Know the numbers, and know how to present them
Mastering the numbers is a virtue. As a marketer you should always master the numbers. They don’t need to be good or bad, they can even be very boring, but nevertheless, you need to master them. It doesn’t mean you need to memorize them, but you need to know how to pull them out on request.
Conversion rates, traffic rate, number of leads last month, number of leads last year, compared to this month last year, and what the projection for the next three months. These are only some of the metrics and questions that should get answered by you right away, and as you provide the answers faster and better over time, you will become the trusted source for the right numbers – an indispensable asset for any company.
But knowing the numbers is important not just for keeping your job or getting promoted, it’s important because the numbers draw a picture of your performance (for example: Business Lead Generation can be one of the metrics you will need to report on) and this picture can shine the light on the direction you, and your company, should take.
As this picture is important for decision making, you should make sure it’s not only simple to understand and read, it’s also nice to look at, and most importantly that the image tells the story. If the situation is optimistic and the picture is good, use the colors and shapes to convey that story (arrows going up, blue colors, use percentage where appropriate). If the performance is weak and an action is required to improve it, use colors that alerts and draw attention, use shapes and designs that focus on the action, and use signs correctly (bold the minus, or increase the font size of negative numbers).
Numbers, and your ability to master them, can make or break a plan. Make sure your numbers are always accessible, easy to slice and dice, and fast to draw the appropriate picture that will convey the true story of the numbers.
Resources to check out:
Tableau – visualization
Google Analytics – numbers, tracking, and good slice and dice capabilities
Optify Reporting – real time data with great reporting ability – the right numbers.
