Posted by Jeff Adelson-Yan (@jeffadelsonyan)
So, you’re data-driven. Your company speaks the language of data and has a full-blown analytics set up tracking every piece of your digital marketing efforts. You test. You optimize. You can measure ROI. You can talk the talk and walk the walk. Now what?
Below are 5 ways you can take your digital marketing analysis to the next level:
1) Multi-channel integration
You have social, display and paid search campaigns running all at once. The problem is, they’re analyzed as silos. In reality, they affect one another constantly. By implementing a multi-channel integration solution, you and your analysts can begin to see the big picture and understand the synergy created by these seemingly separate channels. You’ll also be able to begin giving proper credit where credit is due – such as seeing whether or not your display campaigns really do increase searches on specific terms. Ultimately, it will lead to greater accountability and understanding.
We often think of segmentation as it relates to gender or age. Instead, delve in to data-driven segmentations. Think of segments such as, “All visitors that entered through page A”, or “Visitors that searched on term X.” Creating segments like this on the fly can show enormous value – both to marketing campaigns and the website development. Without segments like these, you may miss key opportunities. For example, maybe landing page B performs very well. However, users coming through keyword X and landing on page B may not be converting. The takeaway: test guiding those users through a different landing page to see if it increases conversions. Which brings us to…
3) Test, test, test
Test landing pages. Test ad copy. Test content. Test website images and themes. Test everything. The digital landscape has provided enormous opportunity for those willing to undergo the process of testing. There is no other medium in which you can swap out core pieces of your marketing message on the fly – and see the results so quickly.
Where do you start? Well, that’s up to you. Create a testing plan. Start with only a few minor changes if you’re nervous. An image here, some text there. Pretty soon you’ll feel like a testing wizard – and your performance will show it. After you’re comfortable, you can start building out more long-term plans – as grand as 6- or 12-months.
4) Statistical analysis
With all the testing you’ll be doing, don’t forget to statistically validate the data you receive. Just because one text “out-performed” another doesn’t mean it happened because of your changes – it could be due to chance. Make sure your team has the statistical skill set to calculate proper sample sizes and performance thresholds, otherwise you won’t be getting as much out of testing as you could.
5) What-if analysis
Even if you pull out great insights to answer key business questions from every piece of data you come in contact with one question will remain: what if? What if we shifted part of our budgets from paid search to display? What if we raised our bids by $2 on keyword X but lowered them by $1 on keyword Y?
Sometimes “what if” questions are easy to answer; you simply plug in the scenarios and see how it unfolds. Bigger decisions, however, should be given careful consideration. It’s easy to stomach raising a keyword bid by a dollar for a few hours and seeing performance tank. It’s a bit harder to stomach shifting hundreds of thousands of dollars out of paid search in to display and seeing performance cut in half. That’s where predictive analysis comes in. Using some simple yet sophisticated statistical tools, you can easily create models that point out where seemingly good ideas may not be so good, and where out of the box ideas just might work.
It’s easy to think that because you are using data, you are using it to it’s maximum potential. Sometimes, however, that’s not the case. To get the most of your data, you need to look past the raw numbers and begin seeing the big picture. With the ability to analyze on both the micro and macro scales, your digital marketing campaigns will be primed for success.
image source: stock.xchng