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Analytics Blog Posts

Learn how to measure the effectiveness of your marketing by reading these posts on analytics.

Come together with the inbound community for 4 days of inspiration and education.

Marketing / September 13, 2016 Why You're Thinking About Digital Marketing Analytics All Wrong
Why You're Thinking About Digital Marketing Analytics All Wrong

By Elissa Hudson

digital-marketing-analytics

Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations. According to HubSpot’s 2016 State of Inbound report, 46% of marketers cited "proving the ROI of our marketing activities" as one of the biggest challenge they face within their company.

The trouble is, when most marketers hear 'digital marketing analytics,' they tend to think of the metrics you'd typically associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique visitors, etc.

While web analytics ... Read More

Marketing / August 31, 2016 Data Visualization 101: How to Choose the Right Chart or Graph for Your Data
Data Visualization 101: How to Choose the Right Chart or Graph for Your Data

By Jami Oetting

You and I sift through a lot of data for our jobs. Data about website performance, sales performance, product adoption, customer service, marketing campaign results ... the list goes on. 

When you manage multiple content assets, such as social media or a blog, with multiple sources of data, it can get overwhelming.

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Marketing / August 25, 2016 Google is Cracking Down on Intrusive Mobile Pop-Ups: Here's What Marketers Need to Know
Google is Cracking Down on Intrusive Mobile Pop-Ups: Here's What Marketers Need to Know

By Amanda Zantal-Wiener

Google is no stranger to algorithmic change. And usually, those changes are made for the sake of the user. Looking at a history of Google's product announcements, usability is usually at the heart of the modification.

So when Google announced its impending smackdown on mobile pop-up ads earlier this week, it came as no surprise that the major reason behind it was to enhance the user
experience.

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Marketing / May 25, 2016 How to Design and Validate CRO Experiments [Free Template + Calculator]
How to Design and Validate CRO Experiments [Free Template + Calculator]

By Katherine Boyarsky

Creating new content on a regular basis isn't always easy -- especially when you're on a small team. That's why conversion rate optimization (CRO) is such a valuable practice for marketers to master. Because with the help of CRO, you can optimize the content and pages you already have to generate new leads.

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Marketing / May 17, 2016 The A/B Testing Checklist You'll Want to Bookmark
The A/B Testing Checklist You'll Want to Bookmark

By Lindsay Kolowich

When marketers like us create landing pages, write email copy, or design call-to-action buttons, it can be tempting to use our intuition to predict what will make people click and convert.

But basing marketing decisions off of a "feeling" can be pretty detrimental to results. Rather than relying on guesses or assumptions to make these decisions, you're much better off running conversion rate optimization (CRO) tests.

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Marketing / May 9, 2016 7 Useful Reporting Hacks to Try in Google Sheets
7 Useful Reporting Hacks to Try in Google Sheets

By Erik Devaney

While it might not be as powerful as the industry standard, Microsoft Excel, Google's online spreadsheet tool, Google Sheets, provides several other advantages. From offering more collaboration capabilities, to having a more attractive price point (re: free), it's no wonder that more and more marketers are turning to Google Sheets for their reporting.

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Marketing / March 16, 2016 How the HubSpot Marketing Blog Actually Generates Leads (Hint: It's Not How You Think)
How the HubSpot Marketing Blog Actually Generates Leads (Hint: It's Not How You Think)

By Pamela Vaughan

Business blogging "best practices" instruct bloggers to include a relevant call-to-action at the bottom of every blog post. This is nothing groundbreaking -- it's how you convert visitors to your blog into valuable inbound leads for your business.

But are those end-of-post calls-to-action (CTAs) really the best option? After all, any conversion rate optimization expert worth their salt knows to take industry "best practices" with, well, a grain of salt.

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Marketing / March 3, 2016 How to Use Excel: A Marketer’s Must-Have Guide [Free Ebook]
How to Use Excel: A Marketer’s Must-Have Guide [Free Ebook]

By Megan Conley

These days, knowing how to use Microsoft Excel is so expected that it hardly warrants a line on our resumes. But, let's be honest here: How well do you really know how to use it?

You may know how to plug in numbers and add up cells in a column, but that's not going to get you far when it comes to reporting on your metrics.

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Marketing / January 12, 2016 Google Gives Road Map to Retailers With New Analytics
Google Gives Road Map to Retailers With New Analytics

By Spencer Dunfee

The more information a business has about its customers, the better that business can sell, right? It’s why marketers work so hard to develop buyer personas and then segment contact lists a million different ways—everything is designed to reach the customer exactly where they are and exactly when they’re ready to make a purchase.

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Marketing / December 4, 2015 16 Captivating Data Visualization Examples
16 Captivating Data Visualization Examples

By Ross Crooks

Data can be very powerful. If you can actually understand what it's telling you, that is.

