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Marketing Data to Drive Decisions: No More Throwing Spaghetti Against the Wall to See What Sticks

by in +marketing


Most marketing tactics have the ability for tracking—even direct mail. Everyone wants to track the success of their campaign, but unless you have a marketing department (of more than one or two people), chances are this isn’t something you put much effort into.

Tracking requires taking the time to do the work and to also know what exactly you are looking for. There is also the balance of looking at too much vs. not enough.

Why Track

Tracking your campaigns can provide you with valuable information you need in order to be successful. For example, through tracking, you can monitor the messaging, graphics, and call-to-actions of all your marketing efforts—no matter what they are—and use this information to make more informed decisions moving forward.


The basic food groups to measure are:

  • Email: open, click through, and shares
  • Online: unique visitors, site visit duration, page bounces, conversions, and downloads
  • Search: keywords, domain authority, and conversions
  • Social: fans and followers, mentions and retweets, shares, and comments
  • Blog: subscribers, shares, and comments
  • Press: bylines, mentions, and awards
  • Experiential: attendance
  • Direct Mail and Advertising: CTA response


What is too much? What is too little? Our rule of thumb is to monitor your campaigns regularly. For example:

  • Monthly: to keep a pulse on the traction of each individual tactic
  • Quarterly: to watch for trends
  • Annually: to plan for future marketing budget


On-demand changes can be made to messaging, graphics, offers, and call-to-actions. Often with search engine marketing, we perform A/B split testing to compare the results of the components of a campaign. The key is to be consistent to make any messaging or graphical changes to all marketing tactics. We recommend monthly maintenance on the website to address bounce rates of pages and leverage new keywords. Even printed materials and presentations can be modified to address any new insights.


A perfect example of how decision-making affects budget decisions involves our client Elk Grove Village. When presenting to the board, we shared a dashboard, much like the one above. If there had been any question to the validity of their newly launched B2B communications portal, there isn’t now. With nearly 7-minute page views on the website, over 1000 attendees to their Made in Elk Grove Manufacturing Expo, incredible email open rates, and an overall increase in fans and followers, their budget was an educated decision.

Everyone wants to see the needle move forward. Social is about brand awareness, and your website should be serving as an outside sales rep bringing inbound leads. The increase of engagement justifies a return on your marketing investment. It helps you understand who is looking and what are they looking at. In the end, marketing can bring you leads, but it is up to you to convert it into a sale.

Please share with us what tools you have used or what metrics you track. We welcome the conversation.

About The Author

Julie Poulos
Julie Poulos - View more articles

Julie Poulos, RC Vice President, better known as Vice Princess, Mistress of Marketing or Social Butterfly is passionate about sharing her love for marketing + technology with anyone who is looking to move the needle in their business! She freely shares her successes and failures as she is driven to help others solve problems. Why recreate the wheel when you can “Just ask Julie!” She is an engaging speaker - contact her for your next event! Connect with Julie on LinkedIn.