5 Data-Driven Marketing Mistakes That Could Lead Your Campaign Astray
by Al Gomez
Have you ever experience a time when you already have poured all your efforts in your campaign but yet don’t get the results you are expecting? Have you ever experience a time where instead of attracting customers to your campaign, you drive them away?
It could be such a pain in the head to see your marketing campaign not doing the job it is supposed to be doing. But have you ever wonder why? We may not know it but there are times when your marketing campaign falls flat because we’re doing something wrong with our data.
Data has a huge impact on how our campaign performs. In a study by Forbes, about 64% of marketing executives believe that data-driven marketing is crucial to business success. One mistake in handling and utilizing data can cause a campaign downfall. This is why when you embrace data-driven marketing in your next campaign, make sure you don’t commit these mistakes.
Focusing On Vanity Metrics
By now, you should be aware that to measure your campaign success; you should be able to determine the metrics that really matter. Website traffic, email list, content views… what do these metrics imply? Don’t get me wrong but while these metrics could help you feel good, it does not give you any insights on what to do next.
These metrics are called vanity metrics. Sure, they may look good on your performance graph but if you can’t relate those to any actionable insights like improving the flow of sales funnel, it does not give you much of help.
Engagement metrics are the ones that matter. These are metrics that can impact marketing decisions, sales and revenue flow. These give you ideas on what you need to do to improve campaign performance.
For example in email marketing, instead of measuring the number of users who read your emails, try to measure the click-through rates. How many of them are delivered to your website and availed your service? The same in your content marketing, instead of measuring how many of people visited your page, try to figure out where they came from, how they found your content and how many of them completed the checkout process.
If you can distinguish actionable data over vain ones, you can create a goal-oriented plan and invest in the right marketing campaign to sustain business growth.
Ignoring The Low Numbers
Seeing your results consistently going down can be pretty daunting that often, instead of taking action to improve them, you ditch the campaign just like that. Ideally, before you decide whether you should stop your marketing efforts or not, you should first get into the details of how you got the low numbers.
That unexpected low result of your campaign is not a sign of failure. Frequently, it could mean two things— that you are not making enough effort and there are improvements to be made, or there are other channels that can deliver you better campaign performance.
The good thing about getting the right metrics is that it can tell you where your campaign falls short. If you have gained a decent number of social media followers but failed to direct them to your website, perhaps, you should take a look at your content. If you have increased your traffic but your abandon checkout rate is high, you might take a look at your checkout process.
The use of the right data, high or low, can help you find solutions to the problem quickly. If you have low results in your metrics, don’t pull back immediately, identify the issues, find out where it went wrong and then you can decide.
Too Many Data But No Actionable Insights
Just because you can track as much data as you want, doesn’t mean you need to use them all. The problem with most marketers is that they want to jump into too many details or data and in effect, they lose focus on the key metrics to prioritize.
The data-driven marketing is not about who can have it all but who can use the right data for the right campaign. If you can determine the key metrics you need to use for your campaign, it’ll be easier for you to connect with your target market.
The data you gathered is no good if you do not understand how they work and how you can use them to attract new leads or make current consumers stay. You can only provide value to your consumers if you understand how you can leverage data for the benefit of your business and your market. That’s why if you have the data, make sure to use it right.
Overuse Of Data-Driven Automation
Truth be told, not all data-driven campaign needs to automate. The automated marketing has changed over time. Modern CRM today needs to a responsive and customer-driven campaign but at the same time, it needs to be real-time and genuine.
There should be a balance. Marketing automation can be in many forms like email offers, newsletters or social media. As you use the right data to automate the process, you get prospect leads by leveraging insights based on consumer’s behavior. The success of your automation relies mostly on the relevance of your content and the right timing. Thus, data could be a big help in creating the right content for the right audience at the right time.
However, when it comes to nurturing a relationship, automation can only do so much. While you know their names, their interest, purchasing behavior and purchase history, lucky are those who will be able to track complex data like consumer’s pet peeves, worries, pride and indulgence.
These kinds of intimate details about consumers can only be acquired in in-person, real-time interaction. For example, if you are a restaurant owner, you can send an automated discount offer through emails. With each confirmation, you can gather additional details which you can use during their visit. Then, it is only on their visit that you can gather more information on their choices of food and drinks, their habits and their special requests. You can then reinforce your marketing with these data to build a strong customer relationship.
Automation can’t give you all the answers. That is why you have to reinforce you data-driven marketing with a strong real-time and personalized interaction to build a strong connection with consumers.
Lastly, Unable To Streamline The Process
One of biggest mistake most companies do is storing data in silos. This happens when each team or department in the business has different ways of using data and each has a separate system which sometimes can cause conflicts.
If for example, your digital marketing team is preparing to launch a new lead generation campaign leading towards your website, your web development team should also look at the same data to create a more seamless, convenient and user-friendly website.
Collaboration between different teams is vital to put your data to good use. Try to put your data in one place where every team have access and can collaborate with other teams on time. Through this, it is easier for you to align your processes towards one goal.
While data seems to be the lifeblood of most marketing campaign nowadays, one wrong use could be your campaigns downfall. So make sure you laid your data-driven marketing plan straight. As much as possible, minimize the mistakes mentioned above and you will have your campaign running smoothly.
January 5, 2018