Data is King: How to Make the Most of your Marketing Intelligence
Marketers should take every step to ensure their campaign intelligence is as razor sharp as possible.
“Data-driven” is one of the most common buzzwords in modern marketing. It’s widely known that using quantitative marketing intelligence in campaigns leads to success, and every marketer worth their salt will be using available data to inform and drive their efforts.
But not everyone takes advantage of the methods available to improve their data—both in volume and quality. And as better data = better campaigns, why would you not? Here are a few steps you can take to supercharge your campaign fuel.
Leverage buyer intent data.
Buyer intent data is a type of marketing intelligence which indicates when a certain account or company is actively researching a particular product or service, indicating their intent to make a purchase. Marketers can use this intelligence to create super-targeted, and highly-personalised campaigns directed towards prospects who they know are already in a position to buy.
By providing a pool of purchase-ready prospects to target, buyer intent data increases the likelihood of conversions and provides invaluable insight into customer behaviour. You can obtain buyer intent data from your own marketing efforts (sign up forms and content downloads are a good indicator of intent) or through third party tools.
Make your marketing campaigns multichannel.
Multichannel marketing is a holistic approach which involves deploying a single strategy across all of your promotional channels; such as social media, content, influencers, emails, and paid ads. Harmonising your channels instead of treating them as disparate platforms makes reporting easy and more effective. Multichannel marketing also allows you to determine an accurate ROI and CPL across entire campaigns, as well stack channels against each other. With this enhanced data, you can go into your future campaigns armed with insights and ready to make meaningful enhancements. The ‘Attribution Mirage’—where customers enter the buying cycle in a different way than what your attribution software is telling you—leads marketers astray while they think they’re being driven by data.
Clean your ad traffic
We see ad fraud draining nearly 30% of our new clients’ advertising spend—that’s almost a third of your budget going to waste on clicks which are extremely unlikely to convert. With global losses to ad fraud expected to reach $50 billion by 2025, this is one tactic you can’t afford to ignore.
Cleaning your ad traffic with a platform like TrafficGuard helps alleviate these wastages and ensures your marketing data is accurate and actionable. Our clients have reported increases in ROI of around 20%, and saved thousands of pounds per week.
TrafficGuard’s verification and fraud prevention platform provides clarity beyond measure across all your campaigns and channels. We believe the best advertising performance comes from decisions based on accurate data. The TrafficGuard platform verifies ad traffic with surgical precision to give you confidence in that data, so you can make bigger, better, bolder decisions in your campaigns and drive results.
With our measurement and verification capabilities you can determine which channels, creatives, campaigns, and ads are performing well, without the distortion of invalid traffic.
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