It's no secret that it can be difficult for small businesses (SMBs) to compete with larger companies across the United States. In an effort to drive viewers to their websites and gain influence across the web, many SMBs rely on marketing analytics, which allow them to determine how successful their advertising campaign is. The more profitable marketing efforts are, the more money SMBs can allocate to this.

Here are some ways that your small business can turn marketing data into helpful information to advance campaign efficiency in the upcoming year:

Maximize information

As the owner of a small business, it's probably safe to say that you don't have lots of extra time to look into or explore new advertising efforts. That is why you need to make the most out of the analytics information that you do have. Once you have an analytics report, try to find a marketing agency that will help maximize your company's strength and minimize any weaknesses.

For example, if you own a catering business and see that web browsers are consistently clicking on the wedding section of your website, you may want to consider making more of an effort to advertise this service when optimizing your web page.

Spend money wisely

Analytics data that your SMB gathers may be more valuable than you know. Often referred to as "big data," this information allows small businesses to determine how effective their advertising efforts are, allowing less money to be wasted on marketing that isn't paying off.

This means, if your SMB caters to an older demographic, there may be a reason why your social media websites aren't getting a lot of hits. Stop dedicating so much money and time to perfecting your Facebook page. You may be better off, for example, using banner advertising.

In the World Economic Forum January 2012 report, Harvard government professor Gary King said, "It [big data] is a revolution. We're really just getting under way. But the march of quantification, made possible by enormous new sources of data, will sweep through academia, business, and government. There is no area that is going to be untouched."

If you want your small business to start off on the right foot this year, then what are you waiting for? Consider reaching out to a local online marketing agency like Key Media Solutions. Their experienced representatives will work on formulating an effective advertising campaign that fits within your budget and your company's timeline.