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Marketing is tough. Marketers are expected to be jacks of all trades:  Brand manager, technology expert, social butterfly and head collaborator. Yet at the end of the day marketing is often a thankless job. Unfortunately the fruits of our labors are often six degrees of separation removed from our actual efforts. We do not directly sell and there is no physical doo-dad at the end of the day that we can point to in order to justify our existence. Enter the world of ‘marketing analytics.’

What the heck are marketing analytics? Marketing analytics are the lifeblood of your efforts. You spend countless hours working on integrated marketing content – blogs, newsletters, infographics, proposals and much more! Yet at the end of the day can you honestly claim to understand the impact of these efforts? Marketing analytics are not only the indicators of our successes but the learning blocks of our mistakes.

Don’t fool yourself! Know what metrics are worth tracking.

Like many things in life, we can often get caught focusing too much on the nice-pretty red herring rather than digging deep and identifying what truly matters. Metrics are no different! Marketers often get caught looking at superficial statistics rather than focusing in on metrics strengthen our business case. To better understand what kind of metrics you should focus on let’s identify the two main data types:

Vanity Metrics | these metrics often look good – and make you feel good – at first glance. Unfortunately, vanity metrics focus on pumping up our ego – not our business. I often equate these metrics to a high school popularity contest: All that matters is how many people sign my yearbook. But don’t be fooled, these metrics are not your friends. So what are some examples of these metrics?

• Total website visits
• Page views
• Number of subscribers or followers

As you can see, these metrics look good at first. But do they actually provide actionable data that allows you to drive your business case forward? The ambiguity of these analytics leaves your marketing efforts reactive rather than proactive.

Action Metrics | meaningful metrics are the bread and butter of your efforts. To be able to leverage marketing analytics to improve your marketing campaigns you must be able to understand the customer behavior represented by these metrics. Using the above high school analogy, these action metrics are representative of the number of people that invite you to their party. These metrics do not only want to know you – they want to hang out with you! Examples include:

• Site behaviors – what are people actually viewing and consuming on your website
• Who is converting; is there a common buyer persona?
• Customer acquisition costs

These metrics actually mean something to your business. They are not only indicative of your efforts, but reflective of your results.

How do we track marketing analytics?

So now that we understand what we want to track we must figure out how to track our desired marketing analytics. Luckily for you, there are hundreds of tools out there. Highlighted below are examples of each type of tool you will want to add to your marketing arsenal.

Content Management System (CMS) | a content management system will allow you to seamlessly optimize all of your integrated marketing efforts within your website. Gone are the days of fumbling with html and css codes. While in the day-to-day trenches of marketing you need the ability to quickly and easily access the living data regarding your marketing campaigns – and this is precisely what a CMS allows you to do.

Examples of CMS include:

• Act-On
• Hubspot
• Marketo

Whatever CMS you decide is right for you, make sure that it integrated with all of your other business systems and processes to provide you with maximum visibility.

Web Analytics Platform| integrating your website with a Web analytics platform is essential for taking the step from analytics-shmoe to analytics-pro. Yes, you already get analytics from your CMS. However, think of a CMS as fast food and a full Web analytics platform as a five-course meal. Your Web analytics platform is your go-to asset when you need the full meat and potatoes of reporting.

Examples of Web analytics platforms include:

• Google analytics
• Mixpanel
• Webtrends

Understanding a full Web analytics platform can be intimidating. Luckily you can often find free training. For example, Google offers a free analytics certification course that you can complete at your own leisure!

Customer Relationship Management (CRM) System | what good are all of these marketing analytics if you can’t actually do anything with them? A CRM system will allow you to better understand your leads, holistically track your marketing campaigns and most importantly provide you with the tools needed to build meaningful relationships. Our CRM recommendation for professional-services firms is Deltek Vision.

Go forth and spread your analytical marketing wings!

Gone are the days where you fear that your marketing efforts will be glossed over. You now have the tools and knowledge needed to go out and make something of your marketing campaigns! We hope that you take this new found knowledge and prove your resolve by becoming an analytical marketing guru!

Full Sail Partners, a Deltek and Client Feedback Premier Partner, is honored to announce that Scott Gailhouse has been promoted to Principal Consultant. Scott's extensive industry knowledge and proven consulting acumen will be an asset as professional services firms continue to seek ways to further leverage their investment in Deltek Vision.

