The first marketers have been analyzing and strategizing techniques for so many years. But today’s analytics has no more resemblance to the first marketing efforts that somehow proved to be useful back in the day. Everything is now upgraded, optimized, and streamlined. Data analytics, propelled by the latest technologies, can measure the value of every customer action and touchpoint across different channels and devices.
The future of digital marketing strategy belongs to those who know how to leverage new strategies and cutting-edge tools to gain valuable insights. So, how far do you have these things already? How did you incorporate your marketing knowledge into your campaigns?
In this blog, we will dive into everything about data – its history, data analytics, and how to leverage it to make your construction marketing campaigns effective and successful.
History of Data
The Digital Age, also popularly known as the Information Age, started in the mid to late 20th century and was strongly marked by the drastic shift of reliance on industrial services to economies ruled by information technologies. Computing functionalities gave rise to the information stored online, creating a valuable, helpful commodity we know now as “Data”.
Companies with access to massive data have a stronger foothold in their respective industries since they hold key information about their customer behavior, products, services, and more. This explains why tech companies like Facebook, Tesla, and Google are largely successful. But the major question is – how can these companies extract and translate a high volume of information into valuable insights?
The answer is Data Analytics. Digital Analytics bridges the gap between the collection of data and the utilization of data, particularly in a business setting. People no longer have to rely on assumptions; instead, they started to create strategies based on the collected data.
Three Models of Data Analytics
In marketing, data analytics collects and analyzes data from multiple digital sources to gain valuable insights into a company’s digital marketing initiatives. So, to effectively plan, optimize and manage your marketing campaigns, we think you should know the three major types of analytic models that most marketers use today.
- Descriptive Analytics: It is the simplest form of marketing analytics. In this type of analytics, your business uses historical data to determine the changes occurring within your organization over time. And do not underestimate the power of historical data because only with this can you have an overview of your company’s performance and all the benchmarks you set for progress. As a result, you can better understand the present performance of your company and implement new strategies by using all data from the past.
- Predictive Analytics: With predictive analytics, you can better understand the long-term impact of your marketing campaigns. Also, it allows you to optimize your marketing efforts to obtain better results on your campaign. Predictive analytics is usually carried out right after descriptive analytics since it helps understand the future outcome. And this only means that it is best used to improve your operational efficiencies.
- Prescriptive Analytics: This analytics is best used to make the most optimized decisions for the future of your business. It answers questions like what you must do next if unexpected things happen. What is best about prescriptive analytics is that it uses business rules, AI, and machine learning algorithms to help you optimize business practices.
When used properly, these three types of analytics can help you reach new heights in your decision-making and overall marketing campaign. In fact, businesses that use data-driven strategies drive five to eight times ROI compare to companies that don’t.
Six Ways You Can Use Data in Your Campaigns
1. Reach and Interact with the Right Audience
The greatest thing about data is that it helps achieve a high level of clarity for your target audience. And you can do this from either age and gender perspective, life stage, interests, or personal preferences. Insights from a CRM system, for instance, can boost your ability to determine high-spending customer groups and forecast seasonal customer behavior more accurately.
So, how can you start using this information? Simple. Take advantage of social media and website marketing, focusing on your lead acquisition efforts. Smart use of this data can help you discover the best channels for your promotions that can attract more audiences. Data will reveal the preferences of your audience and will suggest what channels you should use for your construction brand now and in the future.
In turn, such insights you get can help your brand position itself to your target audience, resulting in customer-centered campaigns.
2. Develop a personalized customer experience
People will get tired of the generic marketing messages they constantly receive now and then online. One research indicates that 80 percent of consumers say they are most likely to purchase from brands that offer personalized experiences.
To engage more with your target customers, you should focus more on using data to personalize their entire experience with your brand. Harnessing the data to your advantage can help you send the right marketing message at the right time.
To sum up, data truly helps enhance the overall customer experience by making it personalized and consistent rather than the other way around.
3. Understand Customer Behavior
When it comes to your construction marketing campaigns, it is ultimately important to understand your customers’ behavior. In fact, to get more customers and leads, you must be able to predict your audience’s behavior patterns, as it gives way to more adjustments in your marketing campaigns. When you tailor everything accordingly, you respond to your audience’s needs.
For example, Google Analytics is one of the most popular digital analytics software that allows you to analyze in-depth details about your visitors across devices and platforms. GA is a valuable tool for learning and understanding your visitors’ behavior – how long they stay at your site, what sections of your site they must visit, and so many others.
4. Fine-tune your campaigns to drive better results
Ensure to fine-tune your campaigns with the data you collected. Real-time campaign data help you adjust activities to boost the engagement levels of your customers. Also, it delivers a campaign that matches the expectations of your audience (which is direct and personalized), driving better outcomes for your business. In fact, 90% of consumers in the U.S. find marketing personalization very appealing. So, personalization has become one of the many marketing strategies you must start focusing on for the sake of your campaigns.
Moreover, this data analytics strategy can greatly help, especially when your campaigns are executed across different digital marketing platforms. The data can easily help you determine which platforms share the same leads and which perform best. Truly, data can make room for other strategies and will give you full confidence in what will work.
In this way, you can spend minimal time on unimportant activities and focus more on other tasks, such as website audits. After all, your digital marketing efforts will not be fruitless without a strong website.
5. Monitor campaign performance
With data and the best analytics tools, you can easily track your entire marketing performance in real-time. And this ultimately helps you refine all your marketing strategies and optimize campaigns– especially on your paid marketing initiatives that boost your SEO performance because it maximizes your ad spend.
When you use data to your advantage, expect to see a major impact on your campaigns, helping you to become more informed and creative in your future techniques.
6. Predict marketing demands
By using timely data and assessing historical records, you can identify trends, patterns, and expected demands. Predictive analytics, marketing analytics we mentioned above, can give you the power to see the future. This can be helpful, especially when your business is on a tight budget.
You gain a competitive edge when your digital marketing efforts are informed with the right data. You can better understand your construction business, customers, and environment. You can leverage insights to refine your campaigns better to identify what campaigns you should prioritize first, like whether or not you focus on your website performance more than the others. With data, you can simply know your next and right move. And it shows how data is such a huge help in your digital marketing journey.
Partner with a Data-Driven Agency Like ConstructionMarketing.io!
You can have all the strategies to implement to get the most out of the data. But what you need is a data-driven marketing agency that is capable of doing more.
Here at ConstructionMarketing.io, we have the experience, the skills, and the people. We have the best analytics tools, and we use the latest technologies to track and measure the overall performance of your campaigns. We aim to deliver you data-informed insights that can help you be on edge and create more informed decisions.
Our agency is full-service, which means we offer digital marketing services ranging from Website Development, Search Engine Optimization, Social Media Marketing, Email Marketing, and more.
When you outsource your marketing needs from us, you can focus more on other aspects of your construction business.
Contact us today and allow us to handle the rest.