DEAR REPORT MONKEY, My job is to tell the marketing department how their online campaigns are performing. Trouble is, no one listens to me! The other day, our VP asked me to pull together some numbers from one of our social media campaigns for the executive team. To be honest, the campaign was performing dismally,
Report Monkey: Hey Marketing! The Admin is More than a Button-Pusher
DEAR REPORT MONKEY, I’ve been a Webtrends administrator for years, and I know more about the tool than anyone else in my company. So I was thrilled when our marketing department asked me to teach them how to use it! However, it didn’t go quite as well as I had hoped. I had visions of
Report Monkey: Don’t Fly Solo, When You Can Have a Whole Team
DEAR REPORT MONKEY, My company prides itself on “getting” data-driven marketing. We have it all: the right tools, killer integrations, fancy executive dashboards—but we’re missing the right people! Or person, in my case. That’s the problem. Since my company bought it all, I’m expected to do it all. But I’m swamped and I can’t do
Report Monkey: The Angsty Analyst
DEAR REPORT MONKEY, I’ve been a marketing analyst in my organization for years, but I feel like no one really gets what I do. People are constantly asking me for raw numbers… as if a lone click-through rate tells you anything about good marketing! I have trouble sleeping at night and can’t escape the sucking
Report Monkey: When It Comes to Measurement, Start Small
DEAR REPORT MONKEY, I’m in charge of multiple marketing campaigns and wear about 5,000 different hats from development to execution. I’m also supposed to be measuring performance and iterating on results. However, being data-driven isn’t anywhere in my MBOs, so it frequently gets short shrift. I really want to be a data-driven marketer, but with
New Analyst Nearly Drowns In Flood of Requests
DEAR REPORT MONKEY, I just started a marketing analyst position, and already I’m getting flooded with requests for reports! The thing is, no one has any clue what to make of the data. I can’t spend all day building reports, trying to explain them and getting blank stares. How can I enable my colleagues to
The Business of Marketing Is Marketing
I’m in charge of training people how to use web analytics, and some of my most reluctant students work in marketing. Why? I didn’t know, so I sent an email to half of our Webtrends Certified Analysts, and I asked them: “What’s most valuable about the training you received in ‘Analytics for Marketing Professionals’?” The