Article

William Yates
William Yates 10 March 2016

Customer Engagement: Big Data Or Big Ideas?

Today, marketing automation (MA), pay-per-click (PPC) and Programmatic Advertising (PA) campaigns, along with social advertising all generate huge quantities of performance data, barraging even experienced marketers with mountains of campaign information.

The reality is that while some of this data is extremely useful, a significant amount of it is extraneous to campaign performance and if used as a basis in strategic campaign development, may easily derail your marketing objectives, through distraction.

photo-1453053507108-9f5456eb481f_500x333.jpgDerailed by data?

In the hands of inexperienced digital marketers, data seems to offer myriad insights into target market prospect and customer behaviour, thereby casting an almost magical light on strategic options in future marketing campaigns.

But campaign performance data is almost completely misleading and irrelevant unless it is highly focused, and has been specifically added to the performance metrics to deliver highly specific information.

Keeping it simple

For example, data needs to be drawn from, and laid against, precise campaign touch-points – such as the performance of a specific call-to-action touch-point along the buyer journey – and therefore allowing data to deliver specifically on one simple metric.

 

When these simple call-to-action metrics are examined sequentially against other touch-points in the buyer journey, data will form a clear picture of campaign development and hopefully indicate greater visitor engagement as prospects become increasingly engaged with the campaign.

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Less is more

This simple example metric – increasing prospect and customer call-to-action engagement along the buyer journey – will be critical in the future development of the live campaign as it illustrates precise campaign impacts at highly specific points of contact.

What this process does is reduce the blizzard of information data delivers to a level where it provides manageable, meaningful information to enhance the performance of live campaigns, while providing information on which to develop a strategic framework to future campaigns.

Strategy through data analysis

This is where big data can start to build big ideas, allowing you to use what you know from selected, highly specific areas of data to create and continually enhance live and future campaign development as you analyse data in real time.

And what this means in live campaigns is that because you are now working with highly specific and simplified metrics on live campaigns, this can be done in real time, allowing for your communications to be shifted dynamically, keeping you ahead of your competitors.

Agility is key to success

What achieving success through data really means is the careful, pragmatic selection of precisely what you need to know from a campaign to make it resonate closely and engage more effectively with your target buyers.

This means data – or information – is restricted to precisely what is required to build and nurture prospect relationships and keep them moving through the sales funnel. In other words, stay focussed on your objectives, and don’t get blinded by the data blizzard.

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