Analytics: getting the full picture

George Peachey
George Peachey

Through a growing number of analytical tools we are able to get more insight into our marketing campaigns than ever before. They offer us insight into what our customers are doing, what they’re thinking, how they are interacting with us and most importantly, how they intend to spend their money, all in easy to consume quantitative data.

But sometimes, do we put too much trust into these tools without thinking about the human element: feelings, emotions, preference’s and gut feelings i.e. qualitative data?

Below we run through a few things to consider when you analyse your digital marketing performance.

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People first

One thing that all marketers can be found guilty of at any one point is forgetting that the audience we are trying to communicate with is human too. Even in the world of B2B, it’s individuals within a company that we are marketing to, not a big corporate. So don’t get lost in the data and forget the people who sit behind it: a click isn’t a number – it’s a person using their mouse or finger!

We’ve recently run a social media campaign across EMEA and from insight into the different regions we knew that in Mediterranean countries workers tend to take longer lunch breaks and work later into the evening. This gave us two options: pause ads over lunch times to ensure funds were not wasted or adjust ads to make them more appealing to people who are in "home mode" instead of "work mode".

In this example quantitative data could have shown us that ads perform less well in the day in these areas, but it’s the qualitative information that has told us why and how to make the most of the situation. Knowing your audience, their culture and the reasons behind their behaviour is crucial to optimising your campaign.



We can also take this a step further by testing your campaign on people before it's launched. Next time you’re setting up a new landing page, writing an advert or creating a new email, be sure to run it by your colleagues first. Find out how they would navigate the page, what the advert makes them think and how they want to respond. You might be surprised. 



The whole picture

Some of the best real-world data comes from the people who interact with your customers the most: your sales and/or customer service teams. They know your customers inside out and have first hand experience of how they interact with your brand and how they want to do so in the future. Taking this insight alongside analytics produces insight-led campaigns. Campaigns that know what your customers want and deliver it to them. Our recent GDPR campaign with Softcat illustrates this perfectly. The campaign started with the results of the annual customer survey – it revealed that what their customers really wanted was unbiased, easy-to-follow advice on GDPR. And through a multi-channel campaign we gave them exactly that. It’s been an incredibly successful campaign with a 12.3% lead generation rate and a pipeline of over £500,000.

You can read more in our case study here (after you finish reading this blog of course...) By combining customer feedback and insight with great quality data, you can create a much fuller picture of your customers and their behaviours. So next time you’re planning a campaign stop and think about who you should be involving in the planning stages to get that fuller picture.

What's good for you?

Celebrating a campaign's succes is what every marketer wants to be able to do - but what exactly does success look like for you? How do you know what numbers you should be aiming for? How many visitors should your Google Analytics account be showing? What click throughs can you realistically expect from your LinkedIn campaign?

When you’re starting from scratch the best way to approach your KPIs and goals is to first think about why you’re doing this campaign: are you trying to get more visitors, more form fills or raise brand awareness? Once you’ve decided on your focus take a look at industry benchmarks for those areas to give an idea of where you can aim.

This is a good first step yet when you’re a few months into your campaign you’ll have your own data and can start to benchmark against yourself: the ideal way to do it. Success is different for all of our clients, so by tracking a campaign over time we begin to learn what is a great campaign on a client by client basis. If you’re averaging a CTR of 0.1%, an increase to 1.4% is a great success, yet for other clients with a CTR of 2.4%, success (or indeed poor performance) looks pretty different.



For those just getting started, take a look at some of these benchmarking resources below:

MailChip Email Benchmarking:

We Are Social Global Internet Usage Benchmarking:

Royal Mail Market Reach Postage Benchmarking:

At Miramar we are constantly gathering data, researching audiences and personas, and reviewing and optimising campaigns. If you’d like some insight into enhancing your digital marketing performance we’d love to hear from you – get in touch here.

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