I have to admit, I’ve never been any good at maths. At school, I positively loathed the subject. But, ever since I studied for the Chartered Institute of Marketing (CIM) Diploma, it’s fair to say that I have become obsessed with business figures and statistics.
Most people consider marketing to be a creative, arty-type pursuit, but, it’s far more science-based than you’d think. Part of the CIM training includes learning to read a balance sheet and a P&L statement.
One thing I always set up for my clients is a dashboard. Inside the dashboard are the critical measures needed to identify which marketing activities are most successful and where there are ‘holes’ in the marketing programmes. The data for this comes from the business’s accounting processes, social media platforms and, most importantly, by using Google Analytics.