What is Marketing Intelligence?
Marketing intelligence is the data and insights that are used to drive successful marketing campaigns. It’s the information that helps marketers make informed decisions about how to target their audience, what messages to use, and which channels to use to reach them. But simply gathering and analyzing marketing intelligence isn’t enough. To be successful, marketers need to take that intelligence and make it actionable.
For most marketers, the challenge with rapid increase in online channels customer use is not a lack of data, but a lack of data integration. Unconnected systems (email marketing, web analytics, landing page creation tools, content management systems, and CRM) often fail to bring vital information together in one centralized location.
Marketing automation tools integrate with CRM solutions to deliver a centralized source of multi-channel analytics for one version of the truth in simple, drill down dashboard reporting designed for marketers.
Website Analytics allow organizations to quickly evaluate website shifts with accurate statistics covering a wide-range of metrics. This type of real-time insight is so important to marketers so you can identify areas of improvement and better fine tune your website to increase message response. Also, you can measure response and engagement by including call to action website links in email campaigns. It’s also important to track the success of your email campaigns, in real-time, to make adjustments or additions to a campaign based on user response.
Marketing automation can provide comprehensive reporting across CRM and marketing tools, so marketers can see a complete picture of recipient activity, email bounces, bad email data, link activity, geographic breakdowns, as well as associated opportunity. Comprehensive reporting allows marketers to properly determine the results of marketing campaigns on real dollars.
Set Goals: The best way to make marketing intelligence actionable is to set measurable goals. These goals should be specific, achievable, and attainable. They should also be aligned with the overall strategy of the business. By setting goals, marketers can use the intelligence to measure and track progress towards these objectives.
Identify Opportunities: Once you’ve set your goals, you can begin to identify opportunities to capitalize on the intelligence to achieve them. For example, if your goal is to increase sales, you can use marketing intelligence to identify new markets or customer segments that could be more receptive to your messages.
Develop Strategies: Once you’ve identified opportunities, you can begin to develop strategies to capitalize on them. This includes everything from identifying the best channels to use, to creating content that resonates with your target audience.
Implement Tactics: Once you’ve developed your strategies, it’s time to implement the tactics necessary to make them successful. This could include everything from optimizing website pages, to running paid advertising campaigns, to launching campaigns on social media.
Measure Results: The final step in making marketing intelligence actionable is to measure the results. This allows marketers to track their progress towards their goals and identify areas that need improvement.
By following these steps, marketers can take the information they’ve gathered and turn it into actionable insights that can be used to drive successful campaigns. With the right strategies and tactics in place, marketers can use the intelligence to make more informed decisions and increase their chances of success.