Today’s marketers are faced with constant data explosion. Customer data is tracked from television spots, radio ads, direct mail campaigns, search, display and social media interactions. The ability to prove ROI on a campaign is never for a lack of the quantity of data available. But, the insights gained from this data and the actions taken set successful marketers apart.
With all the analytics software packages available today, it’s easy to find data, however, it’s never easy to interpret it. “Analysis Paralysis” is a very real threat. That’s why it’s important to tie your data to a technology tool that makes your analysis easier and gives your marketing dollars the opportunity to make a substantial impact. Here are four aspects of data analysis every marketer should invest in:
Real Time Analysis
A simple login to any analytics tool any time of day from anywhere in the world can tell an entire story about who is visiting your website, what they are interested in, what they’re clicking on, what they’re putting into the cart and what part of their life-cycle they’re currently in. Clients and executives know how easy it is to access data and expect reports and analysis at a moment’s notice. However, the key is being able to pull data together in a manageable way that clearly identifies problems so you can correct strategies and solve issues.
Make sure the reporting tool you use offers the level of detail and real time visibility needed to quickly show results. More times than not, marketers need the ability to make intra-day changes and need to see the results as they occur. Waiting until the next day to see if the keyword bid or auction increase is working for the business is often too long.
Vendor Agnostic Integration
Data analysis systems should be easy to integrate with your current platforms. Whether it’s API, .CSV files, FTP transfers or the likes, it’s imperative that all vendor data can be integrated into a single platform. Collapsing multiple UI’s into a single point of view not only saves time, but also enables marketers to spend less effort aggregating data so resources can be put toward analyzing and taking action.
Channel Agnostic Views
Data traditionally siloed as “broadcast”, “print”, and “online” is now far more channel-agnostic as consumers interact with a brand across multiple channels, devices, and formats over the course of their buying journey.
Multi channel/cross platform tools help you evaluate all media spend and entire marketing campaigns from a cross sectional, 360 degree view. Having a bird’s eye view of your data in one platform helps you make savvy decisions at the right time.
The best marketing analysis tools let you creatively configure results and leverage customer data to show the value of campaigns. Make sure the analysis tool you choose is flexible enough to create custom views to let you report on the results most important to your company.
For example, Google Adwords can be measured by Cost Per Clicks, impressions, keywords and much more. But, what Google calls a “conversion” may mean nothing to your bottom line. Results must speak the same language of your industry and company. Ensure that your back-end data is integrated into the vendor data so marketing and finance are on the same page.
To keep up with the excess of data available today, the modern marketing executive must maintain a holistic, yet customized view of their marketing program’s ROI – quickly and efficiently.
For a proven tool to keep you ahead of the curve, test out ConvergeTrack™, one of the most advanced tracking and reporting tools available to marketers today.