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.

fvD9myEgRued3zLne2GS_500x333.jpg

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.

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
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
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
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
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more