Data Analysis

3 Actionable Data Points Every Marketer Needs in 2014

  |  January 28, 2014   |  Comments

In 2014, marketers will need to seek out tools that help them produce valuable and engaging content that works to connect their brand with customers.

Creating and distributing high-quality marketing collateral comes at a price. It requires the investment of precious time, energy, and resources, so it's a shame that a lot of organizations don't have the tools in place to measure the more telling engagement indicators that provide insight into how well (or not well) certain marketing initiatives are performing. With access to the data points that carry more potential for action, marketers have the opportunity to revise and perfect marketing messages, delivery vehicles, and overall strategies.

Think About It
You want your content to be shared and disseminated freely, but you also don't want to lose track of analytics along the way. Neither do you want to dissuade people from engaging with or sharing content by hiding it behind a lead-gen form.

This is exactly the challenge companies like Content Raven are aiming to solve. With the use of non-invasive content delivery solutions and next-level, marketing analytics tools, marketers now have the ability to track things like what type of device their content is being viewed on, and whether or not people are watching a video all the way through to the end (or re-watching certain portions), sharing an infographic with friends and colleagues, or skipping over certain slides in a presentation.

3 Actionable Data Points
Sure, you can tally up retweets, check email campaign open rates, or add up page views, but what does that actually tell you? It gives a broad indication of how many people are touching a piece of content, but it doesn't help with understanding:

1. Data Point: The type of device someone is using to consume your content.

   Action Step: Review (and possibly reallocate) design resources to optimize different content pieces based on the most popular devices used for retrieving and viewing.

2. Data Point: The most boring, exciting, confusing, engaging, (fill in your own "-ing" here) parts of your content.

   Action Step: Edit sales material, training documents, product videos, etc. based on specific information related to how users are interacting with your PowerPoints, videos, PDFs, etc.

3. Data Point: Detailed demographics that include the viewer's email address, location, and how long they're spending with content.

   Action Step: Identify popular content pieces (and/or sections within) for repurposing or reprioritization, while zeroing in on target audiences.

Measuring Engagement: The Nitty Gritty
How are people interacting with your infographics, slideshow presentations, sales collateral, marketing decks, and product videos? What pages or sections are they spending the most time on? What kinds of devices are they viewing them on? Do they print or share the information with other people? What parts of the content are garnering extra (or less) attention from viewers?

As marketers, we're all trying to take advantage of big data and automation tools to create customized buyer personas that we can match up to personalized marketing funnels, but to do that effectively we need analytics tools designed around interactions and engagements.

Actionable Opportunities
Analytics move from being general talking points to actionable opportunities when you acquire the ability to get super granular with the measurement of data points. In 2014, marketers need to seek out tools that assist them with the tall order of constantly producing valuable and engaging content that works to connect their brand with customers.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Aubrey Beck

Aubrey is director of content for Salted Stone, an award-winning boutique digital agency that drives increased revenue for clients by producing extraordinary websites, digital collateral, and search marketing campaigns.

Aubrey specializes in helping businesses engage with their clients and respective audience. She has experience working in a broad range of industries, including technology, e-commerce, licensing, marketing, and publishing.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...