How To Ask Good Simple Questions About Your Marketing Analytics

Asking open-ended questions will reveal the right details you need to move your business forward.

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How The Question Should Be Framed

First asking a simplistic close-ended question may bring a concise answer — close-ended questions trigger a yes or no answer. That answer may be fine if you are pressed for time.

Solutions like Google Analytics trigger two kinds of information: Metric changes that imply immediate decisions, such as adding an ad campaign to bolster traffic, and metric trends that are best addressed with long term strategies, like content marketing.
  • identify ongoing tasks that need refinement or research to develop an action

How Dimensions and Metrics Give You The Answers You Expect

Think of your dimensions and metrics in the same way you would want to follow your team on a scoreboard.
A referral traffic report displays each traffic source as a dimension. Sessions, Pageviews, Average Sessions and Pages/Sessions are examples of metrics.
A visual flow chart, like this Social Users Flow Chart in Google Analytics, can help

Bring Everything Together To Keep The Discussion Moving Forward

You can then begin to pay better attention to what questions come up regularly when analytics reports are prepared. Is the activity from the dimension and metrics a way to support research, like developing a customer cohort for a new product or monitoring an emerging market? Is the activity for an immediate marketing purpose like a digital ad campaign? The answers can spotlight the resources and tasks to be organized for the next time the team meets. Refining metrics and reports will be worked out as you move forward.

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