As any online marketer will tell you, there are a myriad of benefits to using data to inform your marketing decisions.
For instance, data can help marketers learn from past mistakes and revolves to create increasingly effective promotions over time.
Additionally , data can offer marketers with insights about their audience and what matters most to both prospects and customers. It also helps marketers earn buy-in from leadership to experiment and test new, innovative strategies for increasing brand awareness plus ROI.
Monday. com understands the importance of data all too well. The work OS — used by major brands including Uber, Hulu, and Coca-Cola — provides seen incredible growth in the last year, reaching $100 mil in revenue and surpassing 100, 000 customers.
And, as Rotem Shay, Mind of User Acquisition plus SEO, told me: “We highly believe in data-driven decisions regarding everything we do, from the day-to-day to planning upcoming campaigns. ”
Keep reading for more information from Shay about how monday. com uses data-driven marketing and advertising to guide its powerful, effective marketing strategy – and how you might use data in new, unique ways, as well.
Additionally — If you’re a HubSpot customer, take a look at the new powerful integration between HubSpot and monday. com.
4 Tips on Data-Driven Marketing from monday. com
1 . Get creative when it comes to the analytics tools your group uses.
Ultimately, data-driven marketing and advertising can’t happen without powerful analytics tools that enable you to properly measure campaign performance and create A/B tests to ensure you’re providing prospects plus customers with the most value.
With regard to monday. com, that analytics tool is homemade: “Our main tool for tracking campaigns is an internal plus powerful tool we built here, in-house, called BigBrain. ” Shay told me.
“With BigBrain, we’re able to track and centralize all the data in one place so we have one source of truth. We complement BigBrain with Looker, Google analytics 360, HubSpot, plus Singular to make sure we do miss anything. ”
If your company is scaling quickly or demands certain functions that you aren’t finding in one analytics tool, consider how you might combine a few tools or create a unique dashboard to collect the information most critical to your business.
Ultimately, choosing the right analytics tools might take some trial-and-error, but the hassle will be worth it when you find a process that works best for your team.
2 . All metrics matter.
Since marketers, it’s easy to focus on several key metrics and disregard the rest. For instance, HubSpot’s Blog team primarily focuses on visitors and leads. While other metrics — including gives, impressions, and customer life time value — still matter greatly to us, it can be easy to become singular in focus to block out the “noise” of various metrics.
However , Shay refutes this kind of considering. Instead, he suggests: “In marketing campaigns, I believe you need to measure every thing and track everything you can — starting from how many impressions you get, till the end of your funnel. ”
Shay told me, “In order to make the right decisions, you have to see the whole picture. Sometimes people think that too many metrics or numbers create too much ‘noise’, but I do believe that a marketer should get all the information she can get and, after digesting all the data, clear the ‘noise’. “
Consider how your own marketing and advertising team might shift concentrate to ensure you take the time to gather beneficial intel from each possible marketing metric and KPI. Ultimately, each metric contains valuable insights into just how your content is reaching plus converting leads.
3. Focus on both quantitative and qualitative metrics to inform your overall strategy.
It’s critical to remember that you need to use data to inform all your future marketing decisions. That includes the types of content you promote on social media, completely up to the major quarterly campaigns you create to drive income for your company.
Of course , you will find two different types of data — quantitative and qualitative — and you’ll need to use each to create a more well-rounded picture of both your achievements and setbacks.
Shay facilitates this, mentioning that his team at monday. possuindo uses both types of data when making decisions: “During any kind of brainstorm for future campaigns, we deeply analyze advertising campaign results together with the insights we have been gathering from customers’ feedback and user testing. We all combine both methods in order to understand and get insights that will only numbers can’t give us. ”
4. Use data to confirm or disprove hypotheses to ensure you don’t waste materials valuable resources.
Data won’t just tell you how prior campaigns and strategies performed — It can also tell you the potential performance of future strategies, which can end up saving you each time and resources a person might’ve otherwise wasted.
For example, at monday. com, Shay’s team worried that website visitors perceived monday. com since project management software, and as a result, didn’t feel confident trying out various other verticals. His team came to this conclusion through monitoring analytics — including home page user behavior, as well as consumer activity on the website as a whole.
Shay told me, “We felt which our users weren’t aware that monday. com is each easy to use and robust along with additional features. In order to test the hypothesis, we presented different use cases on the home page using a motion sequence that will showed users using monday. com for different verticals, and added a roulette/scroll showing additional use cases. inch
The results? A tie, according to Shay’s team’s KPIs — which told them they could continue with the original type of the homepage, rather than making any major alterations. This ultimately saved them from wasting resources re-designing their particular already successful homepage, plus let them focus their energy elsewhere.
Ideally, these monday. com strategies can encourage you to reconsider how you might use marketing analytics in increasingly creative and distinctive ways. Ultimately, of course , you will need to decide for yourself how to use data most effectively for your own requirements and goals.
[Note: If you’re a HubSpot customer, take a look at the new powerful integration between HubSpot and monday.com.]