In order to be competitive, you must be data-driven and make decisions based on the facts and numbers. Otherwise, you risk obsolescence.
Running a successful organization requires both subjective and objective decision-making. It’s impossible to grow without a healthy mixture. Not enough subjective decision-making, and you’ll end operating independently of what’s actually happening in the real world.
Not enough objective decision-making, and you’ll chase emotions and prejudices.
Most marketers have rely too much on subjective decision-making. We have access to more data-driven tools and resources than ever before. If you want successful campaigns, turn your attention towards them.
Many marketers don’t invest in data-driven marketing techniques because they aren’t sure where to start. Here are a few tips to get going:
1. Set goals.
Even the best tools and resources won’t mean anything if you don’t have goals. You’ll become overwhelmed.
You have access to more data than you could ever imagine. You could collect a data point on any issue or problem. Though this may seem good, it’s dangerous. Many brand managers drown in data because they don’t have any idea what to do with it.
Make sure your goals are numbers-specific. Don’t say, “I want to grow my website traffic.” Instead, say, “I want to generate 25,000 visits per month by March 2017.” Quantifiable goals can guide you.
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2. Choose the right tools.
Once you’ve set goals, get tools that let you collect and analyze data. A marketing dashboard is a great place to start. This acts as your control center—a place where you view what’s happening in real time.
You’ll also need website plugins and standalone analytics tools for collecting data. For websites, Google Analytics is the ideal place to start.
3. Learn to love split testing.
Data-driven marketers have a love affair with split testing. So should you. There are numerous tools and strategies to gather data and apply those insights fast, but nothing beats an old-fashioned A/B test.
With A/B testing, you can try variations of a design, title, image, layout, etc. and quickly make choices based on results. The good news is that A/B testing is extremely simple and intuitive—provided you use the right tools.
4. Don’t expect data to tell you everything.
Many marketers wrongly believe data can explain everything. Though there may be a data point for everything, this doesn’t mean you should rely on it.
Use data as the starting point and proceed to make decisions with a wealth of balanced information, insights and opinions.
5. Make data a priority.
True, there’s much to be said for subjectivity in marketing. A certain amount of intuition and feeling goes into developing high-returning campaigns.
That said, we live in a world where data-driven campaigns are essential. Don’t miss out on the future of successful marketing.
Anna Johansson is a freelance writer, researcher, and business consultant. She also is a columnist for Entrepreneur, The Huffington Post and more. Follow her on Twitter and LinkedIn.
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