A lot of business owners and marketing executives ask themselves whether their digital marketing agency is data-driven. And that question must be answered with a resounding yes if you want to maintain your competitive advantage in the digital realm.
A digital agency is data-driven when it makes use of strategies that data-driven actions can support. These are simple, straightforward strategies that can be measured through specific KPIs. These KPIs will then be used to understand how the strategy performed and how the digital marketing efforts contributed to the overall campaign's success.
To identify if an agency is data-driven, they need to test, measure, and evaluate the performance of their strategies.
As a search engine marketer, you need to appreciate that measuring is not the same as understanding. When trying to understand your digital marketing efforts, you will have to consider a lot more than just numbers and metrics.
You will also have to understand your customers better, the trends affecting them, and how they want to be reached. Only then will you be able to use the data you have gathered in a meaningful way.
To use data to your advantage, your digital marketing agency has to know what kind of information they are looking for, how to gather it, and which tools can be used for this purpose. However, identifying what type of data is available is not enough to properly analyse it and make relevant decisions based on it.
Make sure that your customers are being targeted at the proper channels. Determine if you are using the right KPIs for your business. Ensure that whatever data you are looking at can be interpreted correctly, and do not be afraid to ask other people to help you make sense of it.
When doing this, try to focus on the long-term vision of your business instead of the short-term goals. Focus on how important data is for your digital marketing agency.
If you are still not sold on the idea of how data is essential for an agency, here are some tips on why you need it:
Depending on the size of your digital agency, you might not have the resources to build an all-encompassing data collection system.
But that should not stop you from determining which tools and systems will help. Following is a list of the tools that will be useful to a digital marketing agency in its quest for data-driven marketing:
Your Key Takeaway
A successful company must be a data-driven one if it wants to be competitive in today's marketplace. The growth of an ecomm business cannot be based solely on assumptions and guesswork.
It is where data comes into play. It allows you to see how your actions have affected the overall campaign and measure its progress.
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