I love numbers. I love figuring out the story metrics are trying to tell me. I love that they allow me to maximize effectiveness, optimize return, and be more efficient in my job.

Analytics can tell you what the next evolution should be in a product design. They can help identify and predict industry trends. And here’s the kicker: They can inform marketing strategy and tactics! How about that?

I  use data to drive almost every decision I make. What should the editorial calendar look like? Are we maximizing our profit in our PPC campaign? Is the marketing mix we are using optimal? Are we on track to reach our sales revenue goal?

There are three steps I use to ensure I am leveraging my analytics to the fullest:

I’ve used analytics to increase eNewsletter open rates, website traffic, form fills, email engagement, etc. I could go on for ages. In some instances the needed change was evident and in some cases I need to do some CX experimentation, but either way, I improved the results.

Additionally, good analysis is a very persuasive tool, particularly when dealing with upper management. If you can provide solid data on the why of what you want and how it will impact the bottom line, you are much more likely to get it.