How did marketers create their marketing strategies in the past? As things were not digital, there was no way for them to collect and analyze consumer data to build a solid, data-driven marketing strategy. When it came to assessing the success of their marketing efforts, they had to rely on their gut feeling. Today, we can take a more scientific approach to create and measure the success of our initiatives.
Relying on Intuition
Many marketers today rely on their intuition, even though analytics tools are becoming more effective and accessible. But why? According to the B2B Data Activation Priority report, about 52% of surveyed companies (500 in total) said that their marketing decisions are data-driven. Only 42% of them believe that their organizations are capable of turning data into actionable insights on customer needs. The majority of businesses also struggle to manage the variety, volume, and velocity of data.
However, there are all-in-one E-commerce platforms that can help organizations feel like they can take the analytical approach to marketing.
Analytical Approach to Marketing
We can define marketing analytics as the practice of managing, measuring, and analyzing a brand’s marketing performance. It is done for finding what strategies work best to maximize their effectiveness and ROI (return on investment). By understanding data insights, marketers can minimize wasted marketing resources while becoming more efficient at their jobs.
Customer data can help you understand current customer trends and preferences. You can monitor your campaigns and measure the results. For example, keywords are one of the most important performance metrics. They tell us exactly what’s on the mind of your potential and current customers. Keyword data can be used in optimizing digital marketing strategies, but also in other business processes, such as customer support, customer surveys, product design, and industry trends.
How to Make Your Promotion Data-Driven
Let's take a look at some of the keys to making your marketing efforts data-driven.
1. Embrace automation
With the sheer amount of data that’s pouring through different channels, marketers would be overwhelmed if it weren’t for automation. You want to use every piece of information that you’ve acquired, so manually going through it would be a waste of time. Let an algorithm do all that for you.
2. Personalize your marketing campaigns
Communication is becoming increasingly customer-centric, and thanks to innovative analytics tools and big data, marketers are able to tailor highly targeted campaigns with personalized communications. Marketers now know what kind of marketing messages to send and when.
3. Optimize multiple marketing channels
Leads generated from website forms respond differently to leads generated through Facebook. If you run a multichannel marketing strategy, analytics can help you identify which messages evoke the right user behavior as well as which content format works best (blog post, infographic, social media video, email, etc.).
4. Enhance customer experience
An analytics approach to marketing provides an omnichannel communication that helps improve the customer experience. Customers want information that’s relevant and useful, so it’s important they receive the same information across all channels.
5. Boost engagement
Thanks to data-driven marketing, you will be able to produce more personalized content that carries a message that caters to your customers’ needs. In turn, they will respond by engaging, sharing, and liking your content. In the long-run, this leads to brand advocacy, loyalty, and increased sales.
DG1 is an all-in-one platform designed to meet your marketing needs. You can build 360° client databases to learn more about their preferences and interests, as well as monitor your campaign performance (e.g., subscribe and unsubscribe stats, email open rates, and clickthrough rates). Automate your tasks, set up multichannel marketing campaigns, and communicate with your customers directly via email, push notifications, and SMS.