Use Google Analytics to measure marketing campaign success
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Published on May 14, 2015
Advertisers and marketers are seeking more immediate feedback on campaigns they undertake, and thanks to analytics services such as Google Analytics, they are able to get results nearly in real time. Previously advertisers and marketing professionals waited until they could conduct research following the release of a direct-mail campaign, or after an advertising campaign was well underway. Now this information can be collected the moment a campaign gets underway, and Google Analytics and other similar services can collect and report data immediately. This immediate access to valuable marketing information drives interest in Google Analytics training classes for groups and individuals.
This shift is enabled by modern web analytics technology, and it is driven by advertisers and marketing professionals wanting to focus on accountability and measurability. The push to quantify results creates an even greater interest in Google Analytics classes. Recently the consumer goods company P&G indicated they are seeking to reduce their overall marketing budget by close to $500 million from their $9 billion budget. They will almost certainly base their decisions upon the effectiveness of campaigns, many of which will be measured through analytics services such as Google Analytics.
Earlier this year, Boston-based agency Hill Holiday introduced a real-time analytics tool that tracks social media campaigns as they are happening, in real-time. It does more than measure the reach of a campaign, but also gathers information about whether a campaign was successful, and if the feedback being shared is either positive or negative.
Analytics also lets clients determine when the success of a campaign is starting to fade. Poor campaigns can be discontinued immediately, while more successful digital marketing initiatives can be maintained as long as they are producing results. Using analytics to understand which campaigns are the most successful allows for marketers and advertisers to determine what works and attempt to repeat the success, while avoiding what hasn’t been successful in the past. Businesses can use analytics to make more immediate and accurate decisions relating to marketing efforts. Monitoring analytics allows for resources to be directed to the most effective initiatives.
About the author
Christopher Smith is president of American Graphics Institute in Boston, Massachusetts. He is the creator and editor of the Digital Classroom book series. At American Graphics Institute, he provides strategic technology consulting to marketing professionals, publishers and to large technology companies including Google, Apple, and Microsoft. He delivers workshops relating to digital marketing, web analytics, SEO, and SEM. He is also the author of more than 10 books on electronic publishing tools and technologies, including the Adobe Creative Cloud for Dummies. Christopher did his undergraduate studies the at the University of Minnesota, and then worked for Quark, Inc. prior to joining American Graphics Institute where he has worked for 20 years.