Marketing Analytics

Imagine analyzing data from a “Special Discount” campaign six months later. Unless you’re blessed with an exceptional memory, you’ll find it impossible to remember details such as its purpose, audience, or the period it ran. This is why having a well-structured naming convention and marketing data governance will make analyzing and reporting your campaign much ...

Despite all the buzz about data-driven marketing, marketing analytics remains a challenge for many marketers who still struggle to track and optimize performance.  Only a fraction of marketers use quantitative tools to measure the impact of marketing spend. In fact, 80% of companies collect more data than they know what to do with, while 38% ...

For an agency, data is an invaluable asset. It helps you prove the value you’re bringing to your clients. Without it, clients may wonder if their marketing budget is well spent—and it’s the last thing you want. In this article, we’ll discuss different ways marketing agencies use data and Supermetrics to land, grow, and retain ...

Your top priority as an agency is to win and retain clients. And effective marketing reporting is key to both goals.  In this guide, we’ll give you all the information you need to set up your client reporting, including:   How to use reporting to build trust and transparency with clients Can we be real for ...

Many agencies still handle client reporting manually—pulling .csv files from each channel, copy-pasting data, and trying to make it look pretty or at least comprehensible…. And then repeat it for every new client.  That might be doable when you’re starting out, but what about when you’re scaling up? Your team will be wasting time on ...

Many marketing agencies call themselves data-driven. But there’s a big difference between being data-aware and truly data-driven.  So, how can you become a genuinely data-driven marketing agency? In this article, we’ll break down the characteristics of data-driven marketing agencies, why it’s worth becoming one, and how to overcome the common struggles that we see our marketing agency customers wrestling with.  Coming ...

Marketing reporting isn’t just about proving the value of your marketing team. Or at least it shouldn’t be. The whole purpose of reporting on your marketing efforts is to be able to make better data-driven decisions. Whether that’s the decision to double down on a specific marketing channel or to end an underperforming campaign early, ...

Despite managing large marketing budgets, many senior marketing leaders find it difficult to connect the dots and prove the impact of marketing. After working with thousands of companies across different industries and sizes to solve their measurement problems, we’ve recognized that most companies are missing a key piece in their measurement strategy—understanding the incremental impact ...

How do you measure the impact of brand? This is a question that has challenged marketers since the dawn of time. But today, we’ll aim to answer it once and for all. In this article, I’ll discuss brand testing and measurement and share how we used data to test, develop, and launch a new brand ...

Power BI and Excel are excellent data analysis tools offered by Microsoft, with the latter having been around for decades as part of the Microsoft Office suite. Business analysts use both to create dashboards and reports on desired insights. As a marketing manager doing reporting, you might be torn between the two. Choosing the right ...