Put Your Current Data & Analytics To Work

keytodp_forside_digitalpreservationData and analytics can be extremely helpful in learning about your customers and prospects’ behavior and predicting future behavior. And the good news is… you do not need an expensive data and analytics system to take advantage of the data you already have at your fingertips.

Here are five ways you can take advantage of collecting and analyzing data you might already be or can easily start tracking.

Telephone Calls: If you are directing customers and prospects to call your organization to place orders/discuss services, tracking these calls can provide pertinent information. For example, if you are conducting any print or online advertising or marketing, establish unique 1.800 numbers for each campaign. This allows you to easily track the number and length of inbound calls each campaign is generating.

Website Traffic: Almost all websites have analytics built in already on the back end. We highly recommend this website traffic is reviewed and analyzed as least monthly. There is so much information you can learn from what pages are most/least effective to where people are entering and exiting your website, how many people are accessing your site from their mobile phones, where in the country/world are most people accessing your site and on and on.

Additionally, establishing landing pages for advertising and marketing campaigns can help you track results of the specific campaigns.

Email Marketing Results: Conduct email marketing with your customers, prospects and even employees? How often are you analyzing the data? Are you reviewing campaigns on a whole to see what you can learn over time? Simply evaluating open, click through, leads, bounce, opt-out rates can help you determine what is working and what isn’t. You can get as granular as testing and determining what day/time is best to target your customers and prospects.

Social Media: All social media channels provide analytics on the back end so you can review and assess on a regular basis. This will help you determine what type of content – videos, links, photos, etc. – and what topics are of interest to your followers; when is the best/worst times to post to increase engagement; and is there a specific segment of your audience who is engaging more frequently on specific channels.

Trade Shows: A lead retrieval scanner is an easy way to scan leads at a show. But then what happens to these leads post show? Following the leads through the sales process can help you determine what shows are generating the best leads and conversions, allowing you to invest in shows with the best ROI.

This list is certainly not comprehensive. You can be tracking everything from publicity and media relations results to blogger campaign data, app data, loyalty program data, and much, much more. The key is to start tracking what data you do have access to. Start using the data to better understand your customers and prospects’ behavior, and apply your findings/assessments to further enhance the ROI on your current and future marketing, advertising and public relations campaigns.

Jennifer Manocchio


After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.