This past month, the annual Digital Summit took over Dallas to cover all things digital marketing. Converge’s CEO and Founder, Rob Kischuk presented at the largest digital gathering in the region and took on the topic of analytics and data in marketing. Below are two takeaways from his presentation with his overall goal being to educate marketers and promote forward thinking when it comes to marketing insights and analytics.
Takeaway 1: Everyone Has A Marketing Data Problem
Whether you are part of an enterprise company, a small brand or a marketing agency everyone is experiencing a data problem. There is so much of it- we measure EVERYTHING, it’s hard to automate the process and understand just exactly what you are looking at it. There are people spending 60% of their time, two weeks of the month gathering data from the previous month all in order to understand their strategy and justify their spending. But it doesn’t have to be that way…
Takeaway 2: Data Is Actionable
If you are feeling overwhelmed with all the data you are collecting bring it back to the basics. You don’t need to be a slave to data collection and measurement! There are three things you can do to figure out if and what you are collecting can really make an impact on your marketing strategy.
1. Single Channel- Measure Each Data Channel Well
Before you can do anything else you have to make sure you are measuring each channel the right way. Don’t try comparing anything until you have an understanding of what and how you are measuring metrics in each specific platform. Once there is an understanding among your entire team you then should start looking a commonality between channels in the metrics you are tracking…
2. Multi-Channel- Make Different Channels Comparable
Now that you have your foundation established for picking the metrics you want to track you then need to figure out what metrics are found throughout platforms. Of course, no one makes this easy, every channel has a different name for basically the same metrics. It does make it harder to figure out what to compare but when you choose metrics that are found across platforms it makes measuring and analyzing your strategy overall a whole lot easier.
An example of trackable metrics across social platforms would be:
3. Make It Real- Link Digital/Social Data Back To The Offline And Core Of The Business
Almost all of using marketing metrics are trying to show patterns, correlations and ROI on marketing platforms. It’s easy for marketers to stick to the basics of comparing social or even adding web analytics into the mix but when it comes to offline channels very few brands go there but it is possible.
Imagine an entertainment brand whose TV show has a Facebook and Twitter page comparing their Neilson ratings with content they are posting about or promoting the show to understand if there is a correlation there? It is possible to bring all that data together and look at it within one marketing dashboard.
Wrap It Up
Even if you have your marketing strategy mapped out, there’s always an opportunity to stay ahead of the changes, technologies, algorithms and analytics tools available now. Here is a link to Rob’s presentation:
We hope you are able to apply what Rob talked about at the Digital Summit immediately and optimize a better strategy for your marketing and insights.