1/12 of the Year Is Spent Pulling Data
The typical process for digital marketers to pull analytical data involves accessing various tools, including Google Analytics, SEMrush, Meta / LinkedIn / Google Ad reports, and others, to extract the relevant performance data. Once extracted, the data has to be harmonized to compare apples-to-apples, and then inserted into charts, graphs, and dashboards.
On average, it’s been reported that organizing and analyzing marketing data from different sources take an average of 3.55 hours a week. The time taken by the average person to compile a report depends on the complexity of the data being analyzed, the number of KPIs being tracked, the level of detail required by the report, and the tools used to generate the report.
Data Analyst are the Smartest!
Homage to Shel Silverstein’s ‘Smart’
My marketer asked me for a report,
‘cause I’m the smartest analyst on the team,
And I showed her the raw data,
‘cause that is the most data I could find,
She shook her head in despair,
So took the raw data and cleaned it up,
Removing duplicates, so she could read,
All the insights available to glean,
She asked me how to spend her budget,
So I looked at the numbers and added ‘em up,
So she could see what happened generally,
But she said there were no trends to see,
So, I dug in again and made easy to read graphs,
Marking them with pretty colors and arrows pointing up,
And delightfully shared just one day after campaign launch –
She closed her eyes and shook her head,
Too proud of me to speak!
At Roots Analytics, we have streamlined this process by automating the data collection, munging and modeling process and providing updated reports every 24-hours. This means that your marketing team can increase the velocity of decision making because:
- Reports can be pulled more frequently, speeding up any experimentation, such as A/B testing, and more quickly flexing to the most effective messaging, creative, or call to action. Instead of monthly status meetings, imagine iterative changes on a weekly basis.
- More analysis of the metrics – versus merely reporting stats – as the team has more time to think about what the trends are showing and drawing meaningful insights relevant to your business
- Is one message resonating more than another? Does that affect the pitch your sales team is presenting to prospects?
- Is one call to action more impactful than another? Does that warrant additional investment into content creation?
- Is one persona or geography more responsive than another? Could that impact organizational hiring decisions about where to place new sales people, or what type of audience needs additional support?
- Time is precious, after all.
Roots Analytics 