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If you're running a business – or working for one – you probably understand how important it is to have reliable data. Without data, any decisions you make will be gut instincts or wild guesses. Measuring information such as the amount of sales, number of clients, website visitors, etc. can help inform your decision making.
But having the data isn't enough. You need to be able to analyze it in a meaningful way. What does the amount of sales matter without the context of what the cost of expenses are? It's also possible to spend too much time analyzing your numbers. The number of Android mobile users that visit the contact us page of your website from the Galapagos Islands every Tuesday from 4 – 7 PM might be interesting, but does it really help you?
It's important to have a goal in mind before you start pouring over your data. What is it you're trying to understand? For marketing data, you should be able to answer questions, such as:
- How are marketing activities performing today? Tomorrow?
- How do marketing efforts compare with competitor?
- What are the long-term results?
This type of information can be hard to track down, but using the right tools can really help. HubSpot is one of those tools (quite honestly, we think it’s the tool). If you're not already familiar with them, HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah to help businesses optimize their inbound marketing. The term inbound marketing was coined by Halligan and Shah to describe the revolution occurring in marketing where businesses are helping customers find them rather than trying to find customers.
HubSpot simplifies marketing data analysis by bringing everything into one platform. Landing pages, lead nurturing emails, blogging, social media – if HubSpot doesn’t already do it, it’s likely they will before the next INBOUND conference. Honestly, we could write about all the services HubSpot offered and have enough content to fill several dozen blogs. However, this presentation will focus on the HubSpot reporting features.