and open rates from your email marketing campaigns. By analyzing these metrics together, you can gain a deeper insight into customer behavior and preferences. This integrated approach not only provides a fuller picture of who your customers are but also guides more informed marketing decisions.
Create Clarifying Questions
Remember to approach your data with specific questions in mind. Sometimes the best thing you can do while reviewing your metrics is to step away from your dashboards and make a list of questions.
Begin by defining your local reach (e.g., cities, zip codes). Use information from your point-of-sale system and call logs. Next, examine the value and spending habits of each audience segment. Tools like your website, Google listing, review sites, social media, digital ads, and search can provide valuable insights into local engagement.
Leverage These 3 Types of GA4 Reports
Google Analytics 4 is an invaluable tool that lets you dig into metrics in one place. Here are three platform features to take advantage of:
- User Acquisition. This shows the marketing channels that acquired your visitors.
- Traffic Acquisition. This shows all the most recent traffic sources.
- Pages and Screens. This shows you what content on your website your users are spending the most time on. It also shows you the time they spent looking at your content and which platforms drove them to your website. We recommend filtering your Pages and Screens data by city.
Delve into Google Business for Local Data
A Google Business Profile is a goldmine for local data. Understand local keywords driving traffic, how people find you (map or search), and the actions they take upon discovering your business. Cross-reference this with your analytics and sales data for a complete picture. Don’t forget to explore Bing Places for Business and Apple Business Connect, especially if your target buyers use these platforms.
Use Data to Define Your Target Customers
Regular data reviews reveal key aspects of your buyers: age, gender, interests, preferred communication channels, and technology usage. Meta allows you to view Facebook and Instagram Insights in one place. However, don’t rely solely on these insights. Consider third-party apps like DashThis that make data interpretation easier as you turn data findings into action steps for your business.* Our free Beginner’s Guide to Creating Your Customer Personas is also a great resource for defining your target buyers.
Analyze Your Email Marketing Data
Look at open rates, click rates, and website activity. Cross-check customer interests with purchases in your POS. Adjust marketing imagery to highlight popular products and consider featuring them prominently on your home page or in advertising.
Turn Data Insights into Actions
Insights without actions are pointless. At Technology Therapy® Group, we believe in a three-phase learning process: acclimation, understanding, confidence. The more time you spend with your data, the more comfortable you’ll become in using it to adjust your marketing strategies and make informed business decisions.
Start Leveraging Your Data
Sometimes all you need is a bit of support and training to improve your small business skills. Learn more about digital diagnostics with the TTG Pros!
*DISCLAIMER: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!