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Using Analytics to Drive Marketing Decisions

In the marketing field, there are constantly questions of: What’s next? Where do we go from here? What do we do now? Our Progrexion Marketing team is constantly asking questions to find ways to improve what we currently have running and to also launch new products, offers, and marketing messages.

The big question is HOW? How do you determine what’s working and what’s not? It’s easy to make decisions from personal preferences and the opinions of others in the office. That is the easy answer to HOW, but it’s not the right answer. The right answer is to look at the cold, hard numbers. But that answer can make marketers squirm. Here’s my take on why most marketers lean towards “feelings” for marketing directions, and why smart marketers focus on numbers instead.

Why do we put so much weight into our personal preferences when making marketing decisions? There are a number of reasons – the biggest reason lies in the fact that we’re supposed to be the experts on this. After years of creating and launching campaigns, shouldn’t we have a trained eye for what’s going to work and what’s not? It’s easy to start thinking that we are omnipotent in terms of knowing what consumers want to hear, after launching a couple of successful campaigns. However, if you let yourself buy into the belief that you’ve got the all-knowing pulse on what should come next – you’ll miss new trends, ideas, and concepts that are being embraced by an ever changing marketplace. This will leave you with outdated or obscure marketing campaigns that don’t catch fire and leave you months behind the direction you should be going.

Smart marketers focus on numbers to make decisions because of one consistent truth. Numbers don’t lie. Statistics don’t change if there’s one loud coworker who’s pushing for an idea. Analytics don’t conform to the latest buzzwords. When you look at numbers, the actual response rates and results from your new campaign don’t carry any bias. The emails were opened or they weren’t. The consumer called in, or they didn’t. They purchased your product or they didn’t. Analytics removes all of our personal opinions, and shows what is truly happening from the marketplace perspective. What I love about using analytics is that it’s usually not a clear failure or success – often times the numbers show that we’re getting people to call in, but the open rate on the email is lagging. That keeps the campaign running, while you optimize, update and test the specific areas that are hampering the success of the campaign. Using analytics, you can quickly adjust campaigns to big a success. Market smarter. Use analytics.

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