Do You Have a Handle on Your Marketing Data?

Marketing efforts should never be a blind-driven, shot in the dark process with cross your fingers and wish upon-a-star results.

Aimless marketing has cost hundreds of thousands of wasted dollars on campaigns directed at the wrong demographics and money thrown away on strategies doomed to fail.

Yet far too many businesses put their marketing money in the hands of companies promising results but showing little to no improvement in profits or market share.


Zero in on Page Rank and Click Through Rates

When it comes to marketing these days, a lot of value is placed on page rank and click through rates.

But sales are what keep you in business, and to make that leap from looky loos to actual payments and bank deposits, you need marketing data. Then you need to know how to use that data to drive informed marketing decision making.


Data driven marketing is behind most successful companies.

As the following article shows, the collection of, dissemination of and use of that marketing data can make the difference between a company that's just hobbling along four wooden wagon wheels, and one that's consistently meeting all their sales goals ahead of time.


QVC Doing it Right

As an example, consider QVC, the home shopping network.

They use marketing data almost exclusively to influence, not only what products they'll show on a daily or hourly basis, but how the hosts should turn the product, hold the product, and what words they use to describe the product.

Changes and small tweaks are made on a minute-by-minute basis, transmitted via earpiece to hosts that are live on air.

That kind of attention to marketing data has kept QVC as the frontrunner compared to HSN, their main competitor, and every other home shopping network that ever existed.


Reach Beyond

You may not need the kind of instant update marketing data that QVC uses for live television broadcasts.

ut you do need marketing data that is accurate, readable and shareable across your sales team. You need more than a dashboard service that gives you historic data.

You need marketing data that reaches beyond, into the future, to predict trends in your industry, pinpoint strengths and weaknesses in your organization and drills down so you can find out what is working great, and what is not working at all.

Marketing data that works can tell you where to look for leads, where you can trim costs, and where you should invest.

It can tell you how to reach your target consumers, what price point ranges they can tolerate, and when to expect organic highs and lows in your sales.


If you're not already curating marketing data that serves you in this way, it's time to make a change.

Contact a third-party marketing data company to get you started gathering the un-mined gold that's sitting in your own backyard.