Have you ever tried cooking in the dark? Most of you would be shaking your heads — of course not! It is careless and totally unnecessary! Over 60% of organizations don’t give a thought to marketing analytics when they are planning marketing strategies! Just like cooking in the dark, planning an expensive marketing strategy and ignoring valuable marketing data is reckless. In this compact yet comprehensive article, we will help you figure out how you can use marketing analytics to your advantage.
Here’s and make your business boom!
Table of Contents
What is Marketing Analytics
As hard as it sounds, analytics is pretty simple – you measure, manage, and analyze the marketing strategies you have put into play. Doing this not only improves the effectiveness of the techniques but also lets you visualize the trends and customer insights. You can see how your marketing efforts are generating revenue for you. You can monitor all the marketing campaigns — this will help you manage your financial resources in a better way!
You need to research and understand the market trends to see why some of your campaigns are doing great while others are badly failing. When you analyze a few examples, you will clearly start to see the bigger marketing picture. There are various marketing tools available online that are effective when it comes to putting data analytics to use.
Let’s take a look at a few examples to brush up on your marketing education!
Commonly known as click analysis, these kinds of tools focus on the things that matter the most when it comes to your business. For instance, if you own a marketing education website that provides research papers to a student preparing for his MBA exams, the number of downloads for particular essays will be a point to monitor. For example, if a student visits a website when shopping essay actual topics before exams, he will most often search through the list of authors available before hiring a writer.
The number of clicks on each writer’s profile will tell you how beneficial the student essays are for your website. Similarly, if you have an e-commerce website, the cart of your online shopping mall will be a point to focus on. These tools allow you to track the user’s actions while they are scrolling through your site. There are various event-based tools that you can use, such as MixPanel, Heap Analytics, Oribi, and KissMetrics.
Want to know what your customers are thinking without doing a lot of research? Customer surveys are your best friend. You can ask them different questions by going through the examples of your marketing campaigns and gain an idea of how the strategies are faring with the customers. For example, if you publish books and essays, a customer survey will help. You can ask the students what books they read, what exams they are preparing for, how their campus life is, and whether they prefer paper or e-books.
It will give you an idea of what kind of books a typical student reads on campus so that you can update your inventory accordingly. At the end of the surveys and exams, you can offer them a campus discount or a freebie as a bonus!
With the help of testing tools, you can test multiple message variants and features and see how people respond to them. Testing allows you to collect real-time analytical data — you can’t keep on working using assumed data all the time! You can use features such as in-app notifications, push notifications, etc., to connect with your users. From Optimizely to VWO, you can find a multitude of such testing tools online and see which one fits your needs perfectly.
Visual Behavior Tools
Need a feature that lets you monitor how much time a customer spends on your website and see what he is looking at? In come the visual behavior tools! With the help of cursor movement, the tools let you figure out what the user looked at the most. You can use this data to rearrange your user interface and bring a positive change to your website. You can use Hotjar and Crazyegg to create a visual analysis paper and a lot more.
To make sure all your hard work is paying off, you need to brush up on your marketing education. Hopefully, this article on how to learn marketing analytics has provided you with a crash course in giving your business a much-needed nudge in the right direction.
Here’s to your successful business!
James is the head of marketing at Tamoco