Bridging the Gap: Communicating Analytics for Non-Digital Marketers

Digital marketers have a powerful tool: analytics. The challenge, however, lies in translating that data into a compelling story for non-digital marketers in the organization. Analytics can often feel overwhelming or too technical to those outside the digital space, making it essential for digital marketers to refine how they communicate these insights. Here’s how to bridge that gap and create a narrative that resonates across the organization.

1. Start with the “Why”

Non-digital marketers may not inherently understand why the data matters to them. Begin your story by addressing why the analytics are essential in the broader context of the organization’s goals. Whether improving brand awareness, increasing sales, or driving customer engagement, framing your analytics around a key business objective immediately makes the information more relatable.

For example, instead of saying, “Our website’s bounce rate is down by 15%,” start with, “We’re seeing more visitors engage with our content longer, which could lead to higher conversions.”

2. Translate Metrics into Meaning

Many non-digital marketers might not be familiar with terms like bounce rates, impressions, or conversion paths. Use relatable…