Welcome To The New Normal
Data Driven Marketing – Part I of 4
In one of my recent consulting assignments, I was asked to review the digital marketing practices of a leading travel company.
More specifically the Chief Marketing Officer of the company put me on the spot and wanted to know if I could help them acquire ‘x’ Marketing Qualified Leads (MQL’s) and convert them to ‘y’ sales over a 12-month period.
I paused, smiled, and asked them to give me a day to respond.
Over the next 24 hours, I reviewed the client’s current and past tactics, outcomes on their social and analytics platforms, and, their EDM stats for the last 10 campaigns on their current Marketing Automation Platform before coming back with a resounding Yes… Furthermore, I managed to come back not just with a plan to sustain their current marketing targets but grow them by 35% over the 12-month period.
If only things were this easy, every time!
Now, let’s roll this back to another client. The Marketing Director of a leading educational institution in Queensland asked me a similar question around enrolment figures.
This time around though, it didn’t take me 24 hours to respond, I got out of the meeting and in a few hours called back, clearly stating this wouldn’t be possible. At least not to their expectations.
So why wasn’t this possible?
Well, for starters, the client had dabbled in strengthening its online presence in the recent past but had never truly measured any of them, In the absence of these metrics the true indicator of the effectiveness of any campaign was driven by a combination of a subjective assessment through, offline enquiries recorded and end of month enrolment data.
Both of which were heavily biased by data entry errors and as such could not be referenced to make a data driven marketing decision.
So how can data-driven marketing help you deliver a stellar customer experience and increase your marketing ROI? This four-part blog series will unveil the benefits of referencing factual data to make objective decisions to influence your marketing strategy, plan your marketing mix and of course track campaign performance.
There are several ways of leveraging data and analytics in marketing decisions, this blog series will cover three main areas:
1. Strategic Insight
One of the most important benefits of advanced marketing analytics is that it allows marketers to understand their audiences better. Having access to precious insights, gives them the ability to create and implement campaigns with strategic precision.
No one likes generic content. In fact, according to one study, 74% of online consumers claim that they get annoyed when websites provide content that has nothing to do with their needs or interests.
Data-driven marketing gives marketers the ability to create targeted campaigns with personalized messages. More than that, they can deliver those messages at the right time and place.
3. Optimising Every Stage of the Sales Funnel
You can’t complete a sale if you don’t address every part of the marketing funnel. Data-driven marketing can help you build a marketing strategy that will convert visitors into leads and leads into customers. With marketing automation, you can build real relationships with your leads, nurture them and ultimately convert them into loyal buyers.
It’s easy to get stuck in a rut and use the same old marketing tactics. But as you may have often heard, what got you ‘here’, won’t get you ‘there’.
Savvy data-driven marketers are harnessing the power of data and analytics towards making winning marketing decisions.
Stay tuned for my next blog on leveraging data towards understanding your customer or your customer’s customer better…
If you want to learn more on how Blirt can help you make data-driven marketing decisions, open a dialogue with me on firstname.lastname@example.org or say hello here
About The Author
Raj De Souza is Snr Consultant at Blirt.
A senior marketing & technology leader with deep experience in automation, customer experience and technology solutions for business growth.