The analytics team supports the entire marketing department and naturally receives a wide range of questions on a weekly basis. Has this happened to you? It can quickly become overwhelming and derail project deadlines. However, by having the right data readily available you will always have the resources necessary to provide your marketing team crucial and reliable answers for their most common questions.
Here are 6 questions the analytics team gets asked on a weekly basis and what it takes to provide prompt and accurate answers.
1. Can you pull a report for me?
Ad hoc report requests are one of the faster ways to derail the analytics team’s routine. These requests typically get prioritized over other projects and can be a huge time suck.
The best way to mitigate the time spent on ad hoc report requests is to ensure that your data is accessible, clean, and reliable. You can spend less of your day on these types of requests when your data is easy to get at, doesn’t require hours of massaging, and comes from all of the right sources. you can spend less of your day on these types of requests.
2. Can you update this report?
The perfect marketing report is one that can be created, shared, and then forgotten by the analytics team. Well maybe not completely forgotten, but certainly not manually updated on any kind of recurring basis.
Reports that require constant, manually updates should be avoided at all costs by using reporting tools like Tableau and Salesforce, which can automatically update themselves with the latest data. Further automate your report updates by ensuring your data sources provide a robust API to push live data directly to your reports. Reporting tools like these also prevent the need to constantly send updated versions: they are accessible via cloud reporting portals.
3. Are we getting credit for the leads, opportunities, and revenue we generate?
Ideally, your marketing generates more leads than the sales team knows what to do with and you can prove the resulting opportunities and revenue. Accurate attribution is critical to ensure your marketing team gets credit for every lead generated. Without rock-solid attribution, you can’t accurately prove campaign ROI or marketing’s impact on your company’s bottom line.
This level of attribution requires the ability to track every inbound lead back to the source that drove it. Most marketers only track web leads, but this results in missed or misattributed leads. Many analytics teams don’t think you can capture and analyze call data, but only when you have call attribution data to supplement your website data can you confidently account for and attribute every lead.
4. What’s going on with our conversion rates?
The analytics team keeps tabs on a wide variety of conversions to support the optimization and measurement efforts for the entire marketing team. Conversions are critical in determining the success or failure of your email campaigns, paid search ads, landing pages, A/B tests, and all other optimization efforts. If your marketing technology stack only supports online conversion tracking, you’re likely providing inaccurate data for your team’s optimization efforts.
Call attribution software enables you to include call conversions in tools like Optimizely A/B test results, Google Adwords data, and Marin Software’s automated bidding. Complete conversion data allows your marketing team to more accurately optimize all of their campaigns.
5. How can we prove that we influenced an opportunity?
Opportunity influence is a notoriously difficult metric for marketers, but it’s also one of the most valuable. Determining which campaigns influenced a won opportunity and assigning the appropriate credit to the campaign requires accurate tracking for all customer engagements. The most popular way to track campaign engagements is with the Salesforce Campaign object.
However, campaign enrollment driven solely by online activity leaves a big blind spot for marketers. To avoid this blind spot, the analytics team needs to also track offline engagements (like phone calls) and automatically enroll the prospect in the appropriate campaign. This is accomplished by integrating call attribution software with Salesforce. When you get this level of campaign engagement tracking, your analytics team can confidently determine opportunity influence.
6. What’s the ROI for this campaign?
ROI is the king of marketing metrics and what your CMO cares about the most. For the analytics team to provide definitive campaign ROI, revenue needs to be accurately attributed to the marketing campaign that drove it. Without accurate revenue attribution, your ROI will suffer. It’s lowered and misrepresents marketing’s true impact on the bottom line.
Analytics teams need to track online and offline customer engagements and associate every engagement with their resulting revenue. With revenue accurately attributed to your marketing campaigns, you can be sure that you’re providing your CMO with campaign ROI they can rely on.
Without call attribution data, your analytics team cannot provide the reliable data insights needed to optimize your marketing efforts and justify your budget. To discover more of the benefits that call attribution provides to the analytics team, download The Digital Marketer’s Guide to Call Attribution today.