“The goal is to turn data into information, and information into insight.”
— Carly Fiorina
In the Information Age, consumers expect you to know preferences and act in their interest. Choppy communications and disjointed experiences are less worthy of forgiveness in a market where data is readily available. Customers can get annoyed in an instant.
A word of caution—not all data is trustworthy. Misinformation and hurried analysis is prevalent. Bias leans from objectivity. Facts aren’t embraced by all. You need a committed partner to be strategic in marketing.
“Analysis is the critical starting point of strategic thinking.”
— Kenichi Ohmae
The rise of data has followed the generally accepted principle that content is king. In 2015, Adweek revealed that the most popular investment in data-driven marketing is to target offers, messaging and content (69% of those surveyed use it). Other uses include product development, customer experience optimization, audience measurement and predictive analytics.
• Influence Point
• Search Keywords
• Search Engine Optimization
• Pay-per-click Ads
• Social Media Ads
• Email Opens/Clicks
• Website Traffic
• Lead Conversion