Why HubSpot’s Director of Analytics Wants You to Make Data More Human

May 21, 2020 11:00 AM — Posted by anaheimsigns — Posted at Anaheim Signs ,Sign Company ,Sign Design ,Sign Installation ,Sign Manufacture ,Sign Shop

Reporting and attribution have revolutionized marketing in every industry. Marketing data allows businesses to make more informed decisions about their audiences’ needs, challenges, and interests.

For years, demographic reporting has done wonders for marketers. Data points such as age, ethnicity, gender, location, education, and employment have informed marketing teams and heightened the impact of campaigns across the board.

Unfortunately, there’s only so much that demographic data can tell us about the people searching for and purchasing our products and services.

2020 is the time to make data more human.

Key Takeaways & Expert Insights

Humanizing a historically inhuman component of marketing (such as reporting and attribution) can be tough. Let’s talk about a few ways to do this.

Firstly, start to switch your reporting focus from demographic data to psychographic and behavioral data. This should be a major change your organization makes in how and why you collect data. We’ll talk more about how to do this later in this article.

Secondly, expect democratization of data. Today, data is difficult to gather and is typically controlled by a dedicated marketing analytics team. While this may be a good way to collect and manage your company’s data, it can create a silo that alienates your data from the people at your company who can actually apply and learn from it.

In 2020, expect analytics teams to start making data more accessible for all employees. To jump start this process within your organization, invest in systems that automate your marketing reporting and make it easier for your employees to access that information. Teach employees how to properly apply this data, too.

Strive for efficiency and alignment across your organization. Here are a few ways to do this:

1. Align all departments within the organization around being a data-driven company and agreed-upon goals.

2. Choose and define a home for your marketing data. Where does your data live? Is it currently available? How can employees access it?

3. Avoid common marketing reporting mistakes, including one-off reports and random data pulls. These waste time and produce inconsistent data that doesn’t speak to your audience or contribute to real results.

4. Document your marketing reporting process — this might look something like: gather data, define important patterns, automate, and repeat. Instead of assigning different roles or teams to each part of the process, consider dividing up your marketing reporting workload by data source. This will allow the same people to see your data through from collection to application.

Keep Investing in Attribution to Identify Bottom-Line Impact

In 2020, continue focusing on marketing attribution reporting. When did customers first touch your brand? When did they last touch it? Where are your visitors and customers coming from?

According to our 2020 State of Marketing report, only 50% of companies are currently using attribution reporting — and almost 30% answered “No.”

Attribution tools such as Databox, Looker, and HubSpot’s Marketing Hub are getting better and better at producing more accurate and timely marketing data.

Start Using Behavioral Data as Your Guiding Light

Consider behavioral data king in 2020. If you aren’t already, start tracking behavioral data and define relevant marketing key performance indicators (KPIs).

For example, instead of tracking demographic data like age or location, start paying attention to behaviors like click-through activity, online purchases, search query information, and on-site engagement.

Behavioral data is more impactful data than demographic data, and it helps ensure compliance with GDPR, CCPA, and future data regulations (which we’ll touch on below). It also helps you identify and understand (and then effectively target) people based on their actions.

Behavioral and psychographic data points represent people showing up and taking action. They are a better indication of interest and intention. Demographic data doesn’t adapt to users and behaviors in the same way.

According to our 2020 State of Marketing report, almost 25% of companies reported their top marketing priority for this year was closing more deals. If your priorities are the same, behavioral data-based reporting can help meet those goals.

At HubSpot, we focus on the data from a few tools (our own instance of HubSpot, for example) and on-page site data. We review each order of event sequences (i.e. how visitors came to land on and interact with our website) and take a look at where people landed, how they got there, and if they were satisfied with the results — if they converted, shared, and/or made a purchase.

For example, let’s say someone lands on the HubSpot homepage through a LinkedIn post. They explore the website by clicking on a few pages and finally, on the fourth click, land on a product page. There, they click to request a call with our sales team.

