It’s hard to read about marketing these days without running into a discussion about the importance of data. Different types of software solutions, apps, and social-media platforms all promise to track vital data to help you achieve optimum ROI. In today’s data-driven world, however, marketing leaders are at risk of drowning from the sheer volume of information available to them.
So what kind of data should you be most concerned about?
The answer largely depends on your organization, your industry, the type of marketing you use, and, most of all, your marketing goals. Here are 5 types of data that can be helpful across the board.
1. Email click-through rates
Email continues to be a highly cost-effective marketing technique, but only when it’s done correctly. Your email open rate could be 100%, but if recipients don’t take the desired action, it’s still not doing the job. Collect and analyze click-through rates to find out which email content prompts the most action and engagement among recipients.
2. Customer demographics
Okay, this one might be a no-brainer, but it bears repeating. If you don’t know who your customers are, it’s a lot harder to tailor products and content to their preferences. Just make sure the demographic data you collect is justifiably relevant and adheres to the strictest data-protection laws.
3. Past Campaign Performance
Those who don’t learn from history are doomed to repeat it—even marketing professionals. By looking up the performances of past campaigns, you can pinpoint what worked and what didn’t. Use this information to tailor your next strategy accordingly.
4. Web Traffic Sources
Knowing where your customers come from can help you tailor your content and campaigns to greatest effect. Whether it’s Google search ads, Facebook posts, or direct emails, knowing the sources of your traffic can help you figure out what is working for you, and what you can afford to ditch.
5. Return Visitors
Whatever you want website visitors to do (make a purchase, request a consultation, etc.), it often takes more than one visit for them to do it. Track and analyze the data on these return visits and learn which pages they visit and what content they view. This will help you understand what drives conversions, and how to create the most effective content.
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