Establishing Responsibility for Analytics with Social Media Marketing

By Jan Zimmerman, Deborah Ng

Chances are good that your business isn’t large enough to field an entire team whose sole responsibility is statistical analysis. Even if you aren’t running an employment agency for statisticians, you can still take a few concrete steps to ensure that the right data is collected, analyzed, and acted on:

  1. Ask your marketing person (is that you?) to take responsibility for defining what needs to be measured based on business objectives.

    Consult with your financial advisor, if necessary.

  2. Have your programmer, web developer, or go‐to IT person select and install the analytics tools that will provide the data you need.

    Make ease of use, flexibility, and customizability important factors in the decision.

  3. If it isn’t part of the analytical package, ask your IT person to set up a one‐page dashboard (a graphical “executive summary” of key data).

    A typical Google Analytics dashboard displays key web statistics.
    A typical Google Analytics dashboard displays key web statistics.

    Try the Google Analytics dashboard, shown here, or the HubSpot dashboard for multiple media. Dashboards display essential results quickly, preferably over easy‐to‐change time frames of your choice.

    A HubSpot page showing the distribution of visits by source.  [Credit: Reproduced with permission o
    Credit: Reproduced with permission of HubSpot, Inc.
    A HubSpot page showing the distribution of visits by source.
  4. Let your marketing, IT, and content management folks work together to finalize the highest priority pages (usually landing pages and pages within your conversion funnels).

    When possible, set up tracking codes for links coming from social marketing pages. IT should test to ensure that the data collection system works and adjust it as needed.

  5. Your marketing person can be responsible for regularly monitoring the results, adjusting marketing campaigns, and reporting to you and other stakeholders.

    Have your IT person validate the data and audit tracking tags at least twice a year — they can easily get out of sync.

  6. Always integrate the results of your social media and online marketing efforts with offline marketing and financial results for a complete picture of what’s happening with your business.

    Compare against your business goals and objectives and modify as needed.

Aggregate all analytics into one place. You’re unlikely to find a premade dashboard that includes everything you need to measure for your specific campaigns. Your programmer may have to export data into Excel, PDF, or email format; save it all in one place; and then build a custom spreadsheet to generate combined reports for your review.