6 Tips for Interpreting Content Marketing KPIs
5. Looks for Inconsistencies
This is one of the great overlooked ways of really wringing value from your analytics reviews. Does the session duration for mobile visitors lag behind session duration for desktop visitors? That could be an issue with your mobile site, and one worth exploring. (In this example, we would expect mobile sessions to be shorter than desktop for most sites, so the discrepancy isn’t in itself an issue. The size of the discrepancy is important, as is how it is trending.)
6. Take the Broad View
I haven’t spoken much about business metrics above and frankly they can be a bit more difficult to evaluate. They require an entirely different level of interpretation – and a much broader view.
For starters, you’ll want to look at your digital metrics in comparison to broader metrics.
- Lead volume – digital vs. traditional
- Lead quality – digital vs. traditional
- Closing efficiency
- Return on investment
The last of these requires that you track the investment you’re making over time. Ideally, you’ll also be able to view that investment in relation to both process metrics and outcomes metrics. Their relation to one another will help you determine whether your operation is growing more efficient and effective over time.
Ultimately, that’s the measure that matters most and the one all of your other metrics should be pointing toward.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")