Everything we do at Looker starts with data. We track campaigns, conversions, referrals, meetings, and really everything else. We’ve done this since day three (on day one we were still sorting out what it was we were selling and on day two we were putting our desks together), so we have a good amount of data to work with.
When I started at Looker I knew a lot about statistics and Excel, but very little about marketing analytics. I had never been at a company where data played much of a day-to-day role, so it was never a problem. Then I got to Looker, and saw a whole new way of doing things.
While the basics were pretty easy to pick up (how many people filled out this form I really wanted them to fill out?), it took being around a highly data-oriented marketing team to learn the more nuanced aspects of marketing analytics. I was fortunate enough to be surrounded by a team that helped me through every weird acronym (CPL, CTR, MQL, BR, etc…), calculation, and tactic. Without a doubt, my first few months were a crash course in data-driven marketing.
Today, Looker is my go-to for all things data. The ability to deliver a custom dashboard to our events team allowing them to quickly focus marketing efforts on key target audiences was not only useful— it was empowering.
We think every marketer should have the tools and know-how to enable themselves and others. In pursuit of this goal, Looker & HubSpot have co-written an eBook on Marketing Analytics — How to Create Marketing Reports Your Boss Actually Cares About. We cover everything from attribution models to knowing how to ask the right questions, to scaling your report beyond your spreadsheet.
We hope this will be an asset to all marketers. In my experience, having the data to back up (or even contradict) your opinion is never a bad thing, especially when it comes to making reports for your boss. More than that though, trusting data and exploring it to find new opportunities can help you make better decisions that improve your performance and further your career.
So there it is, marketing, data, and a shameless plug for the Looker HubSpot eBook. Head here to see if it lives up to my hype (hint: it does).