Over the years as we’ve grown and worked with clients to build a digital presence, one of the things we’ve heard is how our team provided insight into marketing data, not just the data itself. I use the word “insight” for a reason. Data from marketing channels, for many, is like eating out. Small bites of info may be better for some while others need a full course meal. In the spirit of combining two things I appreciate, food and data-driven marketing, I’ve started leading our team to an approach of providing sit-down service during our discussions with certain clients versus providing a fast food service approach. Got your appetite ready? Let’s go.Read More
Marketers wish they had a crystal ball that would allow them to peek into the future to see how their customers will behave and whether they’ll buy a product. Since that’s impossible, they have to settle for what is called Predictive Analytics. That’s when you take the data from past performance and use tools (such as data mining, modeling and even artificial intelligence) and analyze it to develop models that predict future performance. In a recent study, the research and advisory firm Forrester Research offered several guidelines for using Predictive Analytics.
Search for data from multiple sources. You need to look for data both internally (in places within your company like sales per month, average order values and customer type lifetime value) and externally (in places like social media dashboards, Google analytics and government reports) to develop trustworthy analytics. Read More