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Data and Analytics for Marketing and Automation

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By Arbeck (Own work) [CC BY 3.0 (http://creativecommons.org/licenses/by/3.0)], via Wikimedia Commons
By Arbeck (Own work) [CC BY 3.0 (http://creativecommons.org/licenses/by/3.0)], via Wikimedia Commons
Metrics, data, analytics. These are all related words that can really help authors effectively market. Matt Minoff wrote a great piece on Digiday, called “In Order to thrive, publishers must master their data.” This means more than merely collecting data. It means having a plan, understanding what the data means, and deciding what actions to implement.

If you want a solid introduction to analytics and what to look for, then I recommend Segment’s Analytics Academy. Lessons cover how to choose metrics, how to create a plan, what tools to use, and more. Google Analytics recently added a new tool, Calculated Metrics, which “are computed from existing metrics and drive more relevant analyses and enable greater actionability without leaving the product.”

Examples of Analytics

A lot of interesting information can be gleaned from analytics. Here are some examples and explanations:

Tools

If you want to dive in, here is a list of tools you can start checking out. Also, keep in mind that book metadata is important, and managing metadata well can go a long way, according to DBW’s “Homebrew Systems: How to Be More Efficient in Your Metadata Management“:

Automation

After collecting data, you can use the information to your advantage and even automate some of your marketing strategies. The most obvious data to collect is target audience information. DBW’s “Why Authors and Publishers Should Embrace Automation” explains that having more automated processes frees up your time to optimize your strategy and make the marketing more effective.

One easy way to automate is to create a list of emails to send out to readers or subscribers of your newsletter. Personally I use Mailchimp’s Automation. One workflow I have set up is to send students of my Udemy course sample files and additional information to help them self-publish. I’m also setting up a blog drip that will give subscribers to my newsletter more tools and guides for various aspects of publishing.

What kind of data do you track? Have you used it to automate your workflow? If so, please share in the comments!

This post was originally published on December 14, 2015.

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