The game called data seems more complex than ever. Yet, for marketers, it is essential, if not the most critical part of their work. We don't talk about data; we prefer to talk about insights. It's the insights that you want to gain to make informed decisions. Without insights, you're navigating in the dark, not knowing what works or doesn't. Without insights, you can't make course corrections or new decisions. What makes it complex? Privacy, data synchronization, CDP, cookies, metrics, APIs – these are all topics that raise many questions individually. Perhaps you recognize them. And yes, we offer a solution that is simpler than you might think.
"We're waiting for a CRM implementation"
There's never a reason to wait to gain insights. Your campaign (and team) requires insights and adjustments right now. While consolidating data in a CRM or CDP is undoubtedly helpful, it's not an end goal.
CRM is useful for creating audience segments for your channel and/or media strategy. In other words, whom are you targeting? A campaign dashboard displays the effectiveness of your key funnels. Which advertisement (channel, image, offer) generates the most landings and leads?
For the complete 'closed-loop,' it's convenient to attribute conversions to an audience segment in the CRM, but not essential. Waiting for the full closed-loop is unnecessary and a waste of time.
"All our data is in our CRM"
Great. So, you know exactly what works and what doesn't, right?
It provides a precise picture of which audience segments, through which (media) channels and types of content, exhibit the best conversions. It shows which offers are most successful and what the ROI or cost-per-lead is. You have insights! Unfortunately, we often find that this isn't the case. Having all the data in a CRM doesn't guarantee insight.
“We don't have a data analyst in-house”
As a marketer, you want to gather insights independently, without relying on someone else. This requires a clear dashboard that visualizes the data without needing to delve into raw data. You don't have to be a data analyst to have insight; that's our motto
“All our data sources have different KPIs”
Users, visitors, sessions, and so on. If you use multiple reporting tools and media platforms, there's a high chance that each source uses its own metrics. It's inconvenient because you want to compare apples to apples. By starting with defining what you want to measure and then linking the data sources, you'll never face this problem.
"Interpreting data remains a topic of discussion"
The data you see should never be up for debate. Nor should the insights you gain from it. The discussion should revolve around what you'll do with this insight. What changes do you believe will achieve the intended effect? Adjusting content? Modifying offers or calls-to-action? Shifting media budgets? If you're uncertain about what works, a quick A/B test can provide you with the answers.
“Yesterday's data doesn't guarantee tomorrow's outcomes”
Indeed, there are no guarantees. However, having more data collected gives you better control and understanding. And this happens quite quickly. You can see very rapidly how target audiences respond to a specific offer, which channels are effective, and which ad formats convert. The beauty is that you can adjust in real-time and don't have to pay a hefty price for the lessons learned. The times are gone when you only found out if a campaign worked (and the budget was spent) after it ended."
