Historically, marketing has been viewed as a primarily creative field. Most people picture Mad Men-esque creative executives coming up with catchy slogans and designing beautiful ads. However, as technology advances, marketing is becoming much more mathematical and logical. The best marketers are those who have both left- and right-brain strengths and can balance the creative side with analytical research.
The average company allocates 6.7 percent of its budget to analytics. By 2020, this number is expected to increase to 11.1 percent. These analytics make behavioral analysis possible; they allow brands to learn about their customers so that their creative messaging can be more effective.
Despite the typical budget allocation, analytical analysis doesn’t have to be expensive. Trade publications and other forms of third-party data like public records or earnings reports are free. Furthermore, most companies already collect data from customers, and the major cost comes from the time it takes to review the data and make decisions about it. By signing up for Google Analytics, small businesses can tap into the power of behavioral analysis to learn what their customers are interested in, how customer access business websites, and what they’re looking for when they get there.
Check out the infographic below by CopyPress, as well as these other resources that will help you improve your marketing campaigns and increase their odds of success. You don’t have to be a math genius or computer science major to utilize data for your campaign and increase the chances of hitting a creative home run.
Homerun Nievera is the publisher of Negosentro.com and WorldExecutivesDigest.com. He has interests in several tech and digital businesses as director and chief strategist.