Driving Growth Through Metrics and Analytics

As I have progressed in my career, I have developed an emphasis on analytic-based decisions. Sure, you can produce an amazing video or a visually stunning landing page but what good are they if they don't produce ROI? And what's the point in optimizing for SEO if you aren't using the proper keywords? The math doesn't lie.

Also important is how you communicate analytics and metrics to your team, c-suite and board. Below are a few examples of the different ways I have shown growth internally at companies (with the names/photos blurred to protect the innocent). You don't need a textbook, cup of coffee and pair of glasses like Homer did. You just need someone like me.

Upon hitting the job market, I created a video series for LinkedIn and Instagram announcing my availability and also providing insights into my job search. Does posting photos or videos generate more attention on LinkedIn? (videos) Is it worth a paid campaign to boost a video? (not in my case) How are Instagram Reels for gathering attention? (better than carousel posts). I documented the statistical journey via-self-produced videos. This was a good, short, interactive way to deliver results to people (and make them laugh occasionally).

You can watch the videos on my LinkedIn page.

I operate under the "Work Smarter. Not Harder" school of thoughts. Sure I can navigate the standard Google Analytics dashboard but wouldn't my time and budget be better spent working with an expert for one click solutions? I worked with an outside contractor to build elegant, easy to use dashboards for one click access to the stats most important to our day to day measuring. I also organized training sessions for our web development teams.

I believe that there no useless analytics however depending on your business, some are much more important to others. This was a quarter's worth of web and social media statistics for presenting at a company-wide presentation. Anyone can export a spreadsheet but just as important is how you tell, and show, the story.

As a brand director, I prioritized creating a significant digital transformation plan for not only our website but also our conference strategy. Conferences are a significant investment for any company but how do you measure ROI? We were taking a lot of printed out data sheets and once I studied the return rates, I made the case to pivot to custom landing pages that included the same data sheets that were being printed but in digital form. I also included a contact us form, some key statistics for the particular conference and other conference specific content. We were finally able to track which content people cared about through downloads and QR codes.