It's not easy to get clear takeaways by looking at a slew of numbers and stats. You've got to have the data presented in a logical, easy-to-understand way.

Enter data visualization. The human brain processes visual information better than it processes text -- so using charts, graphs, and design elements, data visualization can help you explain trends and stats much more easily.

Click here to download our free guide to data visualization for more examples and tips. 

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Marketing / November 10, 2015 Want to Grow Your SaaS Company? Track These 12 Marketing Metrics
Want to Grow Your SaaS Company? Track These 12 Marketing Metrics

By Geoff Roberts

Clearly defined and closely monitored marketing metrics are critical to the success of any SaaS company. Not only do they help measure the effectiveness of your marketing campaigns, but they also help diagnose risk and identify opportunities to accelerate growth.

How do I know? I’ve spent the last six years of my professional life tracking a small list of SaaS marketing metrics very closely -- maybe even somewhat obsessively at times. 

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Marketing / October 21, 2015 12 Excel Formulas, Features & Keyboard Shortcuts Everyone Should Know
12 Excel Formulas, Features & Keyboard Shortcuts Everyone Should Know

By Carly Stec

Ever find yourself elbows deep in an Excel worksheet with seemingly no end in sight? You're manually replicating columns and scribbling down long-form math on a scrap of paper, all while thinking to yourself, "There has to be a better way to do this."

Truth be told, there probably is ... you just don't know it yet. Excel can be tricky that way. On one hand, it's an exceptionally powerful tool for reporting and analyzing marketing data. On the other hand, without the proper training, it's easy to feel like it's working against you. 

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Marketing / September 21, 2015 12 Marketing Metrics Your Boss Probably Doesn't Need to Hear About
12 Marketing Metrics Your Boss Probably Doesn't Need to Hear About

By Lindsay Kolowich

When I first got started blogging, I would get really hyped up when people shared my posts on social media. "Look! People are tweeting out my blog post!" I'd tell my roommates giddily, holding up an open palm for what I thought was a well-deserved high-five.

And then, something happened. One of my blog posts totally blew up on social compared to my average post. I'm talking over 20X the number of social shares I normally got on a post.

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Marketing / September 16, 2015 The Anatomy of a Shareable, Linkable & Popular Post: A Study of Our Marketing Blog 
The Anatomy of a Shareable, Linkable & Popular Post: A Study of Our Marketing Blog 

By Matthew Barby

I've always had a love affair going on with data. Any campaigns that I've worked on in the past have revolved heavily around number crunching and analysis.

So when I recently joined HubSpot, I decided to use my love of data to help us understand what our "winning formula" is for content that is heavily shared on social media, earns lots of links, and brings in tons of organic traffic. To say that the results have been interesting would be an understatement. 

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Marketing / September 16, 2015 The Essential Marketing & Sales Metrics Your Team Should Track
The Essential Marketing & Sales Metrics Your Team Should Track

By Rachel Sprung

Every savvy marketer knows how important it is to track, test, and measure different metrics. It helps you figure out your baseline performance and ensure you're improving over time.

But it doesn't make sense for every person on your team to track every single important metric individually. Each different role should be responsible for measuring and analyzing certain metrics over others, and then reporting on them to the rest of the team.

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Marketing / August 31, 2015 7 Things to Know Before You Run an App Install Ad Campaign
7 Things to Know Before You Run an App Install Ad Campaign

By Shani Rosenfelder

The explosive growth in mobile usage -- specifically in app usage -- has created an ultra competitive marketplace. A whopping 1.4 million apps are on both the App Store and Google Play. In such an environment, app marketers face a difficult challenge as they battle hundreds or even thousands of direct competitors for user attention.

Read More
Marketing / August 18, 2015 Compounding Blog Posts: The Best Way to Grow Your Blog's Traffic [New Data]
Compounding Blog Posts: The Best Way to Grow Your Blog's Traffic [New Data]

By Mimi An

We've all dreamt about writing a blog post so good that it generates more and more traffic each month after it's published. Sounds like a pipe dream ... right?

Turns out, this isn't a pipe dream after all. We recently found that there are unique blog posts in the archives of many business blogs that generate compounding traffic month over month and year over year.

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Marketing / August 10, 2015 How to Use Facebook Audience Insights: A Beginner's Guide
How to Use Facebook Audience Insights: A Beginner's Guide

By Naomi Parry

Facebook Audience Insights is one of the most powerful analytical tools at your disposal -- that is, if you know how to use it.

Accessed through Facebook Ads Manager, Audience Insights is free to use and provides a huge amount of demographic and behavioural data about your audience and that of your competitors. 

Download our free Facebook guide here to learn more about how to attract customers with Facebook.

