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BEST PRACTICES & STRATEGIES

Improving marketing performance thanks

to increasing digitization

Data-savvy marketers have access to numerous most effectively. If an image on Facebook generates a
valuable insights about their customers that can higher click-through rate than an ad on Twitter, the
monitor their performance closely and identify marketing team can take Facebook's winning image to
data-driven potential for improvement. Marketing Twitter and see if it performs better there as well. Over
departments that don't engage in data-driven time, marketers can add more elements to the market-
analytics run the risk of being overtaken by the ing mix and get a full picture of what's working and
competition and failing to meet consumer what's not.
expectations. Identifying potential for optimization: marketing de-
Marketing analytics is all about finding patterns in data, partments only benefit from their data if they use it ef-
from analyzing individual platforms and campaigns to fectively to evaluate current performance. A/B tests are
evaluating how multiple campaigns interact with each an important part of marketing analysis, allowing to
other. Insights of this kind give companies a deeper compare different measures immediately. For example,
understanding of how their customers are behaving two different ads, both in terms of design and the text
and what trends are developing. In this way, companies used, are placed on the same topic to see which con-
can ensure that their marketing activities achieve maxi- tent is better received by the target group. A/B testing is
mum efficiency and impact. Some of the biggest bene- about getting comfortable with the end-to-end process:
fits of marketing analytics include the following: setting up a hypothesis and the test parameters
(channels, KPIs, duration), executing the plan and
Holistic view of marketing data: a reliable marketing feeding these insights into the next marketing activity.
analytics program identifies all tools and platforms used
in a company to centralize data for analysis in the next Measuring brand awareness: large-scale advertising
step. The data from paid marketing activities, for exam- campaigns have the potential to increase brand recog-
ple, provide information about where the budget is used nition, but with marketing analytics, companies can

June 2022: Performance Marketing 15