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How do you share marketing analytics with your team?

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Marketing analytics can help you measure and optimize your marketing campaigns, but how do you share them with your team effectively? In this article, you will learn some best practices for communicating and collaborating on marketing analytics with your team, whether you are a marketer, a manager, or a stakeholder.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12…
Tiankai Feng

Data & AI Strategy Director @ Thoughtworks | Author of "Humanizing Data Strategy" | TEDx Speaker | Data Musician
Emmanuel Yaw Bonney

Customer Service Executive | Expert in E-commerce & Digital Solutions| Virtual Assistant

1 Choose the right metrics

The first step to sharing marketing analytics with your team is to choose the right metrics that align with your goals and objectives. Not all metrics are equally relevant or useful for every situation, so you need to filter out the ones that don't matter and focus on the ones that do. For example, if your goal is to increase conversions, you might want to track metrics like conversion rate, cost per conversion, and return on ad spend. If your goal is to raise awareness, you might want to track metrics like impressions, reach, and brand recall.

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Emmanuel Yaw Bonney

Customer Service Executive | Expert in E-commerce & Digital Solutions| Virtual Assistant
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Here are some tips for effectively communicating marketing analytics: Use visualizations: Visualizations such as charts, graphs, and tables can help your team quickly understand complex data and identify trends. Consider using tools like Google Data Studio, Tableau, or Power BI to create interactive dashboards. Focus on key metrics: Identify the most important metrics that align with your team's goals and objectives. This could include website traffic, conversion rates, customer acquisition costs, or other relevant KPIs. Provide context: Give your team context about the data you're presenting. Explain what each metric represents, how it was collected, and any limitations or caveats associated with the data

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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While there are standard metrics to consider, it's important to tailor your metrics to fit your team's specific goals and priorities. Don't just focus on the vanity metrics. Sometimes they don't even matter.

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2 Use a dashboard

The second step to sharing marketing analytics with your team is to use a dashboard that can display your metrics in a clear and visual way. A dashboard can help you organize and present your data in a way that is easy to understand and digest, as well as highlight the key insights and trends. You can use a dashboard tool like Google Data Studio, Tableau, or Power BI to create and customize your own dashboard, or you can use a template or a plugin from a third-party source. A dashboard can also help you automate and update your data regularly, so you don't have to manually export and import your data every time.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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After you've tailored your metrics, it's time to tailor your dashboard. This ensures that your team can quickly grasp the insights and take action based on the data presented.

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3 Share your insights

The third step to sharing marketing analytics with your team is to share your insights and recommendations based on your data. Data alone is not enough to inform your marketing decisions, you need to interpret and analyze your data and draw meaningful conclusions from it. You can share your insights in various ways, such as writing a report, creating a presentation, or hosting a meeting. You should also include some actionable steps or suggestions for improving your marketing performance, as well as some challenges or limitations of your data.

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Komal Ahuja

Product Marketing @ Zuora | B2B SaaS | GTM, Research & Competitive Strategy | Fintech | Content Creator
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Data should be transparent and internally published for all key teams, besides marketing to view and leverage for decision making. Beyond publishing the data, it's important to convert it into a ready-to-use format by sharing insights that clearly define what the data means, because data is subjective and can be perceived differently by different types of people, depending on their role and team. So, to ensure there's consistency in data interpretation and usage and the whole organisation is using the data with the same meaning, sharing insights in simple language should be prioritised.

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4 Solicit feedback

The fourth step to sharing marketing analytics with your team is to solicit feedback and input from your team members and stakeholders. Feedback can help you validate and improve your data analysis, as well as identify any gaps or errors in your data. You can ask for feedback in different ways, such as sending a survey, conducting a focus group, or having a one-on-one conversation. You should also be open to receiving constructive criticism and suggestions, as well as acknowledging and addressing any concerns or questions.

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Tiankai Feng

Data & AI Strategy Director @ Thoughtworks | Author of "Humanizing Data Strategy" | TEDx Speaker | Data Musician
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The feedback should be first and foremost guided by the question “did you actively apply my findings into your decision-making?” If that has not been the case, it’s time ask for the WHY. It could be the timing, the level of detail, or the clarity of your insights, et cetera. Having an open and honest conversation can not only make your next analysis better, but can foster a collaboration culture of trust and empathy.

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5 Collaborate on solutions

The fifth step to sharing marketing analytics with your team is to collaborate on solutions and actions based on your data and feedback. Collaboration can help you leverage the collective knowledge and expertise of your team, as well as foster a culture of data-driven decision making. You can collaborate on solutions in different ways, such as brainstorming ideas, assigning tasks, or setting goals. You should also monitor and measure the impact of your solutions and actions, and adjust them as needed.

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Houston Golden

I’LL MAKE YOU A LINKEDIN INFLUENCER. ?? ????????.?????? ?? LinkedIn’s Golden Child. Half billion views. Forbes Top 12 Innovators. Author of The LinkedIn Bible. My kids say I’m hilarious.
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You're not alone in your organization. Encourage your team members to actively participate and share their ideas, insights, and suggestions.

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6 Celebrate success

The sixth and final step to sharing marketing analytics with your team is to celebrate success and recognize achievements based on your data. Celebrating success can help you motivate and reward your team, as well as showcase the value and impact of your marketing efforts. You can celebrate success in different ways, such as sending a thank-you note, giving a shout-out, or hosting a party. You should also share your success stories and best practices with other teams or departments, and learn from their experiences and feedback.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you share marketing analytics with your team?

1

2

3

4

5

6

7

1 Choose the right metrics

2 Use a dashboard

3 Share your insights

4 Solicit feedback

5 Collaborate on solutions

6 Celebrate success

7 Here’s what else to consider

Marketing

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How do you share marketing analytics with your team?

1

2

3

4

5

6

7

1 Choose the right metrics

2 Use a dashboard

3 Share your insights

4 Solicit feedback

5 Collaborate on solutions

6 Celebrate success

7 Here’s what else to consider

Marketing

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