Are you able to establish the value of your marketing activities? Looking for a way to deliver data anyone can understand? In this article, we'll explore how to clearly convey your marketing value using analytics.

Why Should Marketers Focus on More Clearly Conveying Their Metrics?

In the digital age, everyone has access to data. But metrics alone cannot drive your business's impact without thoughtful analysis tailored to your business's specific growth objectives.

Effective marketers know that data and analytics are essential for demonstrating their business's value. Yet, many struggle to clearly convey metrics and insights to their key stakeholders.

Many marketers fixate narrowly on outputs instead of outcomes. But volume metrics like emails delivered or blogs published reveal nothing about actual business impact without further analysis.

Unfortunately, most analytics platforms exacerbate this dynamic by providing ambiguous standardized reports unsuitable for specific organizations.

JJ Reynolds, founder of Vision Labs, a data agency that helps leading brands measure and optimize their growth, discovered this while working in digital marketing.

Intrigued by Facebook's advertising capabilities, he began experimenting with boosting his clients' videos on the platform.

Over time, JJ transitioned into managing ads for solar companies, observing how agencies often obfuscated analytics to mask poor results.

Powerful reporting requires connecting channel data to strategic goals through customized dashboards.

#1: Apply Analytics Strategically

The flexibility of tools like Looker Studio allows you to thoroughly test and optimize every aspect of your marketing funnel.

Looker Studio produces visual real-time reports that are easy for your boss or clients to understand.

You can tailor analytics to your organization's structure and vertical and strategic goals using custom dashboards.

A 3-Step Framework to Track 3 Key Metrics That Convey Marketing Value

• People who saw your product—people who viewed your sales page on your eCommerce site
• People who engaged with your product—people who added your product to their cart
• People who bought your product

Let's say 1,000 people saw your product, 500 engaged with it, and 100 people bought it.

You can also break it down further by affiliate partner, products, day, page type, geography, desktop versus mobile, and more.

JJ recommends starting small. Focus on your traffic source and landing pages first.

Additionally, Looker Studio's marketing efficiency ratios divide ad cost by new customer revenue over days, weeks, or months.

For many marketers, the greatest utility lies in quickly eliminating waste by discontinuing campaigns generating negative ROI.

#2: Craft Compelling Data Narratives That Establish Your Value

Data narratives help shape your business's perception rather than simple vanity metrics.

JJ suggests first identifying which key performance indicators matter most to those controlling resources.

Before analyzing anything, you must understand which metrics your audience values.

Data's persuasive power depends on how clearly you contextualize your insights.

For example, outline the hypotheses, budget, timeline, platforms, and personnel for each of your campaigns alongside the measurable marketing results it drove.

Even negative test results have story value, too, when packaged effectively.

Missteps can also open conversations around improvements with both internal and external stakeholders.

Data means little without the right questions and context.