Growth Challenges: Reporting - Episode 68

Описание: Brian and Patience discuss the challenges and importance of internal marketing reporting for architecture firms. They emphasize that firms should track external advertising spend and outcomes, press coverage frequency and sources, website traffic, and which projects garner the most attention. However, they also stress that not all data is useful.

Firms need to align their reporting with their goals and desired outcomes rather than getting lost in irrelevant data points provided by exhaustive general tools like Google Analytics GA4. The takeaway message is clear: know your "why" when it comes to reporting, and narrow down what to measure based on how it aligns with what you're trying to achieve.

Highlights

Firms need to track external advertising, press mentions, website traffic, and user behavior to make informed business decisions. The potential for data overload and stresses the importance of measuring what is necessary to steer the business in the right direction rather than collecting irrelevant statistics. The importance of not only marketing data but also sales data, including the number of contracts closed, sources of business, and customer interactions, to get a full picture of the sales cycle and to distinguish between effective marketing and vanity marketing. The importance of starting with 'why' when deciding what to measure; knowing the purpose behind your actions should guide your reporting, rather than reporting for its own sake. The necessity of using available tools to evaluate the effectiveness of marketing strategies.

Episode Resources

Connect with Brian Jones and Patience Jones https://graphicmachine.com/   / graphicmachine     / graphicmachine     / patiencejones