Tutorial: Understanding data to create your marketing strategy

Learn how to interpret data and extract insights of value to create an effective marketing strategy

To give us an idea, “data” is the collection of information that offers us a description of what the consumer is like and their interests. Once this data is analyzed and interpreted, it acquires great value for companies when making decisions, since this data offers relevant information.

Sebastián Buitrago is an expert in marketing strategies and in this tutorial he is going to help you interpret and translate the metrics. Let's get into it!

Once we have the strategy established, Sebastián shows us the most relevant metrics when it comes to following the marketing and sales strategy for any business. The first thing of all is to know the types of metrics that exist:

1. Business

In this type of metrics, he tells us that they are made up of financial metrics, customer satisfaction, internal employee processes and culture indicators.

2. Marketing

Here he tells us about the metrics that refer to purchase intentions, web traffic, behavior on different channels, conversions made, customer acquisition costs and [i]Lifetime Value[/i ].

3. Sales

He explains to us that they are those sales related to each of the company's businesses.

And at this point he asks: do you already have your Google Analytics account configured? According to Sebastián, it is essential to have an account in this tool, since it allows you to analyze the data through the different panels it offers.

In this tutorial, he tells what panels to observe to analyze the metrics and be able to understand what is happening in your business:

Sebastián Buitrago explains with the example of a real case how to interpret the reports from Google Analytics. Sebastián analyzes the results of the campaign they carried out, shows what works, what does not work and the new opportunities that arise thanks to this analysis and the interpretation of the data. These are the panels he recommends:

The Web Behavior panel

Sebastián shows the visits the page has received, what the bounce rate has been or how many pages per session have been viewed. He also interprets goal completions and conversions, the behavior of each channel being used to communicate the campaign, and demographic and geographic reports.

The Digital Marketing panel

In this panel he tells us the metrics of the different channels they have used, how the campaign has worked according to the established objectives, what the sales performance has been with conversion rates and performance per page.

The Optimization (or SEO) panel

In this panel, it shows the results of the organic sessions per visitor and per page, the conversion rates of organic SEO traffic and performance per keyword.

The Social Networks panel

Here he teaches us the analysis of the metrics that come from the social networks they have used and how users interact with them. It also shows audience impressions and reach and post performance.

Now that you know a little more about data and how to interpret it, do you dare to analyze your own marketing campaign?