This approach to collecting data better informs our business strategy. It provides a deeper understanding of what content and which site placements help users find the information they need to perform the actions they want … like submitting a demo request.

“2020 is when we’ll get automated insights at scale. Between the continued development of natural language processing and AI-engines trained to understand which metrics are important to different industries, we anticipate being able to get relevant insights sent directly to you so you know where you need to focus.” — Jocelyn Chen, Analytics Lead at Seer Interactive

For those seeking buy-in for behavioral data, I recommend running an initial analysis of your site and reviewing the results. Establishing on-site patterns can actually provide more data to be shared with your team and business leaders.

These patterns can then integrate your business teams across marketing, sales, service, and more.

The top-line argument here is that demographics and segments have never been about the people — your audience and customers. When you understand how people are using your site, you can improve it immensely.

Stop Ignoring Important Data Regulations

Regardless of what types of data you introduce in 2020, you must stop ignoring data regulations. It’s time to get proactive with data regulations, rather than reactive. This is especially true for GDPR and CCPA. Even if you’re not operating in the European Union or California, these regulations will control your access to data — especially demographic data.

This is yet another reason to lessen your focus on demographic data. Not only will it become less available through more regulations, but it also poorly represents your audience. Demographic data is essentially bucketing people into segments that they didn’t choose and don’t make sense for them.

When you stop defining people by their demographic data, you gain a better understanding of their actions and intentions — and you work in tandem with data regulations, not against them.

My Recommended Reporting and Attribution Tool

Marketing reporting and attribution is not a manual process — an intelligent, robust tool is almost always required. But there isn’t one perfect tool — what works best for you is dependent on where your data lives and what platforms you’re already using. This will determine what you need going forward.

If you are dealing with a lot of disparate data sources, I’d recommend Looker. Looker is a very powerful query tool with a lot of flexibility. If you are more streamlined and have a lot of your data on one platform, there’s a ton of solutions — for example, if your data is in HubSpot, we offer many powerful reporting and attribution features.

Take a Deep-Dive Into the State of Reporting and Attribution

Dive deeper into HubSpot’s survey data by clicking the download button on the image below.

Editor’s note: This article was researched in December 2019 and January 2020, and was originally published in early February 2020 in our State of Marketing Report. A lot has changed in the world since then, so keep that in mind as your process these trends and data.