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Marketing / July 22, 2015 Quality vs. Quantity: A 6-Month Analysis of the Age-Old Blogging Debate
Quality vs. Quantity: A 6-Month Analysis of the Age-Old Blogging Debate

By Ginny Mineo

The marketing industry has always been obsessed with the quality vs. quantity debate.

Should you create more content of a lower quality or less content of a higher quality?

In an ideal world, the answer would always be less content of a higher quality. You’d spend lots of time researching and writing every post, then when you published it, the whole internet would notice. Thanks to this unrivaled quality, every post would generate massive amounts of traffic and leads.

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Marketing / July 20, 2015 How to Use Analytics to Get a Promotion: 10 Metrics That'll Help Your Cause
How to Use Analytics to Get a Promotion: 10 Metrics That'll Help Your Cause

By Rachel Sprung

The sad truth is this: You can work really hard, check all the boxes, come in early and stay late, and still not earn the promotion you want. What's missing? What do you need to do to actually show your boss you've earned it?

An important part of justifying a promotion is showing your value through metrics. If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion.

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Marketing / July 15, 2015 How to Use Excel to Run a Blog Content Analysis
How to Use Excel to Run a Blog Content Analysis

By Rachel Sprung

Have you ever poured your heart and soul into a blog post only to see it completely tank?

It doesn't generate leads and barely sees any views, while that silly GIFs article that took you half the time and energy goes viral. Doesn't that drive you crazy?

To gain a better understanding of their audience's interests -- and ensure that their content is actually resonating -- smart marketers are turning to the performance numbers of existing content to inform their strategy. 

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Marketing / July 6, 2015 10 Things to Double-Check Before You Begin Your Next Campaign Analysis
10 Things to Double-Check Before You Begin Your Next Campaign Analysis

By Rachel Sprung

I've made my fair share of analytics mistakes in the past. In fact, I even wrote an article about it so that you don't have to learn them the hard way too. 

And while I knew it would be helpful to address the mistakes people commonly make during their analysis, I realized that list left out the things that you can mess up before your analysis even begins. I'm not talking about how you analyze your information, but rather how your marketing software gathers the data in the first place.

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Marketing / June 29, 2015 How to Answer 11 Common Marketing Questions Using Analytics
How to Answer 11 Common Marketing Questions Using Analytics

By Rachel Sprung

When it comes time to assess your marketing efforts, it's not uncommon for you to run into a ton of questions.

How are your contacts trending month over month? Was the time you spent creating social media graphics for that campaign worth it? And what about your email marketing efforts? How are those stacking up against your paid initiatives? 

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Marketing / June 16, 2015 How to Create a Traffic & Leads Waterfall Chart to Track Your Marketing Progress
How to Create a Traffic & Leads Waterfall Chart to Track Your Marketing Progress

By Mike Volpe

Being able to consistently hit your website's traffic goal and provide the right number of quality leads to your sales team are two of the most crucial responsibilities of a marketing team.

But without the right tools in place, you could have wild variations in the number of visits or leads you actually generate. At the end of a month or quarter, you could end up way ahead or (more likely) way behind your goal.

Read More
Marketing / June 11, 2015 5 Email Marketing Metrics You Should Be Tracking (But Probably Aren't)
5 Email Marketing Metrics You Should Be Tracking (But Probably Aren't)

By Bella Wu

When it comes to analyzing the performance of an email marketing campaign, many marketers turn to opens and clicks as a means of measuring success. And while these fundamental metrics are important to note, there are actually a lot more to consider. The keyword here being "a lot."

In fact, the wealth of data available to the modern day marketer can be super overwhelming.

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Marketing / June 4, 2015 5 Ways Marketing Can Help Sales Through a Tough Month
5 Ways Marketing Can Help Sales Through a Tough Month

By Mike Volpe

A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team's problem -- it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

But the partnership doesn’t end there.

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Marketing / June 2, 2015 Building Buyer Personas? Here Are 5 Insightful Reports You Should Pull
Building Buyer Personas? Here Are 5 Insightful Reports You Should Pull

By Kelli Simpson

Building buyer personas can be tricky -- you need a delicate balance between quantitative and qualitative data to get something that's accurate and useful. You also have to know which information out of all the data in your CRM, marketing automation, and customer support systems will actually be helpful -- and which could steer your marketing astray. 

How can you be sure that you’re focusing on the right data to build out your buyer personas?

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Marketing / May 28, 2015 HubSpot & Salesforce Sign a Partnership Pact Through 2020
HubSpot & Salesforce Sign a Partnership Pact Through 2020

By Brian Halligan

I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. This is great news for HubSpot, HubSpot’s customers, Salesforce, and Salesforce’s customers.

Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. We have spent many many many calories over many many many years building a great integration experience for our joint customers, and we have over 500 5-star reviews on the Salesforce App Exchange to prove it. These customers, as well as future joint customers, will be able to continue to leverage this integration.

