Analyzing Marketing Data: Are You Doing It?

AnalyzePhotoWhether or not you have a successful marketing campaign depends largely on the strategy, its execution and the resources used. Every year, big firms invest many resources in marketing and communication campaigns to promote its products and services. At the same time, small companies fight to position themselves on the market, devoting time and resources to attract new clients.

However, whether the company is large or small, it is necessary to spend a certain amount of time measuring the expected results of each marketing campaign. Many companies forget this phase. Most of them waste much of the resources in unproductive activities.

Do you know what kind of content drives more traffic to your business’ blog? What are the strategies that are generating better conversions to your website? Does LinkedIn or Facebook work better as a social networking platform?

To answer these questions, you need to evaluate each marketing action. Be aware of a series of tasks, which are imperative to evaluating successful campaigns. They are:

Find out from what main channels the clients connect to your company. To know which channel is more appropriate to focus and attract potential clients, ask the questions: Is it online advertising? Organic searches? Social networks? Or emails?

Analyze the user’s behavior. In order to know if your messages are connecting or you need to rethink how to approach your target audience, check the company website. How much time do viewers spend on it? Which sections are viewed most? What is the bounce rate? For email campaigns, what is the aperture ratio? For example, if 300 emails are sent and 30 are opened, the aperture ratio is 10 percent. What are the click-through rates?  For social networks, what are the numbers of “likes?” How much of your content is shared?

Redefine your target audience. Analyze if you are attracting your target audience or whether it is necessary to direct your next campaign to alternative audiences to ensure customer loyalty.

Optimize your time. Discard those useless tasks that are not producing any fruit and devote time to trying new strategies that may.

At Visibility Marketing Inc., we are aware of the importance of data analysis. We interpret them to design the strategic marketing communication campaign that is best for your maximum exposure and results. This can ultimately save time and money.

About Montrie Rucker Adams

Montrie Rucker Adams, APR, DTM, MBA is an award-winning writer and public relations professional. As president and chief visibility officer at Visibility Marketing Inc., she leads the marketing communications and public relations company in strategic stakeholder engagement, making people, products and services more visible.