The value of data is undeniable. As the cloud evolution increases in momentum and data access and storage is streamlined, data-monetisation is now a crucial competitive factor in the marketplace. So, how can we transform this accumulated data into results for our clients?
The answer is simple - data-driven sales and marketing. Ovum forecasts that over the next 12 to 18 months 11% of telco marketing budgets will be allocated to analytics tools, but how do we use that data? At Ilex, we integrate these outputs into our marketing operations to achieve success for our clients.
Customer insight and analysis is a vital advantage and it goes beyond just the traditional demographic segmentation of your audience. Data collection and analysis drills deeper into customers’ characteristics, behaviour and what drives their interaction with brands. This enables the formation of buyer personas, which in turn increases your targeting accuracy, efficiency and messaging impact.
Big data enables brands to create customised content, display relevant advertisements and provide a fully personalised experience for each individual customer. Data including customer interaction on branded landing pages or click-throughs, purchase history and demographics is now being collected and transformed into efficient and effective targeting and messaging. This level of personalisation supports the customers’ decision to purchase and reinforces repeat engagement.
Collecting and analysing data does not have to be complex. Simple and user-friendly analytics tools are available at your fingertips. For example, Twitter Analytics allows you to track content posts, measure engagement level, and review your prospects activity in real-time. Conclusions can be measured against follower numbers, profile visits and mentions. The platform also enables insight into your audience and how they are interacting with your content online whether that be link clicks, retweets or favourites. This level of transparency in your online activities allows you too constantly review and adapt.
The future of data-driven marketing far exceeds the traditional silos of advertising and PR. Data analytics is now enabling greater efficiency and marketing precision in which purposeful content can vastly influence and engage customers to purchase.