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Marketing / May 18, 2015 Marketing Investment Benchmarks: What Are Companies in 4 Big Industries Spending?
Marketing Investment Benchmarks: What Are Companies in 4 Big Industries Spending?

By Ritika Puri

In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape is evolving faster than ever. To see what works, it’s crucial to find new opportunities and test new waters. 

The challenge, however, is that marketing budgets are often limited around what’s "proven" to work -- which tends to look different from company to company.

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Marketing / May 8, 2015 Demand Generation Benchmarks & Trends: Software Marketer Edition
Demand Generation Benchmarks & Trends: Software Marketer Edition

By Ritika Puri

The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention. One of the biggest "wins" you can achieve is the ability to connect your disparate initiatives into a scalable, predictable demand generation engine.

But when you’re in the trenches, you know this process is easier said than done. Marketers, immersed within their organizations, frequently lack access to industry data.

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Marketing / April 27, 2015 9 Highly Reputable Resources for Compelling Marketing Stats
9 Highly Reputable Resources for Compelling Marketing Stats

By Bill Faeth

If you’re in the business of content marketing, there is a 100% chance you need marketing statistics.

Statistics lend authority and weight to your blogs, ebooks, and social media posts. Using accurate data in your original content is powerful way to communicate that you’ve done your research. However, not all statistics are worth citing. Your research could have a negative effect on your online reputation if you fail to verify the source, accuracy, or recency of the statistic.

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Marketing / April 27, 2015 8 Myths People Believe About Analytics (But Shouldn't)
8 Myths People Believe About Analytics (But Shouldn't)

By Rachel Sprung

 

When many people start diving into their marketing analytics, they're nervous. Maybe they're new to the technology, so they're worried about it being too complex and confusing to use. Maybe they haven't analyzed their marketing before. Maybe math was never their strong suit. Or maybe they're just worried about messing something up.

It doesn't have to be this way.

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Marketing / April 22, 2015 How to Analyze Your Blog Posts: A Beginner's Guide
How to Analyze Your Blog Posts: A Beginner's Guide

By Rachel Sprung

How do you decide which topics to write about on your blog to attract the most traffic and leads? What about which types of blog posts to write? How many to publish in a week? How to promote them?

These are just some of the questions you might have when creating your blog strategy -- and knowing a thing or two about your top performing blog posts will help you find the answers.

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Marketing / April 17, 2015 10 Analytics Mistakes I Learned the Hard Way (So You Don't Have To)
10 Analytics Mistakes I Learned the Hard Way (So You Don't Have To)

By Rachel Sprung

Have you ever spent a big chunk of time analyzing your marketing data, only to realize partway through that you didn't approach the analysis correctly? This happens to me from time to time, and trust me -- I know how frustrating it can be. I find myself wishing I could go back in time and warn my past self about the mistake so I could avoid losing all those hours.

Trial and error is the nature of analysis, though.

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Marketing / April 16, 2015 5 Need-to-Measure Ecommerce Metrics to Scale Like the Big Box Retailers
5 Need-to-Measure Ecommerce Metrics to Scale Like the Big Box Retailers

By Tracey Wallace

 

The internet has an infinite amount of benefits, but one in particular that has wholly disrupted business operations. See, the world wide web allows for equal and fair access to websites, which means that startups and small businesses are essentially on an equal playing field with their big box competitors when it comes to ecommerce.

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Marketing / April 9, 2015 How Often Should Companies Blog? [New Benchmark Data]
How Often Should Companies Blog? [New Benchmark Data]

By Lindsay Kolowich

"Blog early, blog often." 

In the inbound world, these are words to live by. After all, blogs help businesses attract new website visitors and convert them into leads. Each time you publish an original blog post, you're creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.

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Marketing / April 7, 2015 Want to Learn Marketing Analytics? Start With These 9 Great Resources
Want to Learn Marketing Analytics? Start With These 9 Great Resources

By Rachel Sprung

I've been interested in data and analytics for a long, long time. As a ten-year-old, I remember creating Excel spreadsheets with my dad for his annual Fantasy Football pool. By the time I was 16, I was building Pivot Tables with my cell phone bill to figure out who I texted the most. (I promise I had other hobbies.)

Since then, I've learned how much more there is to data analysis besides Pivot Tables and Excel. There's a whole world of analytics out there -- and I've barely scratched the surface.

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Marketing / April 6, 2015 Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates
Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates

By Larry Kim

If you're serious about improving more conversions, you need to start thinking of conversion rate optimization (CRO) differently.

CRO isn't just about making small adjustments to a landing page to get 5% more conversions. But if you've tried moving page elements around, tested variations of your copy, and optimized your form, but still aren't seeing meaningful conversion gains, don't worry -- all is not lost.

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