Data can help predict success, but can it also prevent failure? Today, we will discuss how far data predictions can go in keeping your marketing on track, and how they can help marketers avoid potential roadblocks or problems in a campaign.
The most important — and easiest — way to use data for predicting potential difficulties is by looking at past operations and roadblocks. You may find that some of the mistakes you’ve made are actually habits, and seeing the data can help you identify and fix them before they enter your next campaign.
On Wednesday, we discussed different metrics that lend themselves toward predictability. By using these, you’ll be better equipped to move over roadblocks and stay on track. However, it’s not a bad idea to use multiple KPIs in tandem to see where you may have roadblocks in the future. For example, if you’re implementing a new keyword strategy in your next campaign and see that a certain phrase doesn’t resonate with your target audience, think about how you can convey that idea in a different way.
What may seem like a roadblock at the moment may only be a slight hiccup to your overall campaign. If you’re focused on revenue, a dip in social media interaction isn’t going to be the end of the world, so ensure that you’re prioritizing operations so that you’re staying aligned to main goals, not secondary tactics.
You need to be able to communicate with other departments, especially sales, to ensure that your operations are setting them up for success. Oftentimes, a roadblock stemming from a marketing issue doesn’t appear until further into the sales cycle. Make sure that you’re well aware of how other departments operate and what their main needs are so you can predictably provide them with a steady flow of quality leads.
Let us know: how are you avoiding future roadblocks in your marketing?
Photo credit: OpenDataInstitute via Flickr Creative Commons
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