The current status of the B2B marketing metrics and analytics provides marketers actionable insights. They need to design programs that can be measured so that they have room to improve their marketing activities. The benefits of marketing analytics, and its impact on sales revenue, the being tools used, the budget allocations, main obstacles, and much more matters a lot. Here is the data that will be pretty helpful in order to optimize the user experience and drive higher ROI.
To measure the performance, role of analytics is a significant insight for the marketing success. According to the data collected for marketers, 86% of all the respondents consider it as the most important for the success of their marketing program.
Majority of the organizations (nearly 84%) invest in Marketing Analytics and rest of them are hardly paying any attention to it. Most of the organizations consider the increase in revenue as the top most priority and give high degree of importance to understand the sales funnel by the use of analytics.
KEY OBJECTIVES of Marketing Analytics
The emerging trends in digital technology and marketing should be given utmost importance by the organizations today.
To measure the performance, role of analytics is a significant insight for the marketing success. According to the data collected for marketers, 86% of all the respondents consider it as the most important for the success of their marketing program.
Majority of the organizations (nearly 84%) invest in Marketing Analytics and rest of them are hardly paying any attention to it. Most of the organizations consider the increase in revenue as the top most priority and give high degree of importance to understand the sales funnel by the use of analytics.
KEY OBJECTIVES of Marketing Analytics
- Enhance customer lifecycle
- Improve competitive analysis
- Improve the marketing performance
- Reduce time taken to analyse data and interpret the results
- Gather data from multiple resources to draw correlations and make predictions
There are various parameters depending upon which the marketers select the marketing channels. The marketing goals, target customers, the budget, the Return on Investment, products or services being offered and the competitors, all of these metrics are used to evaluate their marketing programs. The organizations generally track the visits, page views, conversion rate, bounce rate and exit rate. Conversion rate is the most significantly used to track alongside visits and page views.
If SEO metrics are talked about then organizations are tracking the CTR, keyword clicks & rankings, top sources of organic traffic, and the unique terms that are driving the traffic. In Social Media, social reach, traffic referrals, engagement per post, leads, conversion rate, brand sentiment and top influencers are taken track of. In PPC marketing, CTR, sales conversion rate, and visit-to-lead rate are regularly tracked. For Content Marketing, leads, downloads views, likes, and comments per post, conversion rate and time spent on a page are the metrics that are tracked by organizations.
Looking at the current stats there are many obstacles like lack of resources, time & budget constraint lack of system integration, lack of vision that comes in between and hold back the organizations from investing in Marketing Analytics.
If SEO metrics are talked about then organizations are tracking the CTR, keyword clicks & rankings, top sources of organic traffic, and the unique terms that are driving the traffic. In Social Media, social reach, traffic referrals, engagement per post, leads, conversion rate, brand sentiment and top influencers are taken track of. In PPC marketing, CTR, sales conversion rate, and visit-to-lead rate are regularly tracked. For Content Marketing, leads, downloads views, likes, and comments per post, conversion rate and time spent on a page are the metrics that are tracked by organizations.
Looking at the current stats there are many obstacles like lack of resources, time & budget constraint lack of system integration, lack of vision that comes in between and hold back the organizations from investing in Marketing Analytics.
The emerging trends in digital technology and marketing should be given utmost importance by the organizations today.
