21 Oct How can data support your marketing decision making
How can data support your marketing decision making? Data is crucial when it comes to marketing, as it can help you analyse the past to modify present decisions as well as forecast your businesses growth. But it wouldn’t be in the blog section if I didn’t expand on those, so let’s get into it.
Data can be found on your website’s backend, however it only gives you daily sales and the products sold. If you want more however, you can’t go wrong with Google Analytics, which shows you where users land on your website and for how long, whilst showing the channels you may use such as Facebook or Instagram. It can also show you which links from email newsletters are the most successful.
Analysing the past
What can analysing the past month/quarter do for your business? The answer is a lot. It can show you which pages are getting high or low traffic organically and which pages are getting you the highest revenue. This helps your marketing decisions because:
- It can tell you which products need PPC to either boost an already successful page or to support a page which is falling behind.
- If your on-page SEO isn’t perfect, it can show you which pages need that extra bit of work.
- It can show you the popular products being clicked on from emails and which links are being left out or ignored.
So you’ve checked Google Analytics, made the changes and set yourself up nicely. But how does this help you going forward? Well actually, it comes with a range of benefits.Some things you can use from the past going forward are:
- You can spot patterns in when sales either peak or trough, therefore you can schedule social posts and promotions alongside the peak traffic hours or when you feel like it’s too low. You can then track to see the differences you made afterwards and see whether it converts the way you want it.
- This also means you can forecast when to run ads to maximise your peak hours or pick up the weaker spots. You can then check monthly whether the ROI is profitable and then you can adjust accordingly.