The Low-Down on Analytics for Content Marketers

AndyCrestodinaUsing data to get insights was a big topic for conversation during Content Marketing World. While data can come from multiple sources, one of the universals is Google Analytics. To help us make sense of what data to collect – and what we should do with the data, Andy Crestodina (@crestodina) joined us for our most recent #CMWorld chat.

Join us for our weekly chats on Tuesdays at 12 ET. Simply follow #CMWorld on Twitter to join the conversation.

 

Q1: In general, what metrics are most important for marketers to be tracking/reporting on in their analytics? #CMWorld

 

A1: The 2 most important numbers are total traffic and conversion rate. These translate directly into leads/customers …& revenue. #cmworld

@crestodina

 

A1: For us, it’s engagement. Is your content being shared? #cmworld

@kenericson

 

@kenericson Great one, Ken. Can you track conversions back to your engagement? If so, how? #CMWorld

@CMIContent

 

@crestodina What if your content is more about customer retention…not just new customers and sales? #cmworld

@tracibrowne

 

A1: Traffic x conversion rate = leads, subscribers, registrants, etc. So those are the 2 most important numbers… #cmworld

@crestodina

 

A1: while conversion rate is super important, if you’re just starting out you may want to focus on traffic at first #cmworld

@Steph_Montreuil

 

Our goal is to build brand advocacy, so it’s important we are “part of the conversation.” #cmworld

@kenericson

 

@tracibrowne If your focus is retention, watch returning visitors, but there are better ways to measure happiness than Analytics! #cmworld

@crestodina

 

@tracibrowne @crestodina think where you are in yr content marketing journey/life of your company are all factors in what to track #cmworld

@Steph_Montreuil

 

A1: Metrics depend on your goals. So I would ask what’s your content’s goal to help the business #cmworld

@amywhiggins

 

@CMIContent A1 It has to end at conversions, then finding the metrics/events/KPIs that best lead to conversions. #cmworld

@njh287

 

@Steph_Montreuil you have to be careful just looking at traffic though, some companies use bots to increase that number #CMWorld

@ifabbo

 

A1 If content objective is focused on customer retention, social engagement also important to track #CMworld

@SFerika

 

@kenericson Analytics isn’t great for social media metrics. It’s best for traffic and conversions, not the depth of a conversation. #cmworld

@crestodina

 

Lead behavior is important-includes engagement, time on site/pages-helps us understand if content is right for the audience #cmworld

@ColleenWeston

 

@ifabbo well yes, I think organic traffic is key. If you buy your traffic, you’re playing the wrong (and very short term) game #cmworld

@Steph_Montreuil

 

Top of funnel: SEO Queries, Middle of funnel: Subscriber conversions, Bottom of funnel: leads… #cmworld

@crestodina

 

Q2: What are some of the biggest mistakes marketers make when it comes to analyzing their website metrics? #CMWorld

 

A2: Set up goals first, or you’re driving with your headlights off! Next, setup filters so your speedometer is accurate… #cmworld

@crestodina

 

@cmicontent If you’re looking at paid advertising, you can’t look at traffic numbers only as some use bots to boost that number #CMWorld

@michelewang22

 

A2: Sadly, too many marketers haven’t finished setting up GA. It only takes a few minutes to create funnels and filters… #cmworld

@crestodina

 

@crestodina Well said Andy. But what if you are addicted to speed? #cmworld

@amywhiggins

 

@crestodina Love A2 analogy. Puts good perspective on what you are really doing with metrics! #cmworld

@ColleenWeston

 

@CMIContent A2: Not focusing on goals that are important to the business and pulling every number and report you can find. #CMWorld

@ifabbo

 

A2: Asking the wrong questions and trying to correlate it your goals and strategy #CMWorld

@lttlewys

 

@CMIContent Marketers get lost in a sea of data. Know what you’re tracking & why. Site should be designed w/ that strategy in mind. #cmworld

@njh287

 

A2: When looking at paid ads, look beyond that one add. Do they become a fan or just a one off? #cmworld

@amywhiggins

 

@njh287 Absolutely! #CMWorld

@CMIContent

 

@crestodina What kind of funnels and filters do you suggest in GA? #cmworld

@michelelinn

 

@ColleenWeston Yes, I love metaphors. Your site is a car, you are the driver, Analytics = dashboard, Strategy = steering wheel 🙂 #cmworld

@crestodina

 

A2 not taking time to fully understand and note context around the data being measured. #CMworld

@SFerika

 

A2 Another common [not huge] mistake is restricting tracking of the company’s IPs. Otherwise, can greatly skew your metrics. #cmworld

@njh287

 

A2 making snap decisions too early…especially in B2B with long sales cycle #cmworld

@tracibrowne

 

Create a goal (funnel) for each conversion: leads, subscribers, job applicants, registrants. Create a filter for your IP address #cmworld

@crestodina

 

A2: It’s so easy to get lost in the data and much harder to determine what’s really important #cmworld

@SueBrady

 

@njh287 @ifabbo great point and couldn’t agree more! #cmworld

@orbiteers

 

@benjbradley @amywhiggins Great, Ben! Join us at #CMWorld – lots more great conversation happening there!

