Marketing Analytics Guide for Singapore Businesses
Key Takeaways
- Data-driven marketing outperforms gut-feel decisions
- Set up proper tracking before launching campaigns
- Focus on metrics that tie to business outcomes
- Attribution helps understand customer journey
- Regular reporting drives continuous improvement
Essential Analytics Tools
- Google Analytics: Website traffic and behavior
- Google Search Console: Search performance
- Platform analytics: Facebook, Instagram, LinkedIn insights
- CRM: Customer data and sales tracking
- Heat mapping: Hotjar, Crazy Egg for user behavior
Key Metrics to Track
- Traffic: Sessions, users, sources
- Engagement: Time on site, pages per session, bounce rate
- Conversions: Leads, sales, sign-ups
- Revenue: Revenue per channel, customer lifetime value
- Efficiency: Cost per acquisition, ROI
Attribution Models
Understand which touchpoints drive conversions. First-click credits the initial source. Last-click credits the final source. Multi-touch distributes credit across the journey.
Building a Dashboard
Create a central dashboard with key metrics. Update weekly or monthly. Include comparisons to previous periods. Use visuals for quick comprehension. Share with stakeholders regularly.
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