I like to look back at old data. It’s true. I look at site stats compared to a year ago. I look at click-through rates compared to a year ago. I even look at what people search for on my site compared to a year ago.
Why? Because I find fascinating insights. People’s search words change from year to year. It helps me stay on top of what interests them and that helps me plan editorial for Web Digest For Marketers.
Sometimes, click-throughs tell me the popularity of a given topic. I also notice clicks on ads and editorial build over longer and longer periods of time. This tells me to advise advertisers to leave whitepaper offers up for an extended time or make a webinar offered in an ad available after the fact by way of an archive. The 50-cent word for this sort of insight is “latency.”
The point is this: Look at campaign numbers and other stats more than just once or twice. Wait some weeks and months, and check in to compare the numbers with your last readings. Then, go back as far as a year later. I think you’ll be pleasantly surprised by what you find. LC