Use the Data ??

Data-Driven Marketing

Data is the best friend of digital marketers, giving us valuable insights into our competitors, our industry, our clients, and even ourselves. Failing to interpret the data correctly, however, can throw even the best-laid plans off-course.

Recently, Chris Penn, a data scientist from?Trust Insights, sat down with the?Content Marketing Institute?to talk about the four ways that data and analytics oversights can harm your campaigns.?Watch the video here.

He makes a lot of valid points about the way that marketers measure and collect data, but we’ve got one more thing to add to his list. One more glaring, data-based oversight that can throw a wrench in your campaign? Failing to ask why.

When you collect data, how are you looking at it? What are you cross-referencing it with to come to the conclusion about what needs to be changed in order to meet your goals for the campaign?

Say you were producing a bi-weekly email blast for a client. The open rate started at 14%, already pretty low, but continued to tumble with each passing week. What should you change? What is the data pointing to as the barrier to these email’s success?

Many would probably solve this by redeveloping their entire email marketing process, but the answer involves much less work. You’ve either got?an email list full of duds?or your?subject lines are falling flat. Focus on fixing these before going back to the drawing board on a crucial part of your campaign.

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