As Principal Consultant, Scott will be responsible for process and service development including best practices and implementation protocols. He will also be responsible for overseeing the skill development of Full Sail Partners' consulting staff, the development of quality-driven implementation strategies, client management and implementation compliance.

"I am extremely excited about my new position and my continued growth within Full Sail Partners," said Scott Gailhouse. "I believe that this role will give me the opportunity to enhance our consulting practice and concentrate on how our firm can further add value to our client's knowledge of Deltek Vision. My focus, along with the other consultants will be to continually seek ways to improve our training model to better utilize Vision's capabilities, provide best practice recommendations while boosting productivity."

Scott Gailhouse has been actively involved in the Deltek community for more than 20 years. With a focus on financial solutions and best practices, Scott has leveraged his extensive knowledge of the professional services industry to assist firms with making the move to an ERP.

"It is with great pleasure that we recognize Scott's strong leadership and expertise," said Scott Seal, Full Sail Partners' Vice President of Consulting. "Scott continues to bring in-depth knowledge and experience to the table, working with his clients and colleagues to create innovative solutions to help achieve maximum value out of Deltek Vision."

Want to learn more about the Full Sail Partners' team? Check out our crew!
 

Full Sail Partners, a Deltek Premier Partner, is excited to announce the addition of Ryan Felkel as a Marketing and Communication Specialist. In this role, Ryan will join the marketing and business development team to identify new market verticals outside of the architectural and engineering industry. With the addition of Ryan, Full Sail Partners is prepared to expand their offering to a broader range of customers who may not have realized how our products can streamline their processes and increase their profitability.

“I am honored to be a member of the Full Sail Partners team,” Ryan said. “Full Sail Partners has a world class set of products and services to assist project-based firms with managing their complex and growing needs. Their strong focus on customer satisfaction coupled with their great mix of products and services will assure that Full Sail Partners remains a valued and trusted partner to their customers well into the future.”

Ryan has nearly five years of experience in energy markets. During this time, he was an accomplished proposal manager and marketing professional working for a company that provided demand side management services for electric and gas utilities across North America. It is his goal to utilize this experience to provide a fresh perspective and new ideas to foster relationships with these new market verticals.

“As a Deltek Premier Partner, our firm has led the charge in expanding and servicing new market verticals beyond the architectural and engineering industry.” stated Sarah Gonnella, VP of Marketing and Sales. “Ryan’s self-starter attitude and marketing acumen will help our firm continue to position our existing products and services into new markets. I’m excited to have Ryan join our marketing team to focus exclusively on targeting new project-focused professional service firms. We recognize the need to continue to service our existing clients, and therefore have split our existing marketing role into two. This allows our firm to have a dedicated marketing resource that will focus on customer satisfaction and ensure our existing clients know about new features, products and services, while Ryan focuses on these new market verticals.”

Want to learn more about the Full Sail Partners' Team? Check out our crew!

Full Sail Partners, Deltek Premier Partner, is pleased to announce the addition of Gina Stamper to the client services team. Gina has joined the firm in the role of West Coast Account Manager and will provide account services for Full Sail Partners’ clients in the Mountain and Pacific regions. She will work as a liaison between Full Sail Partners and clients, helping to build an openly collaborative community.

Gina joins Full Sail Partners with 15 years of accounting and finance experience in the technology, mortgage and telecommunication industries where servicing client needs is essential to success. Gina previously spent five years as a senior account manager servicing Deltek Vision Clients.

“I’m very enthusiastic about the opportunity to continue working hand-in-hand with Deltek Vision account holders,” said Gina Stamper. “The professional services market is rapidly developing and so are the needs of our end users. I look forward to this opportunity to help customers as their companies evolve.”

Full Sail Partners’ Account Management Program is designed to serve the needs of the Deltek client base and promote greater engagement. This position will serve as an additional resource to address client questions and provide a dedicated resource for those on the West Coast. Full Sail Partners now provides account management services from 8 a.m. to 8 p.m. EST, extending its service availability an additional three hours.

“Gina’s work ethic, experience, and passion for customer service make her the ideal candidate for this position,” said Wendy Gustafson, Full Sail Partners’ vice president / general manager. “We’re confident in Gina’s knowledge of the Deltek Vision product set and her proven ability to maintain great relationships with existing customers, while helping to develop new accounts.”

For more information, please email Full Sail Partners’ Marketing Communications Department. Interested in meeting the rest of the crew? Check out the link below!