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Using the Power of Data Analytics for Your Brand Campaigns and Efforts
- September 8, 2024
Creativity and relevance of a good product or service are essential to a campaign’s or project’s success. This is so much easier said than done. In a world overflowing with brands, how do you make your business efforts relevant to your market? One key way is through investing in well-researched and reliable data analytics. Just like your own relationships, the more you know about the person, the more you can connect with him or her. So, how do you get started?
Knowing your market’s behavior
People are complex beings. While there is no way to know your market 100%, there are key things you should know to determine if 1.) they are indeed your market, and 2.) how to connect and eventually produce the desired business results with them.
Begin by knowing the qualitative and quantitative data of your market. Quantitative data is composed of numbers, facts, and statistics about them, while Qualitative data describes their personality, interests, and preferences.
Work with an expert agency or explore online tools to get you started in this aspect. Here are some sites you can check out:
Awareness of key patterns that are relevant to your market
Upon knowing the essential aspects of your target market, you can further research the qualitative things that affect their buying and decision-making behavior. Examples of specific buying pattern categories, as given by https://blog.hubspot.com/ include routine purchases (grocery, gas), limited decision-making purchases (recommendation, referral) extensive decision-making, and impulse purchases. These more specific customer journeys may lead to things like awareness, consideration, conversion, purchase, or referral.
From this information, you can make strategic efforts to make your marketing more effective to your customers. For example, if your target is an impulse buyer, investing in an easy-to-find and well-designed shelf space can be a way to boost sales.
Evaluating campaign results
Every brand campaign or project is rooted in desired results, or more technical terms — Key Performance Indicators (KPIs). Tools and efforts are then used to see if these are met. For instance, if you had a product launch for a new makeup product, your KPIs can include media attendees, event guests, and number of website hits, coverage, and product sales.
For startups, things like a simple event attendance sheet immediately generate information about what kind of people are interested in your brand. On a bigger scale, some tools and experts can help you analyze your efforts. Meltwater is one of the online tools you can use to evaluate your campaign: https://www.youtube.com/watch?v=lTwqwubnk4k
Applying all of this consistently to your business may seem overwhelming, but the results will help you go further in the future! As we always say here in Monday Mentor, “Consistency is key!” As a marketing communications agency, we put a lot of value on analytics as a tool to guide us in our current and future efforts.
BrandSpeakAsia offers social listening and social media analysis services at the end of each campaign to gauge its effectiveness concerning our KPIs, goals, and objectives. We can do this for you too!
This caps up today’s chat. See you again next week! Want to discuss more? Send us an email!
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