@CMIContent

 

@lttlewys That is a big one. In addition, I think it’s a good idea to prioritize your goals so you know what is most important #cmworld

@michelelinn

 

A2 Ex: not accounting for paid campaigns that bumped up a referral source, anomalies in time on site (someone kept a tab open) #CMworld

@SFerika

 

@crestodina Also good to know your ideal funnel; create personas based on customer types [talk w/ sales], then optimize for each. #cmworld

@njh287

 

@crestodina We consider conversions to be the bottom of the funnel, with leads in the middle? What’s your reasoning? #cmworld

@SueBrady

 

A2: If you haven’t filtered our traffic from your own IP, you’re not seeing accurate data. #onlytakesaminute! #cmworld

@crestodina

 

@kenericson @SueBrady The data becomes easier to find and evaluate once you have a clear direction/goal #cmworld

@amywhiggins

 

@SueBrady Some conversions are in the middle of the funnel, like subscribers and followers. Of course, leads are at the bottom. 🙂 #cmworld

@crestodina

 

@michelelinn I agree, losing site of goals is huge 😉 #CMWorld

@lttlewys

 

@CMIContent @crestodina I would also add in filtering out all IPs from your office to help #cmworld

@amywhiggins

 

Q3: For posts that get the most traffic, what steps should marketers take to get even more bang from them? #cmworld

A3: Rinse and repeat. Look at why it worked and sprinkle that on more content #cmworld

@amywhiggins

 

A3: Find your most popular post and make sure it includes links to other valuable content, even as “related links” at the bottom… #cmworld

@crestodina

 

A3: Also, your content marketing spidey-sense should tell you to write something on a similar topic. #cmworld

@crestodina

 

@CMIContent Get content in the hands of influencers, don’t be afraid to repost/repurpose, consider amplifying w/ ad spend. #cmworld A3

@njh287

 

@lttlewys @tracibrowne this one is so important– dashboards focus on a current quarter’s influence, but if cycle is 9-15 months… #CMworld

@SFerika

 

A3 map out what is similar about those posts ie. content, length, style, platform, etc. then A/B test further #cmworld

@tracibrowne

 

A3: I like to revisit most popular posts that still get traffic to make sure calls to action are current. Also great to update. #cmworld

@michelelinn

 

You can use Analytics to see which of your posts converts the most visitors into newsletter subscribers… http://t.co/hQqGRa56Sn #cmworld

@crestodina

 

@CMIContent make sure they’re fully SEO optimized if they’re not already. #CMWorld

@michelewang22

 

A3 share it directly w/influencers in your network and ask for their feedback #CMworld

@SFerika

 

A3: Our top posts correlate with our sales teams helping to share, so we are investing more in sales understanding social #cmworld

@amywhiggins

 

@michelelinn Ohh, calls to action!! Great reminder and are they clear and easy to follow!! #CMWorld

@lttlewys

 

@michelelinn very true…and good to remember what was old is still new to new customers/visitors #cmworld

@tracibrowne

 

A3: @michelewang22 Yes, optimize the pages that are *almost* ranking high. Find them in Traffic > Search > SEO > Queries #cmworld

@crestodina

 

A3. Look at trends over multiple posts that have done well, and address those trends in future posts #cmworld

@SueBrady

 

Some pages are conversion generators, other are traffic generators. Your Analytics will tell you which is which… #cmworld

@crestodina

 

@tracibrowne @michelelinn excellent point. Even though it’s not new to you. It may be to your readers! #cmworld

@orbiteers

 

@michelelinn and this tweet totally made me add an item to my To Do list for the day… 😉 #CMworld

@SFerika

 

@crestodina Is there an easy how-to for creating advanced segments to view Visitor Flow based on landing page/method of arrival? #cmworld

@njh287

 

@lttlewys @crestodina Love “spidey sense.” Also good info ideas for creating series. Use what has worked and build from there #cmworld

