How Does Data-Driven Marketing Affect Analytics, Anyway?

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All brands are sure that they know their customers better than anyone else does. How could they not? Brands market to audiences, people buy their products, and then brands are successful! So, they must have done something right! But, what if the people who buy the products are not the people the brands think they are?

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Rainmaker Digital

Since January 2006, Copyblogger has been teaching people how to create killer online content. Valuable information that attracts attention, drives traffic, and builds your business. These days, that’s called content marketing. Copyblogger founder Brian Clark has been building businesses with online content marketing since 1998, before anyone used that term. Copyblogger started as a simple one-man blog. Today, Rainmaker Digital (formerly Copyblogger Media) is a software and training organization with more than 125,000 unique customers — and it was all done with useful content, smart copywriting, and solid products and services.

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CHANNEL PARTNERSHIPS

Vendor Vetting: Things to Consider

Article | August 5, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | August 8, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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MARKETING STRATEGY

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | July 12, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

Rainmaker Digital

Since January 2006, Copyblogger has been teaching people how to create killer online content. Valuable information that attracts attention, drives traffic, and builds your business. These days, that’s called content marketing. Copyblogger founder Brian Clark has been building businesses with online content marketing since 1998, before anyone used that term. Copyblogger started as a simple one-man blog. Today, Rainmaker Digital (formerly Copyblogger Media) is a software and training organization with more than 125,000 unique customers — and it was all done with useful content, smart copywriting, and solid products and services.

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MARTECH

Affinitiv Launches New Solution-Based Management Console

Affinitiv | January 27, 2022

Affinitiv, the leading provider of data-driven marketing and software solutions to the automotive market, launches its new all-in-one management console, DealerLens. The console enables Affinitiv clients to easily measure and benchmark results across multiple solutions, which allows dealerships to track productivity more effectively across all dealers within a group. Additionally, DealerLens provides dealerships with a high-level overview of the performance of each Affinitiv product they are using and how it interacts with their business. DealerLens is a one-stop shop for getting a complete front-to-back view of the dealer group’s operations to find actionable insights that improve business for the dealership. The console interface displays customizable widgets based on the information each dealer wants to receive. The dealer can view an overall summary of their business and benchmark dealerships within the group by the entire industry or brand piers. The views are broken into key areas of the business with a customized heads-up view to pin favorite metrics. DealerLens ultimately delivers a highly efficient way to digest data to meet the specific goals within a dealer group and its dealerships. Affinitiv DealerLens’s top features include: Identifies new and unique KPIs for dealers Provides multiple views of data across a group including a summary, dealer benchmark, industry benchmark, and brand benchmark Provides actionable insights to eliminate “Data Overload” Combines data sets from multiple third-party integrations We provide dealerships and groups productivity and retention tools spanning the entire operation of a dealership, and we continuously hear from our customers the need to truly understand their business holistically. We saw the need to develop DealerLens, to aggregate data from multiple tools, third parties, and parts of the operation into one place, while making it simple and actionable. Our dealer groups now have the capability to view the performance of all Affinitiv products in one place from both a brand and local level. This type of software does not exist within dealer groups yet and we are excited to roll this out for our clients.” Matt Rodeghero, Chief Product Officer at Affinitiv About Affinitiv Affinitiv is a leading provider of data-driven marketing and software solutions serving automotive manufacturers (OEMs), dealer groups, and individual dealerships. Backed by more than 20 years of automotive and marketing expertise, Affinitiv supports over 5,500 dealerships and every major OEM in the country. Affinitiv is fueled by the Atlas Digital Experience Platform, using unprecedented intelligence to enrich the customer experience across the automotive lifecycle. With a technology-driven, consultative approach, Affinitiv drives the next-generation customer experience while creating customers for life.

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Why marketers must be the keepers of their own content - or risk losing it

Digital Marketing World Forum | June 05, 2019

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.

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Read the small print: why data ownership always matters

Marketing Tech News | January 24, 2018

Using and protecting data is complex and the regulatory issues are wide-reaching. When choosing third party services to process data, brands often assume they retain control over how their data is used. However, that is often not the case and it can have serious practical and legal consequences. Being able to identify potential issues in advance is a key skill when trying to ensure your business does not get caught by them. From ownership, to the GDPR, this article will explore some of the issues facing companies when they hand over their data.

Read More

MARTECH

Affinitiv Launches New Solution-Based Management Console

Affinitiv | January 27, 2022

Affinitiv, the leading provider of data-driven marketing and software solutions to the automotive market, launches its new all-in-one management console, DealerLens. The console enables Affinitiv clients to easily measure and benchmark results across multiple solutions, which allows dealerships to track productivity more effectively across all dealers within a group. Additionally, DealerLens provides dealerships with a high-level overview of the performance of each Affinitiv product they are using and how it interacts with their business. DealerLens is a one-stop shop for getting a complete front-to-back view of the dealer group’s operations to find actionable insights that improve business for the dealership. The console interface displays customizable widgets based on the information each dealer wants to receive. The dealer can view an overall summary of their business and benchmark dealerships within the group by the entire industry or brand piers. The views are broken into key areas of the business with a customized heads-up view to pin favorite metrics. DealerLens ultimately delivers a highly efficient way to digest data to meet the specific goals within a dealer group and its dealerships. Affinitiv DealerLens’s top features include: Identifies new and unique KPIs for dealers Provides multiple views of data across a group including a summary, dealer benchmark, industry benchmark, and brand benchmark Provides actionable insights to eliminate “Data Overload” Combines data sets from multiple third-party integrations We provide dealerships and groups productivity and retention tools spanning the entire operation of a dealership, and we continuously hear from our customers the need to truly understand their business holistically. We saw the need to develop DealerLens, to aggregate data from multiple tools, third parties, and parts of the operation into one place, while making it simple and actionable. Our dealer groups now have the capability to view the performance of all Affinitiv products in one place from both a brand and local level. This type of software does not exist within dealer groups yet and we are excited to roll this out for our clients.” Matt Rodeghero, Chief Product Officer at Affinitiv About Affinitiv Affinitiv is a leading provider of data-driven marketing and software solutions serving automotive manufacturers (OEMs), dealer groups, and individual dealerships. Backed by more than 20 years of automotive and marketing expertise, Affinitiv supports over 5,500 dealerships and every major OEM in the country. Affinitiv is fueled by the Atlas Digital Experience Platform, using unprecedented intelligence to enrich the customer experience across the automotive lifecycle. With a technology-driven, consultative approach, Affinitiv drives the next-generation customer experience while creating customers for life.

Read More

Why marketers must be the keepers of their own content - or risk losing it

Digital Marketing World Forum | June 05, 2019

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. As the demand on marketers to create digital content has grown, it has led to rapidly expanding volumes of large video files; as a solution, marketers often rely on platforms such as YouTube to host content. However, this can result in data getting into the wrong hands and being used incorrectly, or worse still, being lost entirely if the platform goes down.

Read More

Read the small print: why data ownership always matters

Marketing Tech News | January 24, 2018

Using and protecting data is complex and the regulatory issues are wide-reaching. When choosing third party services to process data, brands often assume they retain control over how their data is used. However, that is often not the case and it can have serious practical and legal consequences. Being able to identify potential issues in advance is a key skill when trying to ensure your business does not get caught by them. From ownership, to the GDPR, this article will explore some of the issues facing companies when they hand over their data.

Read More

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