Leveraging the data available to you has been and will continue to be key in 2020 to making smart decision with your marketing resources. An important concept that we strive to focus on with our clients is not getting away from a truly differentiated approach driven by on-brand creative messaging!
Therefore, we have coined the term for our 2020 client themes and campaigns as “Creative Inspired, Data Directed”. This concept is driven by the idea that we want to come up with new ideas of driving genuine brand engagement but use data to direct and influence the way that we do them. This philosophy reminds us to stay creative but informed.
In previous posts, we have spoken about the fact that your Customer Experience is Your Brand and we think this philosophy and the realization that Your Brand is Your Customer Experience provides an amazing opportunity to organizations adopting the “Flywheel” approach that Hubspot so eloquently articulated a few years ago. This idea that positive customer experiences is best marketing as they key to business success is a positive Net Promoter Score (NPS). You have probably been asked this important question in the past, “Would you recommend this product or service to a friend or colleague?”. This statement is built on the idea that you would not recommend something if you did not have a positive experience. This is a great example of how you could use data to back your marketing initiatives.
Customer Feedback is the Best Data
Discussing Net Promoter Score is an example of how businesses can leverage customer feedback to make data-directed marketing. For example, leveraging the NPS approach you could A/B test two different customer acquisition strategies and ask a simple one sentence question to evaluate which was more successful. After creating a sufficient sample size you review the data to improve your overall experience. Another example would be to create two different ad campaigns, using a standard-model approach of creating a series of constants such as audience, offer and budget but using different imagery. After allowing a sufficient sample size of data to be created, a quick evaluation will show you which creative produced a better result. Leveraging an agile testing approach is one way to adopt a “Creatively inspired, data-directed” approach to your marketing.
Actionable Intelligence
One of the biggest mistakes we see a lot of clients make is feeling like they should collect all pieces of information and try to comb through it. However, often too much data is difficult to digest and ultimately prevents any actions from being taken. This very reason is why we focus on creating an Actionable Intelligence focus when go looking for the data. This means starting with an idea of what we want to measure and then find that data or implement technology and procedures to create the data. It is obvious that any marketer or business owner would want all of the data but analysis-paralysis is a real thing. Just ask what decisions would I like to make and what data do I need rather than what can I measure with the data that I have.
