Knowing who your customers are is not enough these days. You need to know who you want to talk to, what you are telling them, and why they are engaging with your brand. This is why better targeting does not start with assumptions or demographics. It builds off of smarter data, and the more actionable your insights are, the more effective your marketing campaigns will be.
If you’re ready to get serious about marketing for insights, ROI, and smart targeting — it’s time for you to rethink your data. Better data drives better decisions, improved data drives better business.
Smart Targeting: An All-Inclusive Customer Perspective
One data point, no matter how valuable or valid, is simply not going to be enough to drive results based on customer behavior. To really understand customers requires an all-inclusive view — one that considers how behaviors and channels all connect.
A complete customer perspective could include activities such as:
- Website visits
- Click and open rates
- Purchase history
- Customer service interactions
Understanding all of your customer behaviors will allow marketers to move away from segmenting consumers broadly. Instead, it allows them to use channel-based active user behaviors.
Smarter data means full integration of platforms. In other words, silos must be eliminated in the channels you use, which requires marketers to have their CRM, analytics and ad platforms all in the same basket. If done properly, this allows them to recognize high-value customers and develop content for each stage of the customer journey.
Customized Experiences that Count
Personalization is not simply placing your first name in an email. It is about being contextually relevant, and moreover timely and intuitive. With deep, real-time data, personalization becomes proactive instead of reactive — meaning you know what your customers are looking for, the emails and products that they are engaging with, and how they engage socially with you.
Less Work, More Results
Marketers still spend hours toggling between spreadsheets, manually creating segments, or trying to calculate ROI on campaigns. Luckily, smarter data takes all of that off of your plate.
Thanks to the advancement of intelligent automation and AI-powered audience building, campaigns can now be launched faster than ever, and be scaled with less effort. The end result? You and your team will have more time to think, create and test the campaigns that matter, rather than just managing your data.
Don’t Trust Surface-Level Data
Impressions and click-through rates are basic metrics thrown around. The real data is going to be around time to conversion, customer lifetime value, and multitouch attribution. Once you stop falling for the trap of vanity metrics, and you’re in the weeds with deeper behavioral and transactional data, you can stop making educated guesses and start making better informed decisions.
Surface level stats can be deceptive. Smart marketers dive deep to discover why behind the stats. This is where tools like GoAudience become important so that you can find great insights and actionable patterns which drive authentic and meaningful marketing outcomes.
Know Which Campaigns Drive Revenue
Marketing success means ROI. Without smarter data, knowing which parts of your marketing efforts led to your ultimate ROI is nearly impossible. Smarter targeting means effectively tracking every campaign, channel, and touch point to revenue results.
This means you’ll know what marketing strategies are most profitable in order to spend more on those and eliminate unprofitable tactics, or optimize your campaigns in real-time.
Smarter Data Fuels Smarter Creative Teams
Any campaign, no matter how well it looks on paper, is less likely to connect if not supported by the right insights. Smarter data provides value beyond targeting. In fact, it equips creative teams with the tools to produce content that resonates with every audience segment.
When teams know your customer’s sentiment, preferences, pain points, and behavior, copywriters, design teams and video teams can craft messaging to meet those needs. Using the right tools will help identify those micro-segments, create recommendations for creatives, and provide performance feedback based on what actually works.
Conclusion
Effective marketing is about getting the right person, the right message, and the right time — all of that is impossible without effective data and insights. If you’re using the right platforms and metrics to understand your audience, you can access live behavior data, complete consumer profiles, and even useful vehicles for personalization of messaging and optimizing your campaigns. Taking this approach allows you to use data intelligently instead of wasting time. You can view the desired results in no time!