Chelsea Fleeman

Marketing Specialist and FIU MSM graduate, Chelsea Fleeman, highlights that analytics are more than just statistics, they are representations of real people making choices.

“Data-driven storytelling. That is the value of capturing and interpreting marketing analytics for any organization. Many companies without a strong marketing presence do not understand the value of collecting and analyzing digital media numbers, but this is a huge mistake. No matter the organization, analytics represent real people who are interested in your brand. Whether they are potential customers or potential donors, you should treat every online number like a real life person who’s walking into your business. If they’ve engaged, what did they like about your messaging that made them stick around and invest in you some way? If they saw your messaging and left, what could you have done to keep them engaged? Don’t underestimate the power of data in your marketing strategy!”

Her perspective reframes analytics as human-centered, not mechanical. By recognizing each metric as a person with interests and motivations, organizations can create strategies that are both empathetic and effective.