I’ll readily admit I am a research nerd. I love a good data set. We preach the principle of using research and data to fuel your marketing strategy. But so often we are looking at external data and not thinking about what undiscovered data treasure troves we might have already from our very own customers. You may not think it’s a lot, but taking a closer look at the data you already have can go a long way.
Here’s a few places to start:
- Email Response – Pull some email reports and start digging. Check out your highest opens and click through rates and start to identify patterns. For high open rates, look at the subject line, the theme and the timing and see if there are patterns worth repeating. For click through rates, check to see if higher performing emails had a particular format on the button or call to action. Make notes on whether there was a specific promotion or event that got better response.
- Sales/Sign Up Spikes – Look at your sales data with a different lens. If you see a sales spike or increase in sign ups on certain parts of the day or times in the week, be sure to time your owned media (emails, social media posts, etc.) so that you hit your customer base right before they’re most likely to convert based on your existing sales patterns. For example, if your data shows that you get lots of sign ups on Fridays, schedule your content drop to hit Thursday.
- Referral Data – If you have a referral program, you have a great source of insight. Check out who is championing your brand and look for similarities in the types of people referring you. Then work to streamline your referral program promotions to reach more of those types of customers within your existing database.
There’s plenty more to explore in social media engagement patterns, web site trends and even attrition data. If you’re willing to take the time to find the insights in the data you already have, you can do some pretty cool things with your marketing. And the best part is, it’s free!
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