Feeling overwhelmed by marketing data is a clarity problem, not a capability one. Data only becomes useful when it’s attached to a decision. The starting point is website conversion rate, which acts as a fork in the road: a low rate means the website needs work, while a healthy rate means the next question is […]
I don’t understand my marketing data. where do I start? Read More »
Marketing analytics feels hard because people think they should already understand it. They don’t need to. Asking which channels drive sales, whether email converts, or what website traffic is doing is where analysis starts. The skill is being willing to ask, then following through on the answer. We all know I love a podcast, and
You Don’t Need to Be a Data Expert, Just Curious Enough to Ask the Right Questions Read More »
A good marketing ROI for a small business is around 5:1, or 500%. Five dollars back for every dollar spent. Below 2:1 you’re likely not covering costs, and well-targeted campaigns can reach 10:1. The formula is revenue attributed to marketing, minus marketing costs, divided by marketing costs, times 100. Ever sat down at the end
What Is a Good Marketing ROI for a Small Business in 2026? Read More »
Email is still one of the highest-converting channels for small businesses in 2026, returning an average of $42 for every $1 spent. It’s an owned channel, so reach isn’t controlled by an algorithm, and every open, click and resulting website visit is measurable. Segmented campaigns can drive up to 760% more revenue than unsegmented ones.
Patagonia proves purpose and performance can work together by grounding bold campaigns in data. The “Don’t Buy This Jacket” ad and the Worn Wear repair program both drew on audience behaviour, engagement trends and customer sentiment. Small businesses can do the same using Google Analytics, reviews, testimonials and sales conversations they already hold. Patagonia isn’t
Around 70% of online shoppers abandon their cart before checkout, and in Australia that figure reaches 83%. The cause is rarely price. It is a lack of follow-through. Cart abandonment emails can recover up to 18% of those sales, and retargeting ads work harder when personalised to behaviour your data already shows. You know those
The Real Reason Customers Abandon Carts And How to Win Them Back Read More »
To know which marketing channels generate sales, set up Google Analytics 4 and connect it to your CRM, then compare conversion rate, customer acquisition cost and ROI by channel. Apply an attribution model to credit the touchpoints correctly. GA4’s data-driven attribution assigns credit across the full journey rather than to the last click alone. As
How to know which marketing channels are generating sales? Read More »
Yes, blogs are absolutely still worth your time in 2026. Blogs drive organic search traffic, build brand awareness, and nurture potential customers through their buying journey. With tools like Google Analytics and Google Search Console, you can measure exactly how your blogs are performing and use that data to create content your audience actually wants.
MECCA, the Australian beauty retailer, uses customer data to personalise every touchpoint: its Beauty Loop loyalty program tracks purchase history, browsing behaviour and product reviews, which feeds tailored product recommendations across its website, app and stores. Personalised email campaigns and data-informed store layouts follow the same principle. Small businesses can apply this using their own
Brand building can be measured. Start by defining clear brand objectives, then track brand awareness metrics like social media mentions and referral traffic, monitor branded keyword performance in Google Analytics 4 and Google Search Console, measure customer sentiment through reviews and comments, and track brand advocacy through mentions and shares. As small business owners, we
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