The shift to inbound marketing has armed marketers with tactics to better connect with leads and customers, technology to increase efficiencies, and access to more data than ever. Access to inbound marketing data means it’s easier than traditional methods to track performance and prove ROI. Just think: Can you really trace the performance of a newspaper ad easier and faster (if at all) than clicks on a blog post? However, the old adage “ quality over quantity” also applies to data— it’s not enough to simply have thousands of data points. Instead, marketers need to apply both structure and meaning to these numbers because without a layer of context, it’s just noise. But if you’re anything like me (not a data scientist or mathematician), it can be tricky to understand where to start or what data points to dig into to really make sense of it all. Even with access to data tools like Google Analytics or HubSpot’s reporting features, it’s still necessary to understand what the numbers truly mean to affect performance and implement real-time change. At our recent Cleveland HubSpot User Group (HUG) meeting, PR 20/20’s VP of Strategic Growth and in-house data wizard, Keith Moehring ( @keithmoehring ), uncovered how marketers can dive into data to apply meaning. Continue reading below as we highlight 12 actionable tips and tricks to unlock the true potential of your marketing data. 1. Define Goals Before digging into data, it’s important to define what your team is trying to achieve […]

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