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 »
Data storytelling turns raw numbers into context people can act on. Spotify Wrapped is the clearest example: the same listening data most platforms bury in a dashboard becomes a personal story users share each year. For small businesses, the principle holds. GA4 data only becomes useful when it explains what happened and what to do
Why Data Storytelling Matters (And How It Can Transform Your Marketing) 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 »
Relying on one marketing channel limits growth because buyers move across several before they convert. A typical journey runs from Instagram to Google search, then a website visit, then email. A workable marketing mix combines paid advertising, organic social, SEO, content and email, tracked together in Google Analytics 4 so each channel’s contribution is visible.
Why Relying on Just One Marketing Channel is Holding Your Marketing Back Read More »
A good website conversion rate sits between 2% and 5%. Ecommerce businesses should aim above 3.2% by Shopify’s benchmark, while service-based businesses convert well at 2% to 3%. Calculate it by dividing conversions by total website visitors. Google Analytics 4 shows which pages, channels and traffic sources convert best. Do you know what your current
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