How to Use Data to Drive Your Marketing Success

Ah, data. Some say it’s the golden ticket into what customers are really thinking. But just where does it come from? Well, there are two sources that offer distinct insight. Reactive data is gathered after a customer purchases a service, often through a complaint. This data is highly valuable as it allows an organization to fix problems and enhance a customer’s experience. Meanwhile, proactive data is collected from market research, prior to a customer interacting with a brand. Therefore, issues can be prevented before they arise. Ultimately, both data types play a critical role in improving customer satisfaction and retention. It’s important, however, to follow these three steps when using data to optimize your strategy.

Review Often. Analytics are the most important ally in developing a successful marketing strategy. Chances are you’ve already got a system in place to collect website or vendor data, but do you review it regularly? If not, you may miss out on a valuable opportunity to reach new and existing customers more effectively.

Segment E-mail List. All too often we see content sent to customers’ inboxes that doesn’t address their needs. With Marketing Automation, you can segment your leads into dynamic lists and send targeted messages to each group. The data collected automatically creates a unique customer profile for each lead, and allows you to tailor content to address individual travel needs.

Don’t just target customers with generic ads. Re-target them. Now that you know more about your ideal customer, use it to your advantage. Run a retargeting campaign that follows users after they visit your website. That way your brand can stay top of mind and ultimately convert them into paying customers.

Now that you know these tips, you can better shape your marketing strategy to address customers’ needs and increase profit. So, what are you waiting for? Get started today with help from the experts at BBG&G Advertising.