@michelelinn

 

@njh287 I don’t think you need advanced segments to do that. Just check the visitor flow report… #cmworld

@crestodina

 

@crestodina Plus look at where the conversations are happening – Twitter, LI, FB, G+, on the post or even in groups #cmworld

@amywhiggins

 

A3 reader/sharer comments on the content can also be great idea sparks for your next pieces of #content #CMworld

@SFerika

 

@orbiteers And good to note content that drives a higher than average % of new users and converting [or event completing] users. #cmworld

@njh287

 

@sferika Thanks! I love the little bits of inspiration I learn from these and can immediately apply. You offer these a lot #cmworld

@michelelinn

 

@amywhiggins @crestodina Conversations are huge, especially in groups 😉 #CMWorld

@lttlewys

Q4: What is an analytics tip most content marketers could benefit from? #CMWorld

 

A4: Ultimately, people aren’t numbers. Use data for decisions, but quickly shift from quantity to quality. Interact with visitors! #cmworld

@crestodina

 

@lttlewys @crestodina Our content has a ton of conversations in G+ and LI groups #cmworld

@amywhiggins

 

@crestodina But that allows for a lot of helpful segmentation – geo, by new vs. returning, etc. and knowing steps users take helps. #cmworld

@njh287

 

Curious…has anyone ever created a “content advisory board” with customers, thought leaders, writers? seems like it might work #cmworld

@tracibrowne

 

@njh287 @crestodina you can find that at Content > Page > Navigation Summary #cmworld

@orbiteers

 

A4: I love pretty charts and fancy reports, but it’s the people behind the stats who really matter… #cmworld

@crestodina

 

@tracibrowne I’m trying to do that. @Kapost recommended it. I have diff. advisors depending on the topic #cmworld

@amywhiggins

 

@tracibrowne Great question! In this age where ppl like to talk and give opinions, might not be as hard as we think? #cmworld

@CMIContent

 

@CMIContent not to mention they love for their opinions to be valued #cmworld

@tracibrowne

 

@tracibrowne Not so much a formal board, but certainly within communities, generally we gather on a hangout an talk it out! #CMWorld

@lttlewys

 

@tracibrowne @CMIContent When you do publish something they helped spark, make sure to give them the heads up 🙂 #cmworld

@amywhiggins

 

A4 Can’t just track and hope you achieve conversions/goals. Site should be designed to lead users to desired action [conversion]. #cmworld

@njh287

 

A4: Pick a metric and get addicted to it. Use Analytics to stay motivated! Visibility = Accountability #cmworld

@crestodina

 

@tracibrowne I am starting to do this more based on specific topics. It’s a great idea to get outside perspectives #cmworld

@michelelinn

 

@amywhiggins I alwys, neglect my Li groups but yes, great convos over there and FB groups!! #CMWorld

@lttlewys

 

@crestodina agree! use the data to inform your conversations w/customers, not in place of them #CMworld

@SFerika

 

My challenge is explaining the data in a way that makes sense for a client & more imp why do we think it has value..suggestions? #cmworld

@ColleenWeston

 

@amywhiggins @tracibrowne Absolutely! Not only for the thanks, but for the relationship building. #CMWorld

@CMIContent

 

@CMIContent @tracibrowne It’s all about the relationships, not the metrics in the end #cmworld

@amywhiggins

 

@amywhiggins That is such an easy thing to do, but it’s also often overlooked. A little bit of time for a possibly big benefit #cmworld

@michelelinn

 

@lttlewys I’m curious to try something formal. We do this for so many other things why not our content #cmworld

@tracibrowne

 

How many of you check Analytics on your phones? Curious… #cmworld

@crestodina

 

@ColleenWeston use normal speak when explaining data, less CPE, CTA and such #cmworld

@amywhiggins

 

@crestodina I do on my personal blog. Hard to check omniture on mobile #cmworld

@amywhiggins

 

A4 Knowing what devices people are using when connecting with your content is very important #cmworld

@tracibrowne

 

@amywhiggins @amywhiggins Yes, I’m a big fan of English. Many of our clients have never heard the phrase “conversion” #cmworld

@crestodina

 

@ColleenWeston More visual, the better. Even screen shots from GA can help. And SPEAK IN BIZ TERMS, how this leads to customers. #cmworld

@njh287

 

@cmicontent A4: analytics tip: Set up a content dashboard in GA. Or borrow one. Like this one: https://t.co/vxGTiqeKU8 #CMWorld @crestodina

