Build Your Marketing Muscles - Small Business Marketing Strategies · Gwen Montoya, Gwen Montoya - Marketing Strategist

Get Smart With Analytics: Tips to Make Better Marketing Decisions

·13 min

Gwen opens by welcoming listeners and framing analytics as a way to get better results from marketing. She admits that analytics can feel scary, then promises to walk through it in a way that feels more manageable. The point is not to get lost in numbers. It is to hear the story those numbers are already telling. She starts with the frustration of shouting into the void on social media. Likes may be missing, comments may be rare, and it can feel like nobody is listening. But she asks listeners to look past that first reaction. A post with little visible engagement may still hold attention all the way through. She uses that idea to separate the loud signals from the useful ones. From there, she shifts to email, which she describes as the warmest audience because those people already opted in. Open rates still get attention, but she notes that privacy updates have made them less reliable as a benchmark. Instead of treating opens as the final answer, she steers listeners toward clicks. Clicks on product links, service links, blog links, or video links show what people are actually choosing. Over time, those patterns can reveal which links and information create real traction. The same logic keeps the focus on audience behavior rather than surface-level metrics. She brings the lesson back to connection: analytics help a business meet people where they are and share the right information so they will buy, follow, or work with the business. She closes by pointing to an analytics tracker and invites listeners to use it to start watching their own numbers. The episode ends with an open invitation for questions and comments, keeping the tone practical and approachable.

As heard by us

A calm read on what marketing analytics can reveal beyond likes and comments.

The episode treats analytics as a practical way to see what is actually working in marketing, moving from social media to email and the website.

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Why you'd press play

Your analytics stops feeling random.

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