Introduction to Using Marketing Data to Drive Growth
Learning how to use marketing data to drive growth is imperative for anyone serious about marketing. Why are we talking about data in the first place? Because people say, oh, data is the new oil. People talk about machine learning, they talk about AI, natural language processing etc. We want to dispel the jargon and produce an article that the average marketer can take action on.
If you’re short in time then use these quick links:
- Take Advantage of AI Data Analysis Tools
- Use Google Analytics Search Function
- Google Data Studio
- Automated Solutions
- Technology & Infrastructure Comparisons
- Consolidating Your Data
Google Ads has a lot of built-in AI that can help you kind of optimise your campaigns. They have a machine in there that can help make a lot of things easier. Some people are still stuck in their ways of managing way too much of their campaigns manually still. You need to make use of the tools that are available to you. Another example is Pattern 89, a tool available for Facebook advertisers. Time is not something that you’re going to get back so if there is a tool that can speed up data analysis, then use it!
Did you know, inside Google Analytics, there’s a search bar? You can literally type in like almost anything you can think of like my worst pages by load speed, and it’ll just tell you the answer. It’s kind of like your own virtual marketing assistant. You can even like type in stuff, like, Is there any traffic anomalies in the last 30 days, and it shows you what they are – it can decipher the data for you. You don’t have to be good at marketing or reading analytics to figure out what’s wrong.
Google Data Studio is free to use and can create really nice reports for yourself or for your clients or colleagues. Out of the box, it is a reflection of your Google Analytics data but provides much much more flexibility when it comes to visualising data. This means you can present your data in ways that can add new insights. Or, you can use Data Studio to make pretty reports for your clients. There are awesome templates that can take away a lot of the initial workload.
Whenever you’re making marketing decisions, especially when it comes to things like SEO, there are automated solutions out there. If you have a lot of money, you can end up checking out. Bright Edge who have an automated SEO solution that analyses data and tells you what changes to make. If you can’t afford to spend that much money, you can use Rank Science, which is a cheaper alternative. They can give you data insights, leverage AI and help you make the changes all in an automated way to get the results faster.
If you are primarily marketing using SEO then make sure you check out our article on what the next 10 years will bring in the world of SEO.
We recommend doing this exercise at least once a quarter. Take stock of everything that you’ve done in marketing technology over the past quarter, and also do the same thing for your competition. Use tools like Built With to see what technology they’re using and if you’re falling behind or gaining an advantage.
There is the potential for a lot of different and fragmented data sources if you’re using a lot of different tools. So make use of the APIs. You can use a tool like Zapier, which is great because you can connect all of the data points. For example, when a lead comes in, not only can you pass it into Slack, it can pass into your CRM and also send you a text message if you like. It saves a lot of time because we don’t need to manually input the data. Team members that are looking at different channels from each other will all be made aware at the same time when a big lead comes in and they can jump on it quickly. Leverage API’s because API’s are just basically piping data and having different software to talk to each other.