There’s no doubt that data is a marketer’s very best friend these days. According to Forbes, best-in-class marketers are 56% more likely to use data and analytics platforms and 64% of marketing executives see data-driven marketing as crucial to success in a globalized economy. But, as the importance of data in marketing has greatly increased, the line between art and science has blurred. Is marketing more of an art, or is it becoming a hard science?
The easiest way to find answers is often to follow the money—MediaMath reports that nearly two-thirds of marketers report that their spending on data-driven marketing and advertising grew over the last year. However, despite this increased spending, only 19% of marketers are bothering to track their marketing efforts for better reporting in order to drive improvement. That means approximately 67% of marketers are spending more on data-driven marketing, but only 19% are using that data to improve. Very bad scientists, indeed!
Marketing data should be used to drive improvement, inform decisions, and increase lead generation. If you’re spending all of your time gathering data from disparate sources, you’ll lose agility and time to innovate. This seems like an obvious contributor to the fact that only 19% of marketers are tracking their work. Especially because they don’t appear to be oblivious to the problem: Skyword reports that 87% of marketers consider data their organizations’ most underutilized asset.
It shouldn’t be difficult to use the data you’re investing in. In this blog, I’ll cover four ways digital marketers can make data work for them.
1. Send All Your Leads to One Place
Today, Netskope reports that the average marketing department uses 67 apps while Skyhigh says the average employee actively uses 36 cloud services at work. It’s no wonder that people don’t want to move data around from that many apps.
However, sending all your leads to one central app (or platform, ideally) enables much better reporting, and it doesn’t have to be a time-suck. By integrating your peripheral apps (such as Eventbrite, Unbounce, the list goes on), you can quickly and easily see what’s working and what isn’t.
For many cloud apps, there are out-of-the-box integrations you can set up between your apps and if that doesn’t do the trick, you can use an integration platform. You may already have some integrations going, but it’s important to choose one system of record with integrations that can do duplicate control and error handling. In other words, even if you already have data flowing from Eventbrite into Unbounce, don’t forget you need that same data to go into whichever app you’re using as hub.
Taking the time to create these connections will pay off in the long term—the Aberdeen Group finds that marketing data and analytics users are 57% more effective at increasing their productivity with integrated marketing technologies.
2. Get Data Delivered to You
If you’re not a numbers person by nature, data can easily sink to the very bottom of your to-do list. It’s hard Go to the full article.