Data Driven Website Marketing Plus Tips
First, what is data-driven marketing? Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformative changes in digital advertising that has ever occurred.
The data used for this kind of advertising can range from market research for identifying a target audience, to sales and customer interaction data.
Advancements in marketing technology over the last few years has created entirely new opportunities to make informed decisions to influence your audience.
Your website is your company’s online storefront and or center of communications, projects, charities and more. On top of being the hub for most of your digital marketing initiatives, it is also the channel that can give you the most insight into prospect or customer behavior. Website data can tell you how well your advertising campaigns are performing, what your customers are looking for, and where you might be missing the mark.
Your bounce rate shows how often people visited your site and left without any meaningful engagement. When bringing visitors to your site, a high bounce rate can indicate that your marketing and advertising are driving traffic to a site or page that does not have the relevant information the user was expecting. Data like this can help you fine-tune your messaging across channels to create a better user experience on your website.
Whether your website is structured around different products, services, or locations, page views give you insight into which pages matter to your audience. You can also measure visitors’ time on page to determine which content is most helpful to your audience.
Your website data also includes exit pages to give you an idea of where your users are leaving your site, which is an especially important metric for businesses looking to convert traffic on their website. Use this data to understand why people are leaving your site, and improve these pages to increase time on site and conversions.
Google Analytics is a great (and free!) tool available for businesses of all sizes to gain website data.
“Arguably, the most important evolution in the history of marketing is the ability to understand what data you have, what data you can get, how to organize and, ultimately, how to activate the data,” says Mark Flaharty, executive vice president of advertising at SundaySky, a tech vendor leveraging customer data to create and deliver one-to-one marketing videos.
I use Micro-Sites as well.
You can begin mining data by building a unique customer identifier to connect disparate data sources at the customer-record level. This will provide insights into the entire customer experience, such as what’s happening in the dealer channel, point of sale, complaints or service calls from the call center, online recommendations, referrals, warranty data, enrollments, renewals, and subsequent purchases.
Give the data and numbers a meaning outside of their numerical value. This is done by first knowing what your goals are and the KPIs that will have an impact on those goals.
Source data creatively. You can encourage a more comprehensive look at internal data, that may be sitting on their systems, by being specific about the business problems and opportunities they need to address. Considering that marketing is very dynamic in nature, marketers need to get creative about the potential of external and new sources of data. Social media generates terabytes of nontraditional, unstructured data in the form of conversations, photos, and video. streams of data flowing in from sensors monitored processes, and external sources ranging from local demographics to weather forecasts, all that is relevant can be added to the data sets.
Once your team sees how these indicators can positively (or negatively) affect your progression towards a goal, then these data points become more tangible than simple numbers on a spreadsheet. Tangibility is key to making people care about, and want to use data.
Data is of utmost importance, but competitive advantage arises from building analytical or advanced statistical models which can help marketers to predict and optimize outcomes. To make your data-driven marketing strategy successful, identify an opportunity and determine how the model can yield better performance, probably help you with designing targeted campaigns, ROI driven promotions etc. Since it’s about data, the risk-taking marketers can try and play around a bit with data modeling.
To succeed, marketers need to understand the new approaches of capitalizing their data, align them with decision making, build technology and provide a clear blueprint for realizing business goals.
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