The role data plays in converting prospects to customers
Creating a seamless experience unique to different audiences is the ideal goal of any marketer. Depending on the medium, there are several approaches to leveraging your data with the correct technology to create those experiences. After deciding on the communication mediums, the technology and data used to target, and the digital experience, what do you do next? Each campaign creates mountains of raw data needing to be analyzed for actional insights. These data points are grouped into two buckets:
Pre-click: everything that happens before a prospect clicks your ad. This data captures how the audience performed to our advertising prior to making it to our page.
Post-click: everything that happens after a prospect clicks your ad and lands on your page. This data captures how an audience performed after they made it to our page.
Using these buckets of data, we analyze our audiences to tweak both our pre-click and post-click efforts. This often leads to creating a unique journey for an audience’s experience starting at first contact.
Let’s stop the marketing speak and give you an example:
We are a jewelry company whose goal is to help you find the perfect engagement ring. We know that individuals who are getting ready to buy an engagement ring do a lot of research and explore their options prior to contacting a store. Knowing this, here’s what we’d do next:
- We determine which communication mediums will be most effective with our target audience.
- We will publish resources on our websites and social channels to highlight our expertise.
- We will optimize our SEO and implement search campaigns so that our audience can see our name, content and ring options as they are doing research.
- When we ultimately get users to click through to our site, we will retarget them with banner ads to drive them to our ring gallery.
- Based on how they engage with the gallery, we will change the content on-site and continue to reach them with content that feels meaningful to their experiences and estimated stage of the customer-journey funnel.
And when we implement all of this correctly, we will not only build familiarity but also drive conversions; develop brand loyalty; and have a satisfied, happy, ring-wearing customer.
This example illustrates that understanding how to effectively utilize these raw buckets of data is a vitally important part of what it means to be a modern agency that creates data intelligence.
About the Author
Adam Sanders is the director of analytics at Bader Rutter, where he applies his background in attribution and predictive modeling to drive analytics for the entire book of business. His experience ranges from credit quantitative analysis to targeting and segmentation, as well as working for a variety of industries within the agency world. Adam is passionate about making data actionable and creating data intelligence for all of Bader Rutter’s clients. When he’s not talking data, you can find him making historical references, on the edge of his seat at Marquette University basketball games, walking his dog or making smoked briskets.