@manamica

 

@CMIContent A4: Set up Goals and check behavior flow to see how users are engaging with your content #cmworld

@Koozai_James

 

A4: Content Creators might like these for guidance on content optimization: Inbound Writer, ScribeContent #CMWorld

@2011chrissei

Q4[ @cmicontent Create specific goals aligned w/ biz objectives & measure them. Think lead gen & sales #cmworld

@heidicohen

Q5: When it comes to optimization based on analytics, where do marketers have the biggest opportunity? #CMWorld

 

Hi #cmworld folk! Just popping in as it’s almost the commute home. A4: Knowing how long someone spends looking at your content is key

@Koozai_Cat

 

@tracibrowne what are you thinking? It’s been done, I kno @Listly does some of that with lists, #crowdsourcing that sort of thing #CMWorld

@lttlewys

 

@Koozai_Cat Hi Cat! Glad you could pop in! Yes – time on site/pgs is important, we’re studying that now on ours! #CMWorld

@CMIContent

 

We have access to hundreds of accounts, and most websites have 20-30% mobile users now. Wow… #cmworld

@crestodina

 

Time on site is an important metric to us, as our content site http://t.co/H6bJYNNqEF, focuses on a very niche audience. #cmworld

@kenericson

 

@amywhiggins Yes! If I had a nickel for every ‘suit’ that nodded confusingly when hearing about CTA & conversions, well…#cmworld

@njh287

 

@crestodina I usually use my iPad or laptop for analytics, but not my phone. No idea why . . . #cmworld

@michelelinn

 

@CMIContent Enjoyed the graphic notes from #CMWorld offered on SlideShare. Very cool. Also an interesting content format …

@AudioStory

 

A5: The Traffic Sources > Search > SEO > Queries report is a GOLD MINE if you’ve never checked it… #cmworld

@crestodina

 

@njh287 Sometimes I see that visual presentations can further confuse clients or scare them #cmworld

@ColleenWeston

@CMIContent Great stuff. You may get a lot of views, but if they aren’t engaged, then the views mean nothing #CMWorld

@Koozai_Cat

 

@lttlewys I used them for my events to help design the experience and content. Volunteers sat on official advisory board #cmworld

@tracibrowne

 

A5: (pt 2) Sort by average position, then tweaks posts that rank 11+ (high on page two) Make sure that keyphrase is in the title. #cmworld

@crestodina

 

@amywhiggins @colleenweston: This is an old post, but it’s about explaining analytics in simple terms: http://t.co/AEj7N64XTl #cmworld

@michelelinn

 

I have never seen a website/Analytics account that wasn’t almost ranking high for many phrases. #lowhangingfruit #cmworld

@crestodina

 

@2011chrissei Also look at @CopyBlogger @TopRank for advice #cmworld

@amywhiggins

 

@CMIContent @crestodina @michelelinn @cmcphillips hasn’t Google hurt that with their encryption on all searches? #cmworld

@ColleenWeston

 

W00t! Jumping into #CMWorld chat w/ @Crestodina! Please excuse extra tweets

@heidicohen

 

@CMIContent Agreed, re: mobile-friendly. Also opportunity viewing exit/landing pages of users [esp new + converts] #cmworld

@njh287

 

@heidicohen Heidi! Good to see you. We need to schedule something. 🙂 #cmworld

@crestodina

 

@CMIContent Also, marketers can drill down ISPs over time and often reveal names of businesses on the site [and how they browsed] #cmworld

@njh287

 

A5: If your Analytics is connected to Webmaster Tools, it will show what phrases you rank for and how high. Super valuable info… #cmworld

@crestodina

@ColleenWeston Visuals get attention, at least, and are more memorable than a bunch of text and jargon-filled slides. #cmworld

@njh287

 

A5 I always find it interesting to see what phrases people searched on and ended up on site…really??? #cmworld

@tracibrowne

 

@crestodina Then there’s everyone’s favorite query – (undefined)! #cmworld

@njh287

 

Sadly, Analytics is showing less and less keyword data… #cmworld

@crestodina

 

@crestodina We use Omniture not GA. Have any advice to help there? #cmworld

@amywhiggins

 

@njh287 @ColleenWeston And visuals make trends easier to identify #cmworld

@SueBrady

 

@crestodina How long was the initial analytics set up in order to have such a streamlined process? #CMWorld

@CMIContent

 

Q6: What should marketers be doing with all of this data we’re collecting? #CMWorld

 

