How To Turn Boring Data Into Actual Cash

Numbers tell a story

One of the reasons my agencies have been successful is because I have always been adamant about tracking data.

Data is the boring stuff that no one likes to think about. But data tells a story and allows you to pass the buck of decision making because you simply do what the numbers tell you to do.

Today, I will talk about how to use data to stand out in the marketplace.

LFG. 🔥

The Data You Should Care About

Not all data is valuable. Sometimes, we surround ourselves with so much noise that we lose sight of what we are actually optimizing for.

The way to use data properly is to start at the ultimate outcome.

What is the primary goal behind what you’re working towards?

For example, my business is all about lead generation. The metrics we care most about are qualified phone calls and lead forms. We use call tracking software to measure these results, which allows us to easily organize exactly where our prospects originate.

We can effortlessly attribute leads back to channels like:

• Google organic

• Social media

• Google ads

• Google business profiles

• Virtually any tracking source imaginable

Once you have that foundational layer set up, you can reverse engineer the rest of your strategy. The secondary data points only matter in context to the main objective.

An Example Of How To Keep The Main Thing The Main Thing

Let’s say that we have set up all our tracking tools properly. We are measuring traffic numbers through GA4, organic rankings through Search Console, and our social media reach through Publer.

Now, imagine we are generating 5,000 hits a month: 1,500 hits through Google organic and 3,500 through social media.

What do we do with those numbers? How do we make decisions based off of top line traffic?

The truth is that we can’t. If we do, we are misinformed because that data is only valuable in the context of how it generates the bottom line objective, which is leads.

In our call tracking metrics, let’s imagine that we have 10 leads and 3 closes from Google organic, and we have 4 leads and 1 close from social media. Well, now we are talking. Now we have a true baseline that allows us to make real business decisions.

The Conversion Breakdown

To take it one step further, we can look at the exact efficiency of each channel.

Looking at this matrix, the next right move becomes crystal clear. We need to divide the marketing budget in a way that invests heavier into Google organic.

We likely won’t kill the social media budget completely, but the return on Google is significantly higher. We want to put our money where it generates the greatest return.

This Looks Obvious, But You Have To Start At The End

You’re probably reading this thinking, “thanks for the advice Tim, but this is common sense.”

The numbers are clear, but where most people slip up is by failing to start at the finish line.

When you’re measuring data, you must start at the end point. Ask yourself, “what is the ultimate outcome I want to produce?”

Most of the time it’s sales and revenue, but not always. I have always kept my main KPI focused on qualified leads and phone calls, because the sales numbers simply back into that core ratio.

Good leads generate sales, so that’s been my focus.

Your case will be different. What is it that you want to achieve? What is the main objective behind the work you do?

Identify that target, and then work backward from there. If you fail to take this critical step, you’ll have no direction. You’ll be working hard, but heading in the wrong direction.

Love you guys. Talk to you tomorrow.

Tim

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