I am officially a #marketinggeek – are you one too?
It’s time to put my hand up and admit I am a #marketinggeek. I recently undertook a thorough data audit for each of our 24 events – something I chose to do. This was 100% voluntary.
Madness you may say, considering the tasks that an average marketer needs to get done in an average day!
But analysis is fun…so this audit was just another chance for me to geek out.
Too often we move analysis to the bottom of our to-do lists, in favour of “action”. However, only with effective analysis can we better focus our time and resources.
Analysis doesn’t have to be complicated.
I always start by setting an objective of the analysis – what is it that I want to know? Is it the number 1 viewed page on my website? What is our average open rate? At what stage in the purchase process do some customers abandon the shopping cart?
In the case of my data audit, I wanted to know what data we have, what data we don’t, which data works best for us and how our data responds to the promotional channels we use.
Once I know this, I can pick which tool I need to collect the data. I can honestly say I love systems like Google Analytics…I have spent days analysing our customer behaviour. In the case of this data audit, I used a couple of systems – our CRM and our automated email management system.
Then comes the analysis itself.
Analysis takes time, but it’s worth it. I now know what data we have, what data we don’t, which data works best for us and how our data responds to the promotional channels we use.
The best bit about effective analysis is what comes next…
Using the information to make informed marketing decisions. It brings confidence to you and your team, focuses your efforts and pushes you and your business forward.
This data audit has enabled me to put together a comprehensive data acquisition strategy for our 2016 events, hopefully bringing a lot of value to my company in the next year (fingers crossed!)
Watch this space!