Here’s a great comparison of PC/Smartphone/tablet usage from @comScore #mobile #cmworld http://t.co/RDffSL2Xfw

@heidicohen

 

@tracibrowne I’ve heard that something like 20% of all searches in Google have never been searched for before. #cmworld

@crestodina

 

@tracibrowne Do you then create content around that search phrase? #cmworld

@amywhiggins

 

@amywhiggins Yes! Or optimize for the phrase that it’s already ranking for… #cmworld

@crestodina

 

@amywhiggins Interestingly I’ve edited out some of those phrases because it was irrelevant traffic #cmworld

@tracibrowne

 

A6: Tweaking their content based on the data. See what works and why #cmworld

@amywhiggins

 

You can get a glimpse into what people AREN’T finding on your site with the Site Search report, Queries report and top exit pages. #cmworld

@crestodina

 

A6: what they shouldn’t be doing is bugging people with promotions that aren’t relevant! #cmworld

@annasternoff

 

@crestodina In your opinion, how do you balance weight of SEO [queries leads are doing] v. GA keywords [site visitors using]? #cmworld

@njh287

 

A6. Look for trends to figure out where you can improve #cmworld

@SueBrady

 

@CMIContent Great opportunity to do A/B tests to increase leads and conversions #CMWorld

@michelewang22

 

@tracibrowne Really? I’ve never tried that. How did it help? #cmworld

@amywhiggins

 

@crestodina Do you have any other recommendations where we can get good keyword data? #cmworld

@michelelinn

 

@SFerika @heidicohen Here is my monster list of questions that can inspire content… http://t.co/Ul6pFqvy16 #CMWorld

@crestodina

 

@CMIContent A6: Planning and reporting. Knowing what has worked and why it’s worked is so important! #cmworld

@Koozai_James

 

A6 use it to plan your editorial calendar, and ID where you need more resources for your content team #CMworld

@SFerika

 

#cmworld, I just shared a GA dashboard template which you can apply to your account to track kpis. Just click &save: https://t.co/vxGTiqeKU8

@manamica

 

A6: Analytics is a decision support tool. Not just a scoreboard …sadly, a lot of marketers don’t use it for real analysis. #cmworld

@crestodina

 

@michelelinn WordTracker, Keyword Spy, Spyfu, and of course Google Keyword Tool [Bing has a decent one too]. #cmworld

@njh287

 

@crestodina Understand that difficult to attribute all relevant metrics to a specific sale. Often last medium touched. #cmworld

@heidicohen

 

A6: evaluate performance vs. marketing goals, fill in the gaps where you’re not getting the message out! #CMWorld

@WhatRunsWhere

 

@manamica Excellent! Thanks for sharing! #CMWorld

@CMIContent

 

@crestodina @SFerika @heidicohen Great list! Here’s mine to help find inspiration http://t.co/SL9TqeYDWZ #cmworld

@amywhiggins

 

@njh287 The Google Keyword tool is gone now. Use the Keyword Planner… 🙁 #cmworld

@crestodina

 

A6 Any presentation of analytics should end with conclusions and recommendations based on key findings & stated KPIs/objectives. #cmworld

@njh287

 

@colleenweston If you’re having trouble explaining the data, you need to SIMPLIFY it. Track metrics that achieve specific goals #cmworld

@heidicohen

 

A6: 1. refine it down to what matters, 2. build new hypothesis, 3: determine what works and what doesn’t; 4 do more of what works. #cmworld

@manamica

 

Clicking this link will add an amazing SEO report to your Analytics –> https://t.co/tDKyyeGbSF Thanks, @AnnieCushing! #cmworld

@crestodina

 

@dayngr Glad you made, some fab info goin round!! #CMWorld

@lttlewys

 

friendliness of the keyword tool. #cmworld

@njh287

 

A6: Insights beat vanity! 🙂 #cmworld

@crestodina

 

@cmicontent I have 4 or 5 more of those shareable GA dashboards, for social media and seo. So any time 🙂 #cmworld

@manamica

 

@crestodina Right, still works w/ Keyword Planner. Though I do miss the user-

 

@crestodina @heidicohen excellent content idea generation fodder — thanks for sharing it! #CMworld

@SFerika

Q7: How often should people be viewing and collecting analytic data? How much time should we invest each month? #CMWorld

 

A7: Check daily during email campaigns, weekly for social media insights and monthly for search optimization. Sound right? #cmworld

@crestodina

 

@colleenweston 44% of marketers say lead gen is most important goal & 49% measure leads IMN via http://t.co/GiRhpn4tNr #cmworld

