In this article, we’ll talk about implementation: how to approach the different steps of implementing a marketing data strategy from a practical view. Let’s take a look.
How do you do this when it comes to marketing analytics software?
This 4 step marketing data strategy will help in planning how to approach this problem from scratch and gaining clarity on how exactly a good strategy can help with concrete reasons.
Knowing intermediate and advanced capabilities in Google Analytics, Tag Manager, or custom Excel reports is enough to feel accomplished. But there’s an entire world of opportunities for those brave enough to venture out of the normal analytics stack.
It’s officially the end of marketing, says Marie-Gulin Merle, the CMO of Calvin Klein and Chief Digital Officer of PVH.
How come? Well, marketing is becoming more and more “MarTech”, or marketing technology. Before, digital marketing and traditional marketing were considered separate. Now, there’s been a mindset shift where involving advanced technology and analytics is considered the norm. What is this shift – and how does it change marketing going forward? Read more to find out!
Do You Have A Data Problem?
Most marketers today do. With traditional and digital marketing becoming one, marketers are inundated with so much data. This includes web data (page views, clicks, signups), ad data (impressions, CPM, frequency, CPC), email data (open rate, unsubscribe rate, engagement) and more.
This doesn’t include a CRM, which hosts information on all your prospects and leads, acting as the heavyweight in gathering all customer contact information. How can the average marketer create a complete blueprint of who their customer is and where they come from?
Digital marketers have been manually gathering data for ages, but until now haven’t done much with it. Google Analytics, a traditional digital analytics software, has been around since 2005, but it wasn’t until recent years as e-commerce went social and mobile that using technology to analyze data not only became a trend but a necessity.
Because of this, many leaders are still unsure how to use data analysis in their marketing strategy. No, really.
In fact, 62% of executives still rely more on experience and advice to make decisions, instead of looking at their own data. Why is that?
Marketers today have a hard job- not only do they have to look at data from different sources, but also do that for each step of the marketing funnel. A typical day in a marketer’s job might involve looking at Salesforce for lead attribution, pulling up some Excel sheets to fill in data gaps, and using Google Analytics for website analysis.
Combining traditional marketing efforts with digital marketing tactics is the new normal. This doesn’t include making campaigns, raising brand awareness through webinars, lead pages and so much more!
This is where Tableau comes in. Let’s look at how it can aid in key marketing stages.
Enchanted Diamonds is using PenPath as its Business Intelligence and Data Aggregation Partner giving the e-commerce platform the power to lead with data....
Everything from monitoring the impact of your campaigns to tracking engagements on your e-commerce website generates large amounts of data. But how are you as a marketer supposed to prioritize the right e-commerce metrics to further make the right decisions?