The debate is on for many marketing professionals with modern resumes – how often do you need to check metrics, and what are the premier markers to look for? Data is a welcome component of the online marketing business. Click through rates, conversion rates and time spent on a website are all useful and can help you prove that digital marketing expenses are worthwhile and showing a return on investment.
However, some marketers get too wrapped up in monitoring web analytics, according to Entrepreneur. To make sure that you are both listening to what the metrics can tell you, but also giving yourself the time to focus on more creative aspects of the business, remember to check only a select number of metrics every day.
For example, Entrepreneur recommends that if the website you are in charge of is used to pay for a product or service, asks for someone to sign up for an account, provide an email address in exchange for something or take part in any business engagement, then tracking conversion rates is important. The conversion rate can be set up in Google Analytics as a specific goal, and the system can generate reports. Documenting consumers’ actions on the site will allow you to track website use and know if all of its corresponding parts are working well or failing.
According to Social Media Today, marketers should also remember to pay attention to email open rates. A recent study by MarketingSherpa, an online marketing research organization, email marketing for business-to-consumer industries can result in a 256 percent return on investment.
Measuring email open rates will allow a marketer to understand whether email marketing messages are read by the receiver and are resulting in anything positive like an increase in service or product purchases.