@heidicohen

 

@crestodina Sounds right! Sometimes we overanalyze and second guess! Logic rules in this case. #CMWorld

@CMIContent

 

A7: Use Analytics anytime you’re making a big decision about your site or your content… #cmworld

@crestodina

 

@CMIContent Depends on biz cycle, campaigns, etc. Daily checks can be quick; also checking GA’s alerts on unusual # changes is good #cmworld

@njh287

 

@crestodina: I like the way you break down when to check. Otherwise it can depend on my mood #cmworld

@michelelinn

 

@amywhiggins the more I learn about how to use analytics the more I find myself fixing past mistakes 😉 #cmworld

@tracibrowne

 

@michelelinn @crestodina I set up time to check analytics. Like social is always Monday AM #cmworld

@amywhiggins

 

Honestly I check Analytics on my phone several times per day. But only for a second or two. I’m addicted to a few specific stats… #cmworld

@crestodina

 

Call-to-action focuses your readers ->http://t.co/uiqqK51tRN @njh287 @amywhiggins #cmworld

@heidicohen

 

@crestodina love the list of questions to inspire content. Thanks for sharing #cmworld

@Steph_Montreuil

 

A7: We check at the end of each week to update our goals for following week, and more when needed! #CMWorld

@WhatRunsWhere

 

@michelelinn Lol!! Yup, That’s me, too… unless it’s in my calendar, otherwise complete whimsy!! #CMWorld

@lttlewys

 

@tracibrowne @amywhiggins But the fact that you’re using your analytics is something, and you’re likely ahead of most. #CMWorld

@CMIContent

 

@tracibrowne If only dating could be so easy 🙂 #cmworld

@amywhiggins

 

A7: Use analytics anytime you have a question that needs answered. For some it could be 10 times a day, once a month, etc… #cmworld

@orbiteers

 

@amywhiggins Now there’s a business/tool just begging to be invented! #cmworld

@tracibrowne

 

As a scoreboard, it’s a motivator, but potentially a time waster. Focus on using it to test hypothesis and answer questions… #cmworld

@crestodina

 

Content Marketing World 2013’s B2B Greatest Hits http://t.co/dtN2cUZw91 #CMWorld #B2B blog post from @_ANNUITAS

@jstewart_1

 

A7 I worked w/a demand gen leader who checked analytics throughout the day. In a #B2B environment, that’s serious overkill #CMworld

@SFerika

 

@manamica Thanks — These are interesting dashboards, and I look forward to digging in. Would love to see others. DM me? #cmworld

@michelelinn

 

@crestodina Which stats are you addicted to? #cmworld

@SueBrady

 

@amywhiggins @tracibrowne ha!! 🙂 #iwish #cmworld

@Steph_Montreuil

 

Don’t believe everything you read. Here’s a list of 21 ways that Analytics is inaccurate… http://t.co/uOmtuhDjbH #cmworld

@crestodina

 

A7 Whenever you’re procrastinating on what you really should be doing? #cmworld

@tracibrowne

Q8: How can marketers avoid analysis paralysis when it comes to analytics? #CMWorld

 

@SFerika Wow – that’s like weighing yourself 5x day. When would there be time to execute learnings? #CMWorld

@CMIContent

 

Wise words – “Not all insights are actionable. Not all data is insightful.” #cmworld

@njh287

 

@CMIContent A7 debate on analytics vs substance. Easy to get caught up in basic numbers (follows. RTs etc), w/o metrics on depth #cmworld

@annasternoff

 

@lttlewys Ha! Glad I’m not the only one. We track metrics monthly, but I often go in more. Sometimes every day, othertimes every wk #cmworld

@michelelinn

 

A8: Hire a sales/marketing operations gent/lady. Seriously, it’s worth it… @CMIContent #cmworld

@annetown

 

A8: Avoid just browsing through your stats. It’s a time suck! Ask a question then go find the answer. Don’t just swim in the ocean. #cmworld

@crestodina

 

MT @manamica: #cmworld, I just shared a GA dashboard template which you can apply to your account to track kpis. http://google.com/analytics/web/

@SFerika

 

* Jotting note to schedule @crestodina in a few months for #CMWorld twitter chat follow up on our progress!

@CMIContent

 

A8: Analytics is decision support software. If you’re just browsing through stats, you’re not likely to learn as much… #cmworld

@crestodina

 

@michelelinn Same over here.. then there is that one acct, I check a freakishly number of times…. #GeekGirl #CMWorld

@lttlewys

 

@CMIContent A8: spend equal time tracking numbers as you do qualified numbers. Are you getting the right visitors/followers/etc? #CmWorld

@annasternoff

 

A8 I worked for an org that was so hung up on numbers they ignored what their customers were actually saying #cmworld

@tracibrowne

 

Be interesting first. Check metrics second,. #cmworld

@kenericson

 

Love you guys, but gotta hop off for a call. Can’t wait to make some actionable changes from this chat 🙂 #cmworld

@amywhiggins

 

A8 Good to establish KPIs when setting up site/campaign/analytics so you KNOW what you’re tracking & why, when monitoring. #cmworld

@njh287

 

@Crestodina Here’s my content marketing inspiration: http://t.co/rO8aomELIs #cmworld #contentmarketing

@heidicohen

 

Q9: How quickly should marketers act on the data they collect? How do you know if it an anomaly or a trend? #CMWorld

 

@heidicohen What a great list, Heidi. Charts? That’s smart… #cmworld

@crestodina

 

I’ve seen that too MT @tracibrowne: I worked for an org that was so hung up on numbers they ignored what customers were saying #cmworld

@SFerika

 

@njh287 Agreed >> I am a big fan of tracking KPIs monthly. It’s nice to have specific goals in mind as well as metrics to track #cmworld

@michelelinn

 

^this MT @njh287: Establish KPIs when setting up site/campaign/analytics so you KNOW what you’re tracking & why, when monitoring. #cmworld

@SFerika

 

Q9: In most cases, act right away. Act now! Why not? But be careful not to make big changes based on seasonal trends/anomalies… #cmworld

@crestodina

 

@njh287 @crestodina How often, if at all, would you suggest modifying KPIs? As you dive into insights, could these change? #CMWorld

@CMIContent

 

@manamica that made me giggle 😉 @crestodina #cmworld

@Steph_Montreuil

 

Q9: If I find an opportunity to make an SEO tweak and rank higher/win traffic, I do it within minutes… #cmworld

@crestodina

 

More important=> Don’t just keep checking stats! Go create more content cc @lttlewys @michelelinn @crestodina A8 #cmworld

@heidicohen

 

A9. If we see something work well, we can try something in a similar vein to see if it is well received again #cmworld

@michelelinn

 

A9. I support acting quickly. Analysis paralysis can kick in and the oppy is lost. #cmworld

@SueBrady

 

Q9: If I find a page that isn’t performing, I’ll take it slow, consider a rewrite, re-labeling, new call-to-action, etc… #cmworld

@crestodina

 

@michelewang22 Yes! Every Tuesday at 12p Eastern. So glad you’re here! Visit http://t.co/OXpwExTcfv for more info on us. 🙂 #CMWorld

@CMIContent

 

@crestodina Q9 When checking analytics, make sure you check versus past period as well as same period last year. #cmworld

@heidicohen

 

A9 I say wait long enough to understand why you might be getting that data? Other factors might be involved #cmworld

@tracibrowne

 

@CMIContent Don’t overreact to short-term aberrations, but don’t ignore them. If important KPI, figure out the WHY, then react. #cmworld

@njh287

 

Some players stare at the scoreboard and forget the game. Others play without knowing if they’re winning. #Analytics #cmworld

@crestodina

 

@crestodina Charts are a good source of content BUT add value by explaining the data #cmworld

@heidicohen

 

@crestodina Absolutely right. You need a good balance of analysis and “doing” #cmworld

@michelelinn

 

Southwest Airlines #SocialMedia – Strategic Lessons http://t.co/9G2P1MvYCa #CMWorld #strategy via @Brianzooming

@MaxYourSocial

 

MT @heidicohen @michelelinn @njh287 Not all insights are actionable. Not all data is insightful. #cmworld >>One to paste on top of the KPIs!

@jenpicard

 

I love these weekly support group meetings for content addicts! You guys really “get” me! #cmworld

@ColleenWeston

 

Agree MT @crestodina Q9 If a page isn’t performing, I’ll take it slow, consider a rewrite, re-labeling, new call-to-action, etc #cmworld

@heidicohen

 

@crestodina What kind of quick tweaks do you consider? Anything you can suggest we look for? #cmworld

@michelelinn

 

@heidicohen Charts are motivators. Pretty charts change behavior. Example: email marketing programs… #cmworld

@crestodina

 

A9 Agree on importance of using a historical comparison view when assessing your analytics #CMworld

@SFerika

 

@heidicohen I think it also depends who you are providing the data for. What does that person want? Graphics? Numbers? Trends? #cmworld

