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๐— ๐—ฎ๐—ฟ๐—ธ๐—ฒ๐˜๐—ถ๐—ป๐—ด ๐—”๐—ป๐—ฎ๐—น๐˜†๐˜๐—ถ๐—ฐ๐˜€ ๐—˜๐—พ๐˜‚๐—ฎ๐˜๐—ฒ ๐˜๐—ผ ๐—š๐—ฟ๐—ผ๐˜„๐˜๐—ต

If A-B Testing (see other post) is marketing science, then analytics are the math. The goal is to capture data, improve impact, and maximize your ROI.


Analytics also can reveal your consumers' true needs* and ensure content is tailored to them (rather than annoying mass messaging).


So how to understand the variables and the right equation?


๐—–๐—ต๐—ผ๐—ผ๐˜€๐—ฒ ๐—ฌ๐—ผ๐˜‚๐—ฟ ๐—ช๐—ผ๐—ฟ๐—ฑ๐˜€. Determine keywords and images carefully. Start from industry lists and talk with people in sales and client services.


๐—ฃ๐—ฟ๐—ฒ๐—ฑ๐—ถ๐—ฐ๐˜ ๐—ฅ๐—ฒ๐˜€๐˜‚๐—น๐˜๐˜€. Decide what results you expect in terms of actions and outcomes (e.g. views to sales) then review your accuracy.


๐—–๐—ผ๐—บ๐—ฝ๐—ฎ๐—ฟ๐—ฒ ๐—–๐—ต๐—ฎ๐—ป๐—ป๐—ฒ๐—น๐˜€. Utilize multiple channels to reinforce messages and compound the effects. Then apply similar metrics across channels to standardize comparison and measure interaction.


๐—ฆ๐—ต๐—ฎ๐—ฟ๐—ฒ ๐— ๐—ฒ๐˜๐—ฟ๐—ถ๐—ฐ๐˜€. Show results to others (ideally through a dashboard) for feedback and learning since they will have practical insights.


๐—ฅ๐—ฒ๐˜ƒ๐—ถ๐—ฒ๐˜„ ๐—•๐—ฒ๐—น๐—ถ๐—ฒ๐—ณ๐˜€. People and trends constantly shift. Incorporate the latest solutions and changes in your industry and your business.


Marketing analytics generate strong revenue growth. It just adds up.


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* I love this insight from Cindy Alvarez: โ€œYou donโ€™t need to learn what customers say they want; you need to learn how customers behave and what they need. In other words, focus on their problem, not their suggested solution.โ€


Photo by Chuk Yong who also can be found here: https://bit.ly/3dnG2fA

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