Explore this guide on marketing analytics, measurements, and ROI to strengthen your business.



Throughout this guidebook, you will have learned about the fundamentals of branding, target customers, content marketing, and using CRM tools. But there will have been a few familiar phrases that we used throughout our steps: data and analytics. Whether you’re a fresh-faced junior marketer or a professional associate, you will have to handle data and analytics at some point. That’s why, in this blog, we want to provide you with some helpful tips and tools to make understanding and utilising marketing analytics easier.


Marketing analytics is the driving force of every campaign, strategy and company. It reflects how successful your marketing is and where to implement improvements. We have covered how data collected about your customers and their experiences is priceless when it comes to adjusting site navigation and customer journey. We have also discussed how you can set up CRM systems to process communications and implement changes. But this is just the tip of the iceberg. All data and analytics translate to feedback about you and your company. So it’s important to consistently conduct iterative reviews of your techniques and services.


Tracking and recording your data will allow you to measure the effectiveness of your techniques and services. These measurements can provide a cross-comparison to pinpoint where strengths lie within your marketing efforts. This way, you can monitor how great your return on investment is in specific areas. It can also reveal whether you should broaden your marketing approach to yield greater results in other marketing areas. Every company is unique, which means that some digital analytic tools will work better for some than others. By following the strategic process that we have outlined in our guidebook, we hope that you will feel more confident in choosing a digital tool that’s right for you.


Digital tools are always available to provide a structured framework to test various marketing channels. Here are some of the free, paid and wider reaching tools to consider for recording and calculating marketing analytics:

  • Google Analytics – track visitors from different marketing channels
  • Google Tag Manager – track in-page elements users click, such as buttons and links
  • Google Search Console – track how Google sees your natural SEO listings and website health
  • Google My Business – promote and track local search
  • Google Adwords – use paid adverts or their free tools like keyword analysis to find potential market value
  • Trustpilot – allows you to garner reviews for free
  • SemRush – identify brand sentiment, automate social posts, and competitor analysis in search engines. You can track your website listings in Google in the UK and worldwide


In conclusion:

These steps cover all of the key aspects that your business needs to excel in the digital world. Understanding your approach from the very beginning allows you to choose the right marketing channels to make your business more agile, free up time for you to maintain your service and quality standards, and help you to make the best decisions to move your marketing goals forward. Avoid making too many changes too late in the game and, instead, build the best foundation for your business to thrive from.



Book a free consultancy with Intelligent Targeting:



    We offer services that can do this strategising for you. Intelligent Targeting employs this methodology so that you know where you’re going and focuses on how you’re going to get there. Intelligent targeting provides solutions for how to achieve revenue, appointments, and leads that will sustain you throughout 2022 with the most successful platform for growth.

    Our consultancy will see where your business is in relation to your competitors, demystify technical language, and help you feel comfortable with all things digital. From here, we can create real value into your business by monetising your products and services online.

    You’ll find out how your business and your website can progress, all whilst building an asset that you can monetise and sell to generate income for your business. We have a simple methodology that is easy to follow and will help boost the confidence of your processes, team, and operation so that you can invest and generate the outcome you require. We aim to give you long lasting tools and upskill your staff so that they can operate comfortably and confidently online.



    Resources & extra reading:

    Customer Experience – build a customer experience model

    Balance scorecard – review how qualitative feedback can be used with quantative data from sales to inventory in order to create a balanced view of how your business is operating across every department.

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    Written by Tula Wild

    Digital Marketing Manager with e-blueprint digital.


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