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Conducting a Year-End Marketing Analysis

December 27, 2018

2018 is coming to an end. As projects slow down and campaigns concluding for the holidays, it’s the perfect opportunity to examine your marketing efforts in 2018. Without this period of review, it’s hard to understand what strengths to continue utilizing and what adjustments need to be made as you cross into the new year.

After all, where would the next Super Bowl champ be if they didn’t take time to analyze their game performance?

Where do you start?

Start by utilizing comprehensive analytics software like Google Analytics to analyze web traffic. For social media platforms like Sprout Social, you can combine analytics from major platforms like Facebook, Twitter, LinkedIn and Instagram. If you don’t have access to a social media aggregation app, most platforms provide their own analytics.

If you used a marketing automation service to distribute eblasts, dive into the results of each campaign. If you don’t use one, you can think about putting that into the analysis!

Look at the numbers

Conduct a data-driven analysis of all marketing platforms including social, website, and email. Here are some questions to guide you:

  • What type of content received the most engagement on social media? What tags were used?
  • Where did most of your website traffic originate? Was it from social media? Organic search engine results? Referrals?
  • What content received the most engagement or traffic? Blogs? Videos?
  • How many recipients opened or clicked on a link in your marketing email? Which email campaigns received the most engagement?
  • At what days and times did content perform the best?
  • Who are the most frequent website users, social engagers? Where are they coming from?

Knowing which marketing campaigns performed well and which did not will help you to adjust your efforts for the future.

Make adjustments

Once you understand what went well and what didn’t, it’s time to adjust your marketing efforts accordingly.

  • Develop protocols for any processes that could use refinement.
  • Be sure to capitalize on content that performed well and to rethink content that went unnoticed.
  • Go where your target audience is and join the conversation. Engage with your industry on websites and social platforms that will bring traffic back to your site.
  • Don’t be afraid to take risks or try something new! This way you can avoid complacency with worn-out content.

P.S. Don’t wait until the end of next year to start the next analysis. Conducting frequent, individualized reviews are important in adjusting campaigns in progress. Is the investment of time, effort and money into a campaign worth it? Only the data will tell.

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