Data in Marketing
The days depicted in Mad Men have long since passed in the marketing realm. Gone are the 2 martini lunches, trysts with secretaries and firing from the hip. Now marketers rely on so much more than making decisions based off their gut.
As the world becomes more and more grounded in technology, marketing has moved with it. This change has also allowed for a lot more data to be collected. In turn, this data allows for better and smarter marketing. This data can include an almost infinite amount of trackable stats. Some of the most useful are found in Google Analytics, because as we all know, Google is king of the internet.
If you are new to the digital side of marketing, then know that Google Analytics should be the first thing you want to get set up in association with your website. Some of the important data that you will want to track is: demographics, traffic and behavior. The reason these three are important is that it is actionable data that you can use to sculpt your marketing.
Demographics are important because it provides you insight as to whom is visiting your website and responding to your marketing. If the demographic you wish to attract is not reflected in the data collected, then you know that you need to modify your approach in order to attract your ideal customers. At the same time, if this demographic is different than whom you initially expected to be your target market and is converting to sales, then perhaps you should pursue that segment even more aggressively.
Traffic entry grants insight into how you are being found. If you are employing a marketing agency to do ads and SEO, this is a phenomenal way to track their progress and success. It can also indicate where to focus your attention and ad buys if you are doing that in house. For instance, if you see a massive % entry from social media, then you may re-evaluate your spend to gain more eyeballs from that.
Behavior is a bit more complicated. Depending on how tech savvy you or your team are, you can track down to the exact pixel that someone’s mouse in on. On the lower side of the behavior tracking, you can follow which pages people visit, for how long, and at what point they leave your website. This can serve to highlight if your copy is too long/short or if your website’s layout is confusing. Again, this gives you actionable information so that you can modify your approach and grow your business.
All of this data helps to refine your digital presence and improve your website.
The possibilities of data based marketing is infinite. This is just the tip of the iceberg to get you started! If it seems a bit out of your tech range, feel free to contact us to help you elevate your business!
