Access to massive amounts of data is something that’s relatively new to the marketing landscape, and it’s left some marketers panicking. It’s easy to get caught up in the conversation about data optimization and overlook the action needed to truly push your company toward using analytics to their greatest advantage.
At Movéo, we’ve taken steps to make room for data’s big impact. We’ve created a Data & Insights group that is staffed by talented data specialists, and we’ve shifted our approach to incorporate what we’ve learned.
We’ve found that one critical piece of the puzzle is to measure engagement. That word means various things depending on the setting or the company, but for us it means using data to develop a clear picture of what elicits customer response.
Data is a powerful way to glean new insights about what customers want and why they do what they do. It helps us inform marketing campaigns and business decisions with a depth of knowledge that was previously inaccessible. The challenge is that customer preferences, the things that get them down the funnel, aren’t easily understood from a survey or phone call.
The viral content producer Upworthy famously writes 25 headlines for each post and tests selected headlines against each other. Often, the headlines that draw the most clicks aren’t the writer’s initial favorites. This proves that data has the power to uncover customer preferences that are often unexpected.
Customer engagement has the power to directly impact your bottom line. What content marketing pieces get your prospects’ attention? What social posts elicit their response? Take a look at in-the-moment analytics to find the answer, and let that knowledge influence every strategic decision you make.
Image credit: Olga Berrios via Flickr Creative Commons
(Click here to expand)
