With endless amounts of data available to marketers – how can you make use of it without drowning? Our theme this month is about getting the most out of your marketing data. Keep reading and over the next few weeks, you’ll learn what questions to ask, where to find the data and what metrics you can use to create impact and not forgetting the obstacles to overcome as we guide you along your journey to getting more from your data.
We will start with the all important questions. Any questions you ask should be aligned with your business objectives, so you are using the data to help you answer what matters most. You could think about this from a couple of angles; firstly to give your stakeholders the information they are most interested in, secondly, you can use insights to position marketing as a strategic influence. But, where to start? As promised, check out these 8 awesome example questions…
They could be performance-based:
- What’s working well? In other words, what should you continue or double down on
- What’s not working well? In other words, what should you review, critique, test and stop or change
They could be trend-based:
- How has our marketing performance changed over time?
- How does our marketing performance vary by location?
They could be channel-based:
- Which communications channels are delivering the highest returns?
- Which communication channels have the highest engagement?
They could be cost or ROI-based:
- Where are we getting the best returns?
- Which comms channels deliver the most leads, conversions or sales?
When you start asking questions that are aligned with your business objectives, you will find the data you have becomes powerful in helping you demonstrate performance against your goals and ultimately create value over confusion for yourself and your team and stakeholders. We hope these questions have inspired you to think – which are relevant for me and my goals?
If you have any questions for us, please feel free to email firstname.lastname@example.org.
Written by Helen Ward.