Any B2B marketer needs to be able to justify their marketing efforts. To do so, many marketers turn to web, social, and email analytics. Unfortunately, these types of analytics only tell you what happened. You lost traffic to a page, a bounce rate is climbing, a social media account is failing to engage, or your newsletter is cratering. These tools never tell you why this is happening.
But knowing why matters. If you understand why customers are failing to fill out a form, don’t click through to a piece of content, or stopped visiting your site, you can make meaningful changes to marketing tactics and strategies.