| Why You're Thinking About Digital Marketing Analytics All Wrong |
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By: Hubspot |
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 Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report, 46% of marketers cited "proving the ROI of our marketing activities" as one of the biggest challenge they face within their company.
The trouble is, when most marketers hear 'digital marketing analytics,' they tend to think of the metrics you'd typically associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique visitors, etc.
While web analytics can provide you with a wealth of insight and data into the performance of your website, marketers really need much richer data to understand the impact of their marketing campaigns on conversion rates and a person’s journey through the marketing and sales funnel. Looking at top-level web analytics metrics like traffic is only part of the puzzle.
Enter digital marketing analytics, which offers a much more comprehensive view of what’s working, and what isn’t.
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This article was published on Hubspot. A link to the original article can be found after the post.
www.blog.hubspot.com
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