Why marketing managers should be obsessed with data analysis
Posted: Tue Jan 28, 2025 4:54 am
Knowing how to analyse and measure the data from your marketing campaigns will help you understand whether you are on the right track or need to rethink your strategy. In this post, we explain why data analysis is essential and give you some tips on how to analyse it to make your business a success.
According to an article by IPMARK, 30% of companies do not measure the return on investment (ROI) of their digital marketing strategy . At a time when outbound strategies are already being overlooked and the attention of marketing professionals must focus 100% on Inbound techniques , measuring the results of your campaigns must be essential to know whether a strategy has been successful or not.
Consumers rarely make a purchasing decision based on a catalogue or an advertising brochure they have received in their mailbox. Now, they research their needs on the Internet, search for other users' opinions... until they finally decide to make the purchase. And most of these searches are done from a mobile phone.
Therefore, the need to perform data analysis must be south-africa phone number data fundamental in the strategy of marketing managers . We explain why:
Setting SMART objectives
Every company needs to set measurable objectives according to its business strategy . It is important to set 12-month goals to mark the path and establish SMART goals (Specific, Measurable, Attainable, Realistic and Time-bound).
SMART objectives - Inbound marketing
If, as a marketing manager, you work with your team on SMART objectives, you will know how to define your goals exactly and measure the success of each step your team takes. In other words, you will set your marketing goals based on business objectives .
For example, instead of facing this (erroneous) strategy: “I want more visits to my website, leads and sales”, your goal should be quantified: “We need 20,000 visitors, 500 leads and 12 clients within the next 12 months, with the goal of reaching an income of $600,000.”
Establish metrics
Once we have defined the marketing objectives according to the business objectives, it is important to establish the metrics that we are going to establish to measure the results that we are obtaining and draw the correct conclusions.
The most practical way to understand and improve the performance of any action or activity is through measurements. When these are part of the processes, certain metrics must be organized to obtain specific, reliable and timely information that allows better decision making .
According to an article by IPMARK, 30% of companies do not measure the return on investment (ROI) of their digital marketing strategy . At a time when outbound strategies are already being overlooked and the attention of marketing professionals must focus 100% on Inbound techniques , measuring the results of your campaigns must be essential to know whether a strategy has been successful or not.
Consumers rarely make a purchasing decision based on a catalogue or an advertising brochure they have received in their mailbox. Now, they research their needs on the Internet, search for other users' opinions... until they finally decide to make the purchase. And most of these searches are done from a mobile phone.
Therefore, the need to perform data analysis must be south-africa phone number data fundamental in the strategy of marketing managers . We explain why:
Setting SMART objectives
Every company needs to set measurable objectives according to its business strategy . It is important to set 12-month goals to mark the path and establish SMART goals (Specific, Measurable, Attainable, Realistic and Time-bound).
SMART objectives - Inbound marketing
If, as a marketing manager, you work with your team on SMART objectives, you will know how to define your goals exactly and measure the success of each step your team takes. In other words, you will set your marketing goals based on business objectives .
For example, instead of facing this (erroneous) strategy: “I want more visits to my website, leads and sales”, your goal should be quantified: “We need 20,000 visitors, 500 leads and 12 clients within the next 12 months, with the goal of reaching an income of $600,000.”
Establish metrics
Once we have defined the marketing objectives according to the business objectives, it is important to establish the metrics that we are going to establish to measure the results that we are obtaining and draw the correct conclusions.
The most practical way to understand and improve the performance of any action or activity is through measurements. When these are part of the processes, certain metrics must be organized to obtain specific, reliable and timely information that allows better decision making .