Creating data-driven strategies is not a new concept. Yet, successfully implementing these tactics might be difficult.
In this article we’ll talk about marketing information management; from a data standpoint, we’ll break down the various components, data types you should be tracking, and some things to consider when developing a strategy.
Let’s get into it.
What is Marketing Information Management?
Marketing information management is about collecting, analyzing, and using data to make informed marketing decisions. Understanding your clients on a more data-driven level allows you to adjust your marketing strategy to target them effectively.
Picture this: you’re in a posh restaurant with the ultimate wine list. You have no idea where to begin. This is where the sommelier comes into play. They know everything there is to know about wine and can help choose the best bottle for you. That’s exactly what marketing information management is – it’s like having a sommelier that knows all the data points, analyzes consumer preferences, and reports on the best wine selection to deliver the best customer experience.
Marketing information management is made up of three major parts:
- Data collection
The practice of gathering information from multiple sources, such as social media, email campaigns, and customer surveys, is known as data collection. This information is the basis of your successful marketing efforts.
The analysis process entails evaluating the acquired data to find patterns, opportunities, and areas for improvement. It assists marketers in making informed judgments to optimize their tactics for better results.
Lastly, reporting conveys the study’s findings in an understandable way through charts, graphs, and other visuals. These reports assist teams in staying on track and meeting their goals.
Businesses may establish a comprehensive marketing information management plan that helps them remain ahead of the competition by combining these three factors.
Do You Need Marketing Information Management?
Marketing information management is critical for companies that are looking to optimize their marketing strategy and make more data-driven decisions.
The first thing you need to do is examine whether you have specific marketing objectives. Do you find it difficult to make educated decisions? Are your marketing efforts yielding bad results? If you answered yes, continue reading.
Consider performing a marketing audit to examine your existing marketing activities and discover areas for improvement if you’re unsure where to begin.
This might assist you in determining what data you need to collect and where you should concentrate your efforts. Marketing information management can assist you in better understanding your target audience, optimizing your campaigns, and meeting your marketing goals.
Challenges of Marketing Information Management
Marketing information management is a lot like creating a great meal: it takes time, effort, and real expertise. Yet, just like cooking, there will be some difficulties along the road.
One of the most difficult challenges is deciding what data to collect and how to acquire it. There’s a lot of data out there, and choosing what to focus on might be difficult. It’s also difficult to efficiently examine the data. It might be difficult to make sense of all the varied measurements and data points and turn them into valuable insights.
Finally, there’s the issue of properly sharing the findings to stakeholders. It’s important to provide the data in an understandable and actionable manner. These obstacles can be intimidating, but companies can overcome them with the right tools and skills and develop effective marketing information management plans.
Who can Benefit From a Marketing Information Management Strategy?
All corporate departments participating in the marketing process must maintain marketing information. Marketers, product managers, customer support agents, and sales teams are all included.
It makes no difference what industry a company is in, whether a startup or a major organization, or what products or services it provides. Everyone, from small business owners to large corporate teams, may profit from a marketing information management approach.
A marketing information management plan is for you if you want to reach your target audience more effectively, save time and money, and make data-driven decisions. With a complete strategy, all company departments can collaborate to establish an efficient marketing process that yields superior results.
Developing A Marketing Information Management Strategy
A few crucial measures must be taken to build a successful plan. The first stage is to define specific marketing objectives. This could range from increasing website traffic to generating more leads.
Once your goals are established, you must determine what data you’ll require to meet those goals. This could contain quantitative data, such as website analytics, and qualitative data, such as customer feedback. Gathering as much data as possible is vital to examine your target audience holistically.
It’s now time to begin evaluating the data. This entails identifying trends, patterns, and opportunities for improvement. Identify the aspects that majorly impact your marketing performance using statistical tools such as regression analysis. This study will assist you in making informed decisions regarding your marketing strategies and ensuring that your efforts are optimized.
Ultimately, you must communicate your findings in an understandable and usable format. This might be presented as a report or a dashboard. It’s critical that the data is presented simply, concisely, and visually, allowing stakeholders to rapidly grasp what is and is not working. Businesses may make informed decisions, optimize marketing efforts, and achieve their objectives with a thorough marketing information management plan.
What Type of Data Should Your Company Track? Three Key Data Points
Keeping track of the appropriate data is critical to success. Every company should track three types of data: customer data, lead data, and target audience data.
Customer data includes information about current and previous customers, such as purchase history, demographics, and feedback. Businesses can better understand their consumers’ requirements and preferences by tracking customer data and making informed decisions about upgrading their products and services.
Lead data includes information about prospects interested in a product or service. This can contain their contact information, demographics, and behavior on the company’s website or social media pages. Businesses may discover high-quality leads and modify their marketing efforts to better convert them into customers by tracking lead data.
Target audience data provides the company’s ideal customers’ demographics, interests, and habits. Businesses may design more targeted and effective marketing efforts that are more likely to resonate with their target demographic and deliver greater results.
Businesses can acquire important insights into their clients and target audience by tracking these three data types to make more data-driven decisions. A thorough marketing information management plan focused on these three main data elements can assist organizations in staying ahead of the competition and achieving their marketing goals.
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