Why Data and Analytics are Key for Marketing Effectiveness


Data and analytics tools are constantly innovating, and if you aren't using them to the fullest extent, your marketing will never reach its full potential


As the internet evolves, it's becoming more content-friendly with each new iteration. This is especially true when it comes to the plethora of data and analytics tools at marketers' disposal. The visibility provided by these tools can be tremendously valuable for knowing your customer and enhancing content-marketing initiatives.

No longer are you blindly putting content out there and hoping it will stick. Now you can see which content items are performing well and which ones need tweaking.

From a content marketing perspective, the information provided by data and analytics tools helps to shine a light on the effectiveness of your storytelling efforts. No longer are you blindly putting content out there and hoping it will stick. Now you can see which content items are performing well and which ones need tweaking.


From a buyer's journey perspective, data and analytics tools provide you with the insights to understand why someone came to your site and what services they might need. This information helps you create marketing materials that your audience is looking for, and bolsters your ability to provide value.


From a lead-generation perspective, data and analytics tools can do a lot of the heavy lifting.

From a lead-generation perspective, data and analytics tools can do a lot of the heavy lifting.

From a lead-generation perspective, data and analytics tools can do a lot of the heavy lifting. You create the relevant content, and as potential customers travel through the sales funnel, the tools will create a list of qualified leads that will be of great interest to your sales team.


Of course, Google Analytics is where you need to start with your data and analytics. The service continues to improve, and now it offers cross-device capabilities to better understand the buyer's journey, stating:

  • "Analytics will now help you understand the journey your customers are taking across their devices as they interact with your website, giving you a complete view of the impact of your marketing so you can run smarter campaigns that deliver more tailored experiences to your customers.

  • Analytics will also now help you create smarter audiences based on the actions people take on various devices. That way you can deliver more relevant and useful experiences."

If you need support in devising your marketing strategy and creating content that translates into leads, contact us for more information.


To learn about how content marketing can boost sales, click below: