Knowing which data metrics to pay attention to in order to understand which marketing efforts are working can stump even the most savvy of business owners. Are quantitative metrics like high visitor or session counts most important, or do qualitative metrics, like what pages people enter the site on and where they spend the most time, matter more? Well, the answer is both.
Quantitative metrics are always an important pulse check on how the business is doing overall. It’s a way to identify any red flags, and determine if there should be a strategy shift to drive more traffic and engagement to the site. It is also important for comparative measures and understanding the growth of a businesss over time. While specific strategies may shift based on business needs over time, these quantitative baselines give you a way to measure moment-in-time efforts, as well as month-over-month and year-over-year comparison analysis of the health of your business.
Qualitative metrics, on the other hand, provide a narrower view and analysis of specific marketing efforts. If you're using a pay-per-click campaign to drive traffic to a landing page then qualitative metrics such as traffic, time on page, and bounce rate, will all help to determine if your landing page is resonating and leading to conversions.
Regardless of your business goals, a thorough analysis of both quantitative and qualitative data will lead to successful marketing efforts. It's all about applying the right data to the appropriate question. At Addison Clark, analyzing data metrics is kind of our thing. If your business is in need of analytics or strategy consulting, contact us today. We're here to help!