New whitepaper by Minerra – Marketing Analytics: The only way forward

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In every business, in every department, managers are accountable for the money they spend, and how effective that spending has been. Marketing analytics is no different. Unfortunately for years, marketers were executing plans based on gut feel, or unreliable numbers.

Digital Marketing Analytics For A Changing Era

In this digital age, marketers can no longer flounder around in the dark to figure out if their tactics are effective. With almost all aspects of business and personal consumption conducted online, it is no longer difficult to track return on investment.  Aided by the right tools, the ability to make informed, data-driven decisions by looking at digital marketing analytics, marketers can answer key questions such as:

  • What are your most successful marketing channels?
  • Where are you getting the most bang for your buck?
  • How are your customers engaging with your company?

So where do you start? What do you need to measure? How do you measure what you require?

Minerra’s latest whitepaper answers these questions and more. We take a look at the evolving role of the marketer and what’s important now and in the future. We explore the role of analytics in marketing, and take you through some of the ways you can start leveraging the data you are no doubt already accumulating in the background.

Download the whitepaper

Wherever your marketing department is in your analytics journey, Minerra is happy to help. Download our whitepaper to learn more about marketing, analytics, and how you can optimise your marketing approach. If you have any questions, or would like to chat about how we can help, contact us.

Analytics and Data Driven Marketing: What are the analysts saying?

Marketers were among the first departments to start utilising data and analytics to inform strategy and tactics. They had to go where the audience was, and when the audience moved online, so did marketers. The internet, social media and mobile technology have all influenced the way data driven marketing get their messages out to their target audiences, and the way they measure success. The digital marketing mix now has to include a web presence, social media accounts, and content generation and distribution as basic tactics, and all these have to be analysed and measured.

Marketers constantly have to answer these questions; What is your ROI? What are your most successful marketing channels? What is your cost per lead? How are your best leads scored? Is the sales team focusing on these top leads? Are the leads being generated aligned to the type of leads the business needs for continued growth and success? These are all questions that can only be answered with data and analysis.

The Future Of Data Driven Marketing

According to Gartner, more than two-third of marketers plan to base most of their decisions on analytics within two years. It is no longer acceptable for a sophisticated marketing strategy to be formed based on ‘gut feel’. Plans and tactics should not only align with overall business strategy, they must be informed and optimised by data driven marketing.

Their analysts have also identified four key traits marketers should have for success in data-driven marketing: empathy, agility, accountability, and a focus on data hygiene and integrity. High-quality data will aid marketers build dynamic programs that meet business goals.

Forrester’s analysts have identified the need to balance analytics with engagement. Data must be evaluated and then engaged with in the most effective way to create an impact on revenue and the bottom line. While many marketers are utilising analytics, they need to be able to tweak, adapt and change tactics to really ensure that they’re using the data to improve the marketing function.

Forrester also emphasizes the need to create deeper relationships with customers through technology – “business intelligence (BI) solutions; cloud infrastructure to reduce cost and be more agile; marketing tech that offers a real-time, single view of the customer; customer experience processes; and specifically useful to the next wave of relationships, artificial intelligence that will drive a conversational relationship with your customer”. Traditional advertising fails to create deep, conversational relationships – Forrester predicts the end these marketing channels.

Analytics and data visualisation platforms can certainly help marketers understand and analyse data in order to make data-driven customer-centric decisions. Real-time data allows for the marketer to be agile and test and tweak plans to ensure success. Engagement data allows the marketer to build deeper and more meaningful relationships with customers – whether engagement occurs via social media, sales teams, or through product usage.

There is a depth of information just waiting to be tapped, you just need to get started.

Wherever your marketing department is in your analytics journey we’d be happy to have a no-obligation consultation with you to see how we can help you meet your business goals. Contact us at our details here.

Analytics: Are you ready to take the leap?

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Analytics, big data, business intelligence.

These buzzwords entered conversations in organisations a few years ago now, but not many people know what they mean.

As information technology has pervaded every department and every business process, companies have generated a tremendous amount of data. From small businesses to international conglomerates, every organisation generates data that, until fairly recently, has been simply accumulated and stored. And until you can access, interpret and understand this data, your organisation is missing out on the opportunity to use this information to augment and make informed business decisions.

Analytics is a vital tool to support the decision-making process. This article provides a few succinct examples of how businesses of any size can benefit from analytics:

  • It’s much easier to make informed decisions.
  • It’s a structured way for growing revenue.
  • It increases the competitive advantage over other players in the industry, including larger businesses.
  • It improves the productivity of their business operations.
  • It enhances the quality of their customer service.

So why wouldn’t you leverage your data to gain these benefits? There are many perceived barriers companies face when thinking about approaching analytics:

  • I don’t think my company wants to spend money on this yet.
  • We don’t have the budget for this.
  • I don’t know where my data is.
  • I don’t know how to get to my data.
  • I don’t even know what is being stored.
  • I wouldn’t know the first thing about sorting out the data.
  • I cannot interpret this data.
  • I cannot communicate this effectively to my manager/head of department/CEO.

With the right tools and the right approach, companies can easily overcome these barriers so they can leverage their data for competitive advantage.

We’ve written a short guide to help you think about whether your organisation is ready to take the leap. Click on the button below to fill in a quick form and get the guide delivered to your inbox.

Download our guide

If you think your organisation is ready to have a conversation about analytics, give us a call. We’d be happy to have a no-obligation consultation with you to see where your organisation stands, and how we can help.