For incorporating data analytics into our clients’ marketing strategies, it all comes back to a test-and-learn process. Whether we’re trying a brand-new platform or continuing with established tactics, any change requires monitoring a “test” of initial data and then using that data to learn how to move forward.
On a micro level, for example, even small changes like swapping in new creatives on a tried-and-true ad platform still requires a form of test-and-learn. The first few days after an ad launch act as a performance test, helping us learn if the new creative is performing better than previous ads, meeting or exceeding benchmarks, generating positive or negative user comments, etc., and we’ll respond accordingly.
On a macro level, if you’re considering adding another marketing tactic into your mix, data will be crucial to measuring the tactic’s success.