If there’s one thing marketing analytics tools are perfect for, it’s crucial marketing data. But whilst it’s beneficial that marketing analytics tools provide you with useful data – such as the insights received from call tracking software – it’s important that you know how to use this data to manifest profitable returns from your marketing efforts.
We’re going to take you through some actionable steps you can take to drive your marketing efforts using data from expert analytics software.
Stretch your marketing reach
The insights from your marketing analytics software can be used to increase your reach when it comes to the visibility of your marketing.
Many tools available can provide focused data on specific campaigns or channels, but fail to give a wider overview of your marketing efforts.
Your analytics software can trace the interactions of every customer across each channel, campaign, and activity, so you can create detailed journey maps for every customer.
This helps you keep a keen eye on every area of your marketing, and at a glance, you can see comparisons, trends, and also view your strongest campaigns for driving engagement.
Optimise your conversion rates
You should also be using the data from your analytics software to optimise your conversion rates across different campaigns.
This can be done with the data you receive that reveals the activities producing the most conversions – whether this be website visits or calls, for example.
You can then analyse these activities to establish what elements make them drive engagement. This could be anything from the channel it’s in, to the style of content used, or the point at which it’s found in the customer journey.
Using this information, you can apply these findings to your other existing or new campaigns to maximise conversions at these points also.
Reinvest your marketing budget
The data from your software can also be used to restructure your marketing budget to optimise your return on investment.
You’ll have a clear picture of what areas of your marketing are bringing the most value to your business, such as generating valuable leads or driving the most purchases.
Apply this as a compass for your marketing budget, and you’ll be more effectively directing your resources towards successful activities, and avoid spending on underperforming campaigns.
This will lead to maximum results with as minimal spending as necessary – and most importantly, in the right places.
Improve the customer experience
Some of the most important data in your analytics software can come from your customer phone calls. Using speech analytics, you can transcribe every call for analysis and have the software identify any spoken keywords.
These keywords can be tailored to indicate a range of things, such as your most valuable leads, main customer pain points, and common enquiries.
Use this data to refine your communication with customers over the phone, through things such as promptly identifying the purpose of their call, alongside ensuring their needs are met when the call ends. In turn, you’ll have more satisfied customers and thus, an increase in your leads and sales.
By using these simple yet effective steps, you’ll know how to take the data from your marketing analytics software and morph it into accurate strategies for enhancing your efforts.
Which of these methods will you be implementing in your business first?