Developing a Marketing Analytics Task Force

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“It takes a village to raise a child.”

A quote made famous by Hillary Clinton and one that rings true.

Communities rally together, they develop task forces, to improve the education and livelihood of children. Task forces, PTAs, and PTOs are all meant to provide a strong foundation for developing programs that enable children.

Businesses need the same collective support to build a strong foundation for developing programs that enable customers. Marketing is a key player in providing data and customer engagement insight. It-takes-a-village

The purpose of a marketing analytics task force is to better utilize the marketing metrics, analytics, reporting and dashboard functionality within your sales and marketing systems.

So where do you start?

Below is a process I’ve previously used. While it doesn’t include everything, it certainly provides a start for companies who recognize an opportunity to mature their current marketing data analysis.

1. Build dashboards for each of the company websites. Include in the dashboard the following:

a. Form submissions by each form that exists on each website (demo request form, contact us form, partner contact etc)

b. Conversion rates by form

c. Website dashboards for each product line’s local sites including Google landing pages and contact form submission data

d. Data presenting information from AdWords campaigns

e. Reports comparing website activity(visits/length of time spent on page or site)

f. Length of engagement with content

g. Visitor journey tracking across web visits

h. Patterns in activities and trends

      i. Originating website (referring site)
      i. Local / regional search sites (Google Sweden vs Google Norway etc)
      ii. Google: Click-through from natural search result display or PPC ads

2. Assemble dashboards for each campaign. Include in the dashboard the following:

a. These will need to incorporate specific Lead/Opportunity information such as

i. Numbers/volumes

ii. Conversion rates

iii. Conversion speed

iv. Report on leads/opportunities in CRM without follow-up activity

v. Identify top performing campaigns and assets

b. Looking at metrics to identify and compare campaign success

      i. Click-through rates
      ii. Website visits
      iii. Form submissions
      iv. Conversion rates (navigation to form vs. submission)

c. Looking at metrics to highlight follow-up activity levels

i. Overall marketing dashboard including

      1. Form submissions from forms on Google AdWords landing pages
      2. Form submissions from forms on general campaign landing pages
      3. Form submissions from website forms
      4. E-mailing metrics (click-throughs, unsubscribes, bounces etc)

 3. Develop a “Data Quality” Dashboard:

a. Unsubscribe numbers and rates

b. Bounceback numbers and rates

4. Construct dashboards for the financial team

a. CFO requested a comparison of activity and results across all product groups. What campaigns/activities were successful? What products groups generated the most activity/results?

b. The Treasurer requested information on leads and pipeline contribution. What leads resulted from the activity? He requested a breakdown of awareness and lead gen. What did we spend/receive for lead gen activities and awareness activities? He also wants recommendations on how money should be spent. Based on leads resulting from campaigns, what campaigns were most effective? How should we spend our marketing dollars?

5. Conduct reviews of dashboards with data stakeholders

a. Conduct a routine site review. Develop a regular cadence and review performance with previous benchmarks month over month, quarter over quarter, and year over year.

b. At the close out of each campaign a Lessons Learned exercise should occur. During this exercise the project manager should review the metrics and reports from that campaign. Identify sustains and improvements.

c. Conduct best practice reviews and provide specific recommendations for improvement.


By utilizing the data accessible, you can better understand your success and areas for additional opportunity and improvement. This will allow you to better communicate to prospects, customers, and provide justification for additional marketing support, both resource and financial.


Marilyn Cox

Marilyn Cox is the Director of Marketing for Second City Works - the B2B division of the famed Second City.

You know the buzzwords; inbound, outbound, content, demand gen, lead gen, martech, social media, account-based, advocacy, customer success, sales enablement, and analytics.She studies it, plans it, executes it, experiments with it, and loves it.

Through discovery, creation, and innovation she's learned to say "Yes, And".Like business, her career is one big improvisational act.

She leads all aspects of the brand and culture, developing and executing a clearly defined, integrated marketing communications strategy.Marilyn is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve objectives of growth, awareness, customer success and making work better.

Marilyn exists to empower sales and support the customer. When not geeking out over marketing analytics, she can be found daydreaming about her unrealized dream as a professional wrestler with the WWE.

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