@michelelinn

 

@michelelinn Make sure the target keyphrase is in the beginning of the title tag. More info here… http://t.co/hQqGRa56Sn #cmworld

@crestodina

 

Great content chat. Nothing like immediate actionable tips to start the week! #cmworld

@SueBrady

 

The nicer the charts in your email system, the harder you try to improve the numbers. <– totally untested theory. #cmworld

@crestodina

 

Q10: Who in the organization should be responsible for deciding which data to collect? Who typically collects it? #CMWorld

 

A10 Not decision power but definitely get UR CFO involved…his/her take on what may be important but help him/her understand too #cmworld

@tracibrowne

 

@SueBrady Now how do we pick the tip to start with? 🙂 #CMWorld

@CMIContent

 

A10 usually have had Marketing Operations team collect the data/create dashboard, Marketing leadership team decided what to collect #CMworld

@SFerika

 

thanks for the chat – I mostly lurked, but took a lot of actionable advice away #cmworld

@Steph_Montreuil

 

A10: Analytics are for marketers, not IT. The dashboard is for the person driving the car… #cmworld

@crestodina

 

A10 re: CFO…always good to have the person with the money as your advocate #cmworld

@tracibrowne

 

A10: If it’s a big team, have each member dig in and bring insights/questions to the meeting. #cmworld

@crestodina

 

@crestodina Don’t underestimate value of a great headline http://t.co/oZR8L9FbKJ 80% of viewers don’t read further. #cmworld

@heidicohen

 

@SueBrady @CMIContent I got tons of reading to do after this chat, lots of great articles were shared! #CMWorld

@michelewang22

 

Did we miss your question in today’s chat? Email Cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

@tracibrowne If the CFO likes certain metrics, you can have them automatically emailed on a regular schedule. Yes, keep them happy! #cmworld

@crestodina

 

@tracibrowne Also important to hep explain what YOU find important as well; CFO may convert some thoughts/have new understanding . #CMWorld

@CMIContent

 

@CMIContent plus no one ever talks to them…they always eat lunch alone 😉 #cmworld

@tracibrowne

 

@Steph_Montreuil I think there was lots of tweet favoriting and note taking going on for this one! @crestodina #CMWorld

@CMIContent

 

@michelelinn Agree but most people need to have data explained in bite size form. #cmworld

@heidicohen

 

@sferika @michelelinn @Steph_Montreuil Thanks for the #CMWorld chat today, great info!! Goin to go check my stats now 😉

@lttlewys

 

Thanks, @CMIcontent and everyone who joined today! Tweet me with questions anytime. …I’m going to check my Analytics. 🙂 #cmworld

@crestodina

 

@crestodina @CMIcontent thank you both…this is definitely a chat I’ll have to review for what I missed #cmworld

@tracibrowne

 

@cmicontent @crestodina Thanks for the great chat and all the info!! Goin to go change some things now 😉 #CMWorld

@lttlewys

 

Join us every Tues here at noon ET for #CMWorld chats! Next week we’re with @lttlewys re: #contentmarketing & community management!

@CMIContent

 

@lttlewys Ha! I am having the same desire to check my stats and read some more from @crestodina #cmworld

@michelelinn

 

More info on today’s #CMWorld chat guest @crestodina and @orbiteers: http://t.co/jszvCopCRL

@CMIContent

 

@lttlewys @michelelinn @Steph_Montreuil I am definitely spending the next hour optimizing my GA dashboards… 🙂 #CMworld

@SFerika

 

@lttlewys: I am looking forward to next week’s #cmworld chat with you about #contentmarketing & community management!

@michelelinn

 

@crestodina Thank you so much! So much information to take back. SO grateful for your time/insights! May need advance #CMWorld chat in Jan?

@cmcphillips

 

Can’t wait! MT @cmicontent: Join us Tues at noon ET for #CMWorld chats! Next wk w/@lttlewys re: #contentmarketing & community management!

@SFerika

 

@CMIContent @MicheleLinn Most shared info from my #CMworld preso was data! Content Marketing 80% distribution /20% creation Rule

@heidicohen

 

@orbiteers Thanks so much for the team support today! We appreciate it so much! #CMWorld

@CMIContent

 

@crestodina: Thanks for the great insights and soundbytes! Lots of tweets favorited in this week’s #cmworld chat

@michelelinn

 

@michelelinn *blush* Thank you!! @crestodina is a tough act to follow!! I am really excited, tho!! #CMWorld

@lttlewys



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