A Peek Behind the Curtain: Using Data Analytics to Optimize Digital Marketing Performance

October 11, 2017

Running a successful digital marketing campaign involves much more than designing ads and deploying them across social channels. To execute an effective campaign, we must first conduct research on who a business’s target audience is, which social channels provide the most effective means of reaching them, and how they prefer to interact with ads. Second, we must develop a research-based marketing strategy that effectively targets potential leads and creates recurring, customer-focused opportunities for this target audience to engage with valuable content. The third thing we must do to maximize the success of a campaign is to continually monitor outcomes and make adjustments based on marketing analytics from the campaign.

We use a variety of cutting-edge marketing tools to keep a finger on the pulse of the campaigns we run. Some of our favorite tools are:

  1. Google Data Studio, which allows us to build custom, easy-to-interpret monthly reports for our clients. 
  2. Google Analytics, which allows us to track ROI and user behavior so we know how prospective customers are interacting with a site. 
  3. Google Adwords, which we use to keep track of pay per click advertising, identify the strongest keywords, and more. 
  4. CallRail, with which we track, record and analyze incoming calls. 
  5. Adroll, which helps us keep track of prospecting and retargeting campaigns. 

And that’s just a few of the tools in our marketing toolbox!

Collecting and analyzing data around how users interact with your ads, blog posts and website provides actionable insights into which initiatives are working and which could use some additional tweaking. For example, when the data analytics indicate that one ad group is knocking it out of the park in terms of click throughs and conversions, we can use that information to not only recommend spending more of the marketing budget toward that ad group, but we can also consider what it is about those ads that struck a chord with the target audience. The insights we gain based on analytics from one platform can be applied across other platforms to further improve our overall marketing strategy. Furthermore, by staying abreast of which aspects of the campaign are underperforming, we can make informed decisions about which ads to turn off and when, or which blog topics and keywords to avoid due to high competition or lackluster results. In this way, monitoring the marketing analytics data ends up saving business owners money in the long run.

Now, being data lovers, we don’t expect you to take this post at face value, so we will leave you with a powerful statistic. According to McKinsey and Forbes, a strategy that integrates marketing analytics improves marketing ROI by a whopping 15-20%. Just imagine what those freed up dollars can do for your business.

If your business can’t afford to keep running a blind marketing campaign any longer, give us a call today to learn how you can harness the power of data analytics to guide your future digital marketing strategy decisions.  

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