Becoming a Hybrid Marketer: 10 Resources to Up Your B2B Analytics Game

May 19, 2015

Hybrid Marketer

Editor’s note: This post is part of an ongoing series in 2015 in which we provide B2B marketers with skillset development resources that can help them advance their careers. In last week’s post, we compiled resources that can help marketers achieve better results using email and LinkedIn Sponsored InMail. In this post, we provide resources that can help marketers better optimize strategies and campaigns through web analytics.

If you haven't been honing your analytics skills, now is the time to start. Even the MLB is taking analytical data to the next level. With baseball season coming in hot, an unnamed franchise actually bought a super-computer that can crunch information crazy fast, because it wants to gather more data insights than humans conceivably can from a spreadsheet.

In a B2B market obsessed with metrics and statistics, for good reason, learning how to turn that information into meaning is crucial, otherwise you just have an over-abundance of numbers. What exactly do those numbers represent? How should they affect your strategy? The following 10 resources will give you the insight you need to start answering those questions like the hybrid marketer you are.

Analytics Guides

  1. How to Use Google Analytics: Getting Started Even for seasoned Google Analytics veterans, this Social Media Examiner article is a must-read. Author Kristi Hines uses clear guidance and graphics to help you take your analytics skills to the next level. If you’ve already developed a relationship with Google Analytics, it will point out areas you might be neglecting.
  1. The Definitive Guide to Marketing Metrics & Analytics This all-encompassing guide from Marketo is a must-have for any 21st century marketer. Learn how to gather and leverage metrics, talk about forecasting, and prove your team’s marketing ROI. All 70 pages of this downloadable research are packed with expert marketing plays.

Analytics Blogs

  1. Occam’s Razor Blog Meet the go-to expert on marketing analytics: Avinash Kaushik. His Occam’s Razor blog gives countless insights and fresh takes on a topic that seems to require constant skill and knowledge updates. Notable is his ability to take a complicated, often technical concept and talk about it in a way that is streamlined and accessible.
  1. The KISSmetrics Blog This is a remarkable resource for viewing analytics case studies. Learn about data science from the countless examples the blog offers, and read articles featuring relevant best practices and tips for honing your metrics gathering skills.

Analytics Courses

  1. Google Analytics Academy Who better to learn analytics from than the source that seems to define them? Google Analytics Academy offers courses online that can help you gain the skills you need to hit analytical home runs for free.
  1. General Assembly Data Analysis Classes Just what they sound like, these classes will help you hone your skills in data science. From an introduction to data analytics to a class in advanced data-driven SEO, and from online courses to on-campus workshops, there is something here for everyone.

Analytics Articles

  1. How to Use LinkedIn Analytics to Boost Your Marketing Efforts In this edited excerpt of Ted Prodromou’s book, “Ultimate Guide to LinkedIn for Business,“ he gives readers an overview of the tools available to marketers on the LinkedIn platform. Find out even more about the Analytics Tab on LinkedIn Company Pages here.
  1. Are You Using Big Data and Analytics to Speak to an Audience of ONE? In this article, founder & CEO of Marketing Nutz, Pam Moore, does an excellent job of showcasing the importance of thinking small, even when you’re using big data. Using data to reach individuals, instead of to create blanket marketing statements that few will find personally relevant, is the key to using those metrics successfully.
  1. What it Means to Be a Data-Driven Marketer in 2015 There may be a few of us who have started tuning out the phrase “data-driven.” We all know it’s important, but do we really know what to do about it? In this Social Media Today article, Gleanster Research’s CEO, Ian Michiels, offers practical advice we can take to bring our analytical skills to the next level. My favorite bit of his wisdom? “Act like a two-year-old from time to time.”
  1. 5 Ways to Use Location Data for Better Social Listening Are you too dependent on hashtags and keywords when it comes to listening to your audience? Get ahead of the curve with this fresh take on using social data. J. Talyor suggests that location is an underutilized tool in social marketing, and offers five ways to ensure you don’t miss engagement opportunities by forgetting to pay attention to where your audience is.

According to the Google Analytics Academy, digital analytics are essential because they “drive a continual improvement of the online experience” for your customers. In an industry that thrives on numbers, sharpening these skills puts you one step ahead of your competition and one step closer to the audience you want to reach.

In a list of marketing resources, we couldn’t forget this one. Check out our newly enhanced Sophisticated Marketer’s Guide to LinkedIn for all the insights you need to get the most value out of the LinkedIn platform.