For many years marketing was considered a 'fluffy' subject - all the about the branding and how the company/ product/ services look on the market and what people thought about them. Big budgets spent on even bigger campaigns with little to no ability to track what if anything was responsible for actual revenue.
In recent years though, new technologies and opportunities however have seen marketing's value in businesses skyrocket as teams are increasingly able to track and prove the value of what they do. Channels such as PPC, social media, display and so many others have meant that marketing teams are able to be much more targeted in their approach and marketing tools such as heat mapping software mean they are able to track the user journey and optimise their website to the most efficient it can be.
A strong marketing team is as crucial for any business seeking continued success as a great product and sales team. And now they have the ability to prove their worth too!
While the marketer might find it useful to know that 37% of visitors are dropping out of the funnel on the checkout page, the marketer’s boss will come back with one question: ‘why?’... Being able to draw conclusions about how and why users are behaving will allow marketers to provide business insights that stretch far beyond the traditional remit of their department. Marketers that use data to demonstrate exactly why a certain product is selling or not prove their worth to a business. We’ve seen many different analytics application suites which are approaching this problem in innovative ways. Measuring actions such as mouse movements can generate new metrics like hesitancy rates and read times: when these are used in conjunction with more traditional metrics they can paint a far clearer picture of how customers are actually behaving on the website.