Big Data, Analytics, Optimization and Artificial Intelligence…
These are all some words that a lot of the marketers and entrepreneurs have on their lips in 2018.
The truth is that not many of us have an understanding of the power of data-driven decisions and marketing. Even marketing agencies don’t! (I worked for one that was selling results, but not tracking ANY of the proper metrics such as calls and quotes that would be obtained through marketing efforts).
In a way, I believe that it’s also the evolution of direct-response marketing.
In this article, I will go over what is a Data-Driven Marketing Agency, and then explain what and how I’m using this trend to my advantage.
What Is A Data-Driven Marketing Agency
“A point of view can be a dangerous luxury when substituted for insight and understanding.” – Marshal McLuhan, Canadian Communications Professor
A data-driven marketing agency is a company that offers marketing services based on data. In contrast to a regular marketing agency, the data-driven marketing agency aims to minimize the guesswork when making decisions.
A problem however arises: how do I gather data to make decisions on?
There is two distinct type of data when it comes to marketing, the first is the outbound data and the second is inbound data.
What is Outbound Data
I qualify outbound data as the data that’s available or not to you, but that requires you to reach out to have access to it.
For example, when I was thinking about writing this article and positioning my marketing agency, I went out and checked for data regarding the two keywords I was hesitating on: “data-driven marketing agency” or “profit-driven marketing agency”.
How I was able to choose is by accessing outbound data through Ahrefs, (which is, by the way, both a great and expensive tool). The results were clear, there was barely anybody interested in profit-driven marketing (because I assume that all marketing is profit-driven?).
There are many other tools available on the marketplace that will allow you to make the best decision possible (based on data) for your enterprise. Notably, the Keyword Planner by Google, which allows you to visualize how many time a given keyword is searched monthly.
The idea here is to find tools that are going to allow you to access and visualize data from “collectors” to then drive decisions from.
What is Inbound Data
Inbound data is the data that YOU should be capturing, analyzing and using. It’s also the data that is being derived from YOUR clients, potential and actual when they are interacting with your business whether it is online and offline. In this case, we’ll only focus on the online part of inbound data.
The most known tool for analyzing online data derived from your website is Google Analytics. It’s great, it allows you to see exactly what your customers are doing on your website, what are they searching for and importantly who they are.
There are other tools that allow you to visualize data, such as Google Data Studio. In conjunction with Google Analytics, AdWords and other software, you’re able to visualize the data you want and also send reports to your clients.
How To Visualize Website Data, Traffic and Conversions
If you’re interested in having me take a look and implementing data-capturing systems and help you visualize your online business, join my contact list and call me (my PERSONAL phone # is given!)