Digital Reporting: When Simple Metrics Impact the Closed/Won Deal
More ideas. More systems, more teams, more integrations. Sometimes the thought of organizing all of the strategies that are supposed to help you increase your ROI seem totally daunting. But what if you could tie everything together and look at only the metrics that really mean something to your business? Data that can actually help you make important decisions?
From the first interaction all the way to the closed/won deal, what if all your digital marketing from the time a potential customer first begins to research your product or service to the time they get to your website…from email to social, could be aggregated all in one place? Hubspot surveyed top companies about how they measured and reported on their digital campaigns. Some said that their agency partner’s handled it for them while others simply said they looked at “Click through Rate” and “Email Open Rate.” Others even scoured through Excel spreadsheets to try to make sense of the data. If it sounds like these ad hoc ways of looking at numbers seem confusing, that’s because they are! Many companies haven’t even accurately measured any data because the reporting can be so confusing. In our experience, we know that CEOs are busy. Not everyone wants detailed spreadsheets, what they really want is a good, accurate snapshot of numbers that really mean something. They want to know how the digital campaign influenced lead generation, and they want it measured it in terms of money spent compared to revenue closed.
It’s no surprise that attribution is harder to measure than it used to be because a buyer’s journey is no longer linear. Today’s modern buyer researches a new-to-them product or service at any time of the day or night on the mobile device of choice.
Not only that, most people hate filling out forms and resent giving away any more information about themselves than they have to. In a benchmark study by the Baymard Institute, researchers found that every single subject surveyed complained about websites that asked for too much personal information. Companies that understand how to make the experience all about their website visitors is the key to increasing all metrics, including click-through-rate and of course conversions.
For those who need an all-in-one solution to create their own campaigns and aggregate all their digital metrics in one place, Hubspot’s integrated platform makes it easy to put all of your digital marketing ROI into perspective. Log in to their simple dashboard at any time to see instant, easily understandable data. It’s kind of like taking all the important metrics from Google Analytics and zeroing in on the ones that are most important to you. Not only that, packaging up those results to report to company leadership is easier than ever. Interested in learning more? Whether you’re just starting out or know exactly what you’re looking for, if you’re in need of a comprehensive digital solution, LaunchDM can help guide you on the right path. Click below to download our FREE Worksheet: What Stage of Digital Marketing Are You In?