The coming together of science and aesthetics
In marketing today, you need both the analyst and the artist and to be clear, they are different types of people. The artist is not driven by logic or numbers and the scientist makes decisions based on the numbers only. But when you bring these two skills together effectively your marketing can move to a new level.
What happens if you don’t unite these two forces?
You lose money!
BUT, what happens if you unite them?
You start learning about people and improving you Return on Investment.
The key element you mustn’t lose sight of
Your customers are people – they are not machines, numbers or some unknown entity.
And, you need to engage them with your world, but how?
For many this tool is looked at once a month, if used at all, where the number of visitors and perhaps the bounce rate, number of pages visited and time on the website are viewed – BUT this is like having a Ferrari and then placing a brick under the accelerator and wondering what all the fuss is about!
Analytics can tell you so much about your business, but and this is a big but, you can drown in analytical data because there is so much data to look at. The key to successful analysis is about identifying the critical data and spotting the important correlations between data.
Facebook and Social Media
Facebook is another platform that has a staggering amount of data that can be analysed to help grow your business and all the channels provide more and more data, to both help and encourage the business to use and achieve better results from using their platform.
There are many other channels, such as your email marketing system, heat map, scroll map, mouse tracking and various other tracking capabilities such as link click tracking to better understand how people move about within your online world.
The trouble is all this data is on different platforms, needs to be correlated and the end results compared with the overall business objectives.
How much time is spent analysing data?
Big data is talked about a lot and if you can afford to tap into a big data source it can make a difference to your marketing.
We now spend 40 – 50% of our time analysing data.
On top of this, new capabilities keep changing the data that’s available and we must investigate what value this new data has and how it’s used.
We always look for correlation between what we do and the results you need for your business, because the bottom line is, if you use our services you’ll want to see results, as do we.