How To Improve Your Marketing Intelligence

Improve Customer Experience By Using Data Insights

A guest post by Karen Harding

Too many brands are focussed merely on their overall digital marketing performance. They look at the total number of visitors to their website, work out how many clicked through to purchase a product and ultimately how much profit was made from total sales over a given period. This is certainly important information and identifies how well your company is performing across the Internet, but this isn’t intelligent market analysis.

Why Is Marketing Intelligence Important?

Digital marketing intelligence allows the gathering and analysis of data at an extremely granular level, right down to the keystroke of a customer. This allows companies to see exactly how individual customers are using their websites, social media and forums. This information is like gold dust to a company who knows what to do with it. Once a brand understands the background motives of a customer and can monitor the precise activity of a unique user across their various platforms, then they will come several steps closer to being able to supply the perfect customer experience.

Here are the steps involved in improving your company’s marketing intelligence.

Gathering Of Digital Data

The first step involved is to collect vital raw digital data. Marketing intelligence software can identify how the customer ended up on a website. This might include the key phrase they entered in a search engine to get there, the name of the landing page they arrived on, what they clicked on, whether they entered a phrase in the site’s search box and also if they added anything to the sales basket.

Advanced marketing intelligence software is able to collect data from both anonymous and authenticated user sessions.

Data Preparation

Once the data has been collected, it needs to be prepared and analysed. A set of pre-determined rules and insights can be applied to the data to see how well the company is performing. It is possible to set up a series of online goals within your marketing intelligence package, so you can see if individuals are meeting these targets. For instance you might choose an online goal to be the filling out of a contact form, a newsletter signup, downloading a document or purchasing a product.

Use The Data

Marketing teams can then use the intelligence gathered from their Data Preparation to work out strategies for the ongoing augmentation of their brand.

One such strategy is the use of dynamic content personalisation which displays content and information that aims to match the needs and interests of users. This can also be in the form of personalised offers and targeted ads that can be sent to the email address or web browser of a specific user.

Marketing teams can also use the opportunity of missed online goals, to attempt some secondary remarketing. For instance, if a customer puts something in a shopping basket, but fails to checkout, then this presents itself as a great chance for marketing teams to send a follow-up email to remind the customer of the items waiting in their shopping basket.

Marketing intelligence is a key method of improving both the operational processes and the performance of brand. If companies focus entirely on enhancing the customer experience, then they will reap the rewards in profits this year.

Karen Harding is the marketing manager at Objective IT, one of the South East’s leading web and software development companies.

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