Article

Categories Data & Analytics

Turning Questions into Insights

Using Omnichannel analytics to help you optimize marketing ROI by uncovering new pockets of efficiencies.

As a professional multi-channel marketer, you know all about the challenges involved in understanding your performance across all of your marketing activities. You probably use a multitude of ad management platforms involving a mix of search bidding, DSPs, DMPs, adservers, native social platforms, and more. All of the data coming from these sources needs to be put in perspective alongside your actual KPIs and business results, and the challenges of managing that process can feel rather daunting in today’s channel-saturated world.

 

As a result, you are probably collating data sources in Excel (or even in a data base using a visualization tool for reporting) and many hours are spent every week to produce reports with limited insights or time to drill down into details. The kind of questions that may remain without answers if you don’t have access to all of your data at a granular enough level – classified, cleaned and ready for slicing, dicing and drill-downs –  are really the questions that will help you drive your efforts in the right direction.

For example, if you use paid search, SEO, TV, have a team managing your social presence, occasionally making video buys on different video platforms/ad exchanges, you will want to know:

  • If a TV spot has been aired, where will I see an increase in customer interaction with my brand? Will people start searching for my brand name? Are they going to visit my Facebook Page? Will they start watching the videos we posted online? Will our paid video advertising have better view rate?
  • If I advertise on Facebook, do customers visit my website more often? Do they spend more time on relevant product pages? What about if I advertise on LinkedIn? Twitter?
  • Or, even more essentially: Do I see increased engagement when I advertise compared to when I don’t advertise? And how about messaging? Are certain ads driving more engagement than others? 
  • Most paid search marketers understand that a customer who uses brand terms to find our website probably already knows our brand. By driving traffic through the long tail on product or generic keywords, we are  

These, and many more, questions require answers to continuously optimize marketing programs. In order to answer these questions, you need data at your fingertips.

Today’s measurable marketing world means that success absolutely depends on information, and data–driven decisions should be the rule, not the exception. To make them, you need the right tools for the job. Namely, you need a platform that allows you to easily integrate your marketing performance data and quickly see where you can act to make better decisions.

Beyond optimization, understanding the impact of your efforts on the business’ bottom line is really what defines today’s marketer’s success. Ultimately, you want to know how you are helping your business moving forward. To do this, you need to be able to drill down into the cause and effect of increases in your bottom line.


If you uncover that sales have grown as a result of your last marketing program, was it because you pushed a certain creative to a more relevant user target? Did you uncover a responsive user group on a DSP and were you able to buy relevant TV ad slots directed at this same user group?


These questions can be answered by assembling your marketing data in our solution. To see how Datorama can help you sort, drill down and act upon your marketing data, drop us a line.


This post first appeared here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your blog promotion. I’m bringing you 30 proven places where you can promote your blog content and get great results.

Aleksej Durdevic
Aleksej Durdevic 7 December 2016
Read more
Top 10 Digital Branding & Marketing Trends for 2017

Top 10 Digital Branding & Marketing Trends for 2017

It’s time to re-evaluate and rebalance the digital approach for your company. Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Use it or lose it.

Gal Borenstein
Gal Borenstein 7 December 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What Mobile App Design Looks like in 2017

What Mobile App Design Looks like in 2017

They say ‘move with the time or the time will leave you behind’. Being a startup it is important for you that you understand the trends, and amalgamate them in your business in order to attain the targets.

Nasrullah Patel
Nasrullah Patel 6 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more