When small and medium businesses talk to us about their digital marketing, we often discover how siloed their programs and initiatives are. This results in a lack of synergies, inefficiencies, and sub-optimal performance and results.
So what are the ways to drive your way to a data-driven slam dunk like a pro?
1. Set up a data warehouse to keep your operational data query ready
A centralized data warehouse is your foundation if you aim to deliver a seamless customer experience across all touchpoints. The warehouse will equip you for easy and voluminous analysis of your disparate data after collation.
This will empower digital marketers like you to collect, integrate, analyze and leverage campaign data and insights from every source across your multi-channel marketing efforts.
2 . Integrate your siloed data sources
Data-driven marketing is all about personalized communication, two-way dialogue, and just-in-time messaging, not interruption. The key, therefore, is a clear view and understanding of your customers and how your product and brand fit in their lives.
Profit in business comes from repeat customers, customers that boast about your project or service and that bring friends with them.
- W. Edwards Deming
When data is siloed, and multiple campaigns run without one unified view of the customer, it’s very likely your campaign is not being targeted correctly, or worse, your customer is receiving multiple messages that put her off. You risk losing a customer relationship you could develop over her life.
Hence it’s critical to pull all your campaign data from all touchpoints into one place. You can also integrate all your platform-wise campaign data into one single marketing dashboard. Over time and with the right tools, you can develop a unified customer view.
3 . Understand your prospects or customers
When you integrate your data, you start understanding not only the buying behavior of your prospect/customer but also the larger cultural contexts. How do they react to the changes in messaging? What content do they consume from your email and social touchpoints? This then enables you to sharpen your brand tone of voice and connect with them in a deeper way.
4 . Harness the power of data visualization
While insights from unified data and platform-specific campaign tools simplify two critical parts of your job, there is still that time of the month when you need to pull out performance reports, generate charts and tables, collate learnings and share with your CMO and business heads. Many digital marketers use Arena Calibrate, an easy-to-use, plug-and-play dashboard created by a group of expert performance marketers, to help simplify campaign reporting.
5. Optimize your campaigns, maximize your ROI
Integration, automation, and better insights before and after campaigns give you
the power to calibrate your campaigns, eliminate wasteful spending and extract the maximum ROI from your budget.
Call that a slam dunk, or just simply click to build your dashboard!