They can also set SMART – Specific, Measurable, Attainable, Relevant and Timely goals.
This piece recommends marketers should decide which data and metrics are relevant and critical to their business goals. Each business has a different set of goals, which may differ from their competitors.
Once the data points are decided, brands need to decide on the right set of tools to measure them. Tools like Google Analytics can help organisations set up goals and monitor real-time traffic and social media conversions. Other tools like Rival IQ can be used to track social metrics in supported channels like Instagram and Pinterest.
The author suggests that brands should analyse social media with Google Tag Manager to further improve their efficiency. It will enable businesses to organise all their data and monitor the key performance indicators of the website.
[8 minute read]