Data, metrics and analytics continue to be a hot topic for marketers in 2014, and that won’t change anytime soon. Everyone knows that optimizing data is key to successful marketing campaigns. The challenge, however, is understanding exactly what data is necessary for your company and how to utilize it in decision-making. Despite the new tools and reporting capabilities that are increasingly accessible to marketers, some questions still remain: What data is important? What data matters for my company? How do I translate data into actionable solutions with bottom-line impact?
As we mentioned in February, Movéo formed a Data & Insights group this year to enhance the services offered to our clients through increased data optimization. While the questions described above are still difficult to answer for individual companies, we can offer one key piece of advice that is critical to your marketing strategy, social media included.
The key to optimizing parts of your strategy like lead nurturing, social media and content marketing lies in your ability to understand what your customers are doing and why. With that knowledge, you can begin to shape decision-making in a way that truly impacts the bottom-line. Data offers access to our customers’ habits, but how do you use that information to understand their needs and intentions?
It’s tricky, but it’s possible. Because marketers are equipped with tools to understand customers better than ever before, we recommend working with your company’s leaders to develop an engagement measurement system. When you measure the engagement of your leads, prospects and long-time advocates, you understand what’s adding value to their lives and can begin to determine how to provide more of it. Once you discover what sets of data provide that understanding for your company, you’ll be better situated to provide customers with the right pieces of content or products at the right time.
Photo credit: Transgrimes via Flickr Creative Commons
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