How Data-Driven Analytics Work for Strategising Digital Campaigns

The fundamental shift in marketing has led marketers to turn to the most reliable source of information – the customers data. This data has the potential to be the most valuable source of information for your marketing plan. When it comes to your digital campaign, every marketers aim is to let their campaigns run on autopilot, leaving them to focus on the creative side of testing, optimising and analysing. Here’s where marketers can benefit from customer-based data. 

Digital marketing analytics is the translation of customer behaviour into actionable business data. This helps marketers make better decisions, decisions that in turn delivers better results for your digital campaign. Almost 2 out of 3 leading marketers say that decisions made with data are superior to those based on gut instincts. Today, marketers can enable digital analytics tools to examine the many online channels their buyers might interact with and identify new revenue opportunities from existing campaigns. 

Examples of how to brainstorm and implement your data-driven marketing campaigns:

Demographic data

To improve your ad campaign performance, marketers use demographic data for their campaign planning. Implementing this gives small as well as established business owners an edge in marketing products and services to generate more revenue and profit margins. Knowing your target demographic helps you create a better audience base and reach them on the platforms they frequent most visit. With the use of the generated data, marketers understand the overall consumer spending habits and household income. 

There are plenty of ways to dig into the demographics. Here are few basic tools every marketer can enable:

• Social Media Analytics
• Google Analytics
• CMR (Customer relationship management)
• Surveys

Implementing these tools also allow you to segment your audience for more effective marketing.

Weather data

Integrating weather data from various parts of the world into a single dashboard helps an ecommerce business understand consumers buying patterns as per their location. For instance, an ecommerce winter sports apparel store faced a serious challenge. They want to identify when people start buying winter clothes from every location of the world they are accessible to. They also wanted to run ads at the right time. Here’s where data comes into place as businesses and marketers use data analytics as a twin-edge weapon – to keep up with clients demands and trends.

Cross channel marketing data

Using trends/ data from one marketing channel to inform another helps marketers avoid taking risks, giving a better chance of success before investing their money. For example, using PPC data to optimise your web copy for SEO. Running a PPC campaign for a small period helps you learn about the actual search volume and get the right combinations by looking at the keyword query report.

Campaign segmentation

Another data-driven marketing strategy includes measuring the success as a series of smaller steps as this makes room for optimising and improvement. Data makes this process recurring and helps in diagnosing the problem, whilst exploring new trends. For instance, to introduce a new feature, digital marketers advertise a campaign to promote it. After a while, it is vital to optimize your marketing funnel to look over every move of the users; every step taken is always unique than the other. If you notice a lot of users leaving the funnel, you need to figure out a way to diagnose this problem. This will lead to an optimised result far more impressive than your expectation.

Email data

Email delivers the highest ROI for marketers! Whether you want to grow your business, acquire new customers or promote a product launch, marketers turn towards email; as it is the channel generating the highest ROI for marketers for 10 years. Email is 40 times more effective than any other social media to acquire new customers. 

In order to increase the likelihood of getting your message noticed, digital marketers can also use PPC to get more data from your email list. You can give your strongest marketing channel an extra push by creating personalised templates, mobile-friendly templates, dynamic content, boosting email automation, creating segmentation according to the demographic data generated etc.

Importance of tracking your campaigns

Continuous collection of data throughout your campaign requires a successful data-driven marketing strategy. As you proceed with your campaign using the collected data, you can use those data you identified earlier to keep track of your campaign’s progress. This will help businesses figure out what is working well and what isn’t. 

You can keep daily track of your campaign with the help of Website Analytics, Ad network, conversion tracking, phone tracking, CMR tracking, KPI dashboard tracking etc. This gives you a clearer view of behaviour attributes present in consumer interaction and how these attributes impact the success of your campaign.

These data-driven strategies and metrics work effectively to measure the results of your campaign as well as facilitate planning for your next campaign. Using data can help you reach your goal but implementing it is the real deal. Invest your time in learning trends, explore, and figure out creative ways to add touchpoints to your campaigns. 

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