Data is one of the most valuable assets for a business.

For many businesses, data has become one of their most valuable assets. The collection, cleansing and analysis of data helps many companies formulate and validate digital strategies, campaigns and profitability.

Data is extremely critical when it comes to making business decisions, as it could be the difference between failure and success. The more data your business collects, the better informed stakeholders are to make positive decisions and take proactive action. This data could highlight the right time to send EDMs, the correct audience who’s engaged with your services and what campaigns have failed or succeeded.

While data allows your business to make informed decisions, it also allows you to develop an understanding of your customers, website followers and target audiences. When utilized correctly, data can play a fundamental role in how you develop relationships with your customers through the effective use of targeting and personalized content – dramatically improving the overall customer experience.

As data collection becomes a bigger focus for businesses on the back of the actionable insights and measurable results that it can drive, it’s important for organizations to focus on the data that is most relevant to your company and its overall goals and objectives. There are so many data points available today, which makes it important to think strategically about the data that will drive the biggest insights and outcomes.

So, how can your business utilize data within its digital strategy?

Verify your target audience and perform targeted advertising

For any business operating digitally, data is extremely important as it allows you to deliver the right message to the right audience at the right time. The collection of data will also justify and prove who the business’ correct target audience is. When it comes to defining your target audience, analyze your most up-to-date customer database and the services and products you have on offer. Once you have established an understanding of who may be interested in your services, identify specific demographics or behavioral attributes that are aligned with your audience.

Knowledge of the target audience allows you to participate in digital marketing effectively. The data also allows you to know the best time to approach your audience, as well as the best platform and technology to do so. By ensuring your targeting the right people with your digital marketing, and through the use of correct and relevant keywords, it ensures you are maximising advertising spend and achieving cost efficiencies. Though, it is important that the data is regularly reviewed, allowing changes to be made where appropriate.

Use data to test and optimise your website or campaign

Data allows your business to make ongoing changes, whether it is within a campaign, program or advertising platform. By taking a test and optimize approach, it allows you to evaluate what areas of the program, campaign or website are working and what is not. It also provides you with the opportunity to make changes on the go, to ensure you keep your audience engaged. Areas, where you can test and optimize by using available data within websites, databases and campaigns, are:

·         Traffic and Audience Acquisition

·         Behavioral and Engagement Metrics

·         Conversion Goals

Perform an effective email marketing strategy

To ensure your audience is engaged with your brand, services or products, an email marketing strategy can be implemented. Though, you must have the consent of your audience to use their collected data as part of this strategy. Email marketing strategies are most effective when customer data is relevant and up-to-date. It is also important for your business to perform a number of tests to ensure the best result of these campaigns.

Data also makes it possible for you to personalize content, providing the audience with a one-to-one experience instead of the one-to-many approach of more traditional channels. Along with the success of the email marketing campaign, you should also keep track of emails that bounce, their open rates and click-through rates. This is important because it allows the database to be cleaned appropriately, ensuring your data is relevant and up-to-date, while also highlighting the most engaged users.

Overall, while data is one of the most valuable assets for a business, the way it is used and leveraged determines its overall worth. Addpro undertakes a regular data analysis enabling you to make informed decisions relating directly to your services, offerings and digital marketing activity. For more information logon to www.addpronetwork.com