Sign Company Orange County California

  • 5 Ways to Stay Productive (Even When You Are Jobless)
    The typical freelance career, illustrated, would probably look like a wave. It has "crests", where you have more than enough work to keep you going, and "troughs", where you have little, if any, work on your plate. During the "trough" times — or "famine periods", if you will — you have to be extra careful… […]
    Issa Mirandilla
  • 30 Impressive Graffiti and Wall Paintings
    Wall paintings had existed since the earliest history of humanity. Pictorial text on cave walls and the pillars of ancient civilizations eventually morphed into text characters of some of the most commonly used languages today, such as the Chinese and Indian languages. As such, we can see that pictures and paintings are fundamental and essential… […]
    Michael Poh
  • Practical Tips to Cure a Creative Block
    Working as a freelance designer, writer, video editor is hard. There’s usually no support – it’s a lonely road. The most annoying thing about doing creative work on your own is the "creative blocks" (should we call them monsters?) you hit from time to time. They’re scary, those damn monsters. They’ll get your agent angry,… […]
    Victor Balasa
  • 50 Cool 3D Street Art & Murals, Vol. 4
    Creativity can be expressed in many different forms, and one of the most powerful form of public art is the street art. However, nowadays, street artists are working in certain unconventional forms of art, by experimenting with perspective and human imagination, creating the wonderful 3D murals. 3D murals are made in such a way that… […]
    Nancy Young
  • Preview and Compare Fonts in Browser with Flipping Typical
    Every designer needs to know a little about fonts. They’re the building blocks of content and they can make or break a readable web page. With the Flipping Typical web app, you can compare all fonts installed on your machine to see which ones pair up the best. You can type any phrase into the… […]
    Jake Rocheleau
  • Free Closed for Memorial Day Signs
    It remains the unofficial start of summer: Memorial Day. And, of course, it’s more than that – it’s the day we honor those who have died in military service to our country. Once commonly known as Decoration Day (owing to the practice of decorating soldiers’ graves with flowers), Memorial Day was created by an act […]
    Greg Sharpless
  • New 3-Sided Table Covers from Signs.com
    Exhibiting at a trade show, festival, market, or other event can be demanding. Setting up your booth, coupled with long hours on your feet, limited (and sometimes downright scary) lunch options, and all the rest can make for some very challenging days. One of the last things you want to worry about when working your […]
    Greg Sharpless
  • We can handle all your signage needs online. No...
    We can handle all your signage needs online. No Contact sign orders! Send us a picture of your sign location, the type of sign required, your logo or information for the sign. We will email design concepts for your approval. We will install the sign, and send link for payment. Contact us today for quick […]
    Anaheim Signs
  • Our New Frosted Acrylic Signs Debut
    Here at Signs.com, we’ve launched our new Frosted Acrylic Signs. If you want a way to quickly signify that your operation is “first-class” and “high-end,” you might find no better solution than frosted acrylic signage. The perfect glass substitute, frosted acrylic is a dense plastic material that, as the name indicates, boasts a stylish frosted […]
    Greg Sharpless
  • Anaheim Signs is open for business. We can hand...
    Anaheim Signs is open for business. We can handle all your signage needs online. No Contact sign orders! Send us a picture of your sign location, the type of sign required, your logo or information for the sign. We will email design concepts for your approval. We will install the sign, and send link for […]
    Anaheim Signs
  • Custom Face Masks Now Available to Combat COVID-19
    Signs.com is now offering Custom Face Masks in adult and youth sizes, with no minimum order and a 5-day production turnaround. Made of 100% double-layered polyester, our masks are durable, dry quickly, and feature fabric straps for long-term comfort. Because we print the masks with high-grade dye-sublimation inks, the design is dyed directly into the […]
    Greg Sharpless
  • We are working, and using safety measures, to a...
    We are working, and using safety measures, to assure all are not at risk of any exposure to the virus. Please contact us for any signage needs during this time.
    Anaheim Signs
  • Free Coronavirus (COVID-19) Signage Templates f...
    Free Coronavirus (COVID-19) Signage Templates for Business Owners https://www.signs.com/blog/free-coronavirus-signage-templates-for-business-owners/ #AnaheimSigns Learn more
    Anaheim Signs
  • Local Sign Shop Near me https://anaheimsigns.co...
    Local Sign Shop Near me https://anaheimsigns.com/sign-shop-near-me/sign-shop-blog-irvine-ca #AnaheimSigns Learn more
    Anaheim Signs
  • Available Now: Coronavirus (COVID-19) Custom Signage from Signs.com
    With the Coronavirus (COVID-19) pandemic showing no indication of slowing down, small businesses are continuing their efforts to pass along crucial messaging to their employees, their clients, and the communities they serve. Getting out the information is critical – whether a business is continuing to offer essential services and products, is adjusting its working hours […]
    Greg Sharpless
  • UCI News
    The number of open hospital beds is in flux, and doctors have to decide whether to send the patient to the intensive care unit. The choice hinges on a deceivingly simple question: How likely is it that the individual will need to be intubated and put on a ventilator?
  • OSHA News Release
    OSHA News Release https://www.osha.gov/ Current OSHA News Releases en U.S. Department of Labor Cites Florida Glass Fabrication and Distribution Company for Unguarded Machinery and Other Safety Hazards https://www.osha.gov/news/newsreleases/region4/05212020 May 21, 2020 Thu, 21 May 2020 12:00:00 +0000 U.S. Department of Labor Cites Florida Glass Fabrication and Distribution Company for Unguarded Machinery and Other Safety Hazards […]
  • Local Sign Shop Near me
    Sign Company in orange county California, providing custom business signs for local business's
    Local Sign Shop Near me

Sign Pages