To sign up for our daily email newsletter, CLICK HERE
There’s no doubt that a marketing effort may collect massive volumes of data; yet, if that data is misinterpreted, it is only worth a fraction of what it could be.
Though they recognize data’s importance, marketers often need help putting it to work effectively to achieve their goals. Statistics demonstrate that many marketers are still working through the process of becoming data-minded. Data analytics in marketing might be easier if you know how to avoid certain typical pitfalls. There are also Data Analytics Services that can be used to avoid such mistakes.
Common Data Analysis Mistakes Made By Digital Marketers
Here are some common mistakes digital marketers make that kill the maximum potential of their campaigns.
1. Using data for marketing when its too late
What motivates many in marketing is the thrill of coming up with a winning ad hook, slogan, or video concept for a brand-new product launch. In this respect, statistics can aid marketers in making more informed choices than they would be able to if they relied solely on their intuition.
Choosing to go against what the data suggests could mean taking advantage of the opportunity to reach out to customers and motivate them to take action.
2. Using an inappropriate method of data presentation
Data visualizations are visual depictions of information. Instead of looking at rows and rows of data and attempting to make sense of it, you can use visualizations to display the most important information in the form of charts, graphs, line plots, scatter plots, word clouds, infographics, or any other visual representation of your data.
These graphics are frequently used to construct user-tailored dashboards that compile relevant information in one convenient location. Problematically, marketers aren’t always data savvy, and it can be difficult to navigate the plethora of options for data visualizations without some foundational understanding.
If you go into your data before deciding on a visual, you can find the one that best conveys your info.
3. Putting superficial metrics in the spotlight
Any marketer can tell you that producing engaging content requires time, effort, and sanity. Learning that a video has gone viral or that a social media campaign has garnered thousands of likes, following, and comments are like the cherry on top.
It’s simpler than ever to lose sight of marketing’s three most critical goals: creating leads that convert, converting consumers into committed brand advocates, and evolving brand advocates from existing customers. When superficial indicators like the number of likes, retweets, followers, and comments are prioritized over substantive goals, marketing initiatives lose their effectiveness.
4. Putting too much stock in numbers
When it comes to data-driven marketing, it’s common for people to be motivated by their feelings and inspired by the work of others. You can quickly lose credibility and water down your evidence by excluding people from decision-making. Humans, not data, are responsible for creating compelling content like copy, advertising, and videos. Therefore, there is a benefit to using data as a foundational component of creating meaningful work.
Ignoring the importance of multi-channel interaction
Marketers might develop unhealthy fixations on the success of a single distribution channel, whether it’s free or paid search, Facebook, or LinkedIn ads. Nonetheless, no channel functions in isolation from the others, and no Internet user relies just on one channel.
Unfortunately, this issue is sometimes made worse by digital marketing analytics and advertising platforms that use last-click attribution by default.
Marketers only consider the last source and campaign that generated a lead, ignoring the reality that a user may have started with an unbranded search, clicked on a Facebook ad, and then returned to Google to do a brand search before eventually converting. Paying attention to assisted conversions and conversion routes in the Multi-Channel Funnels section of Google Analytics is a good approach to shifting away from a solely last-click mindset.
Conclusion
Getting insights that can be put into action requires digging deeper than the surface-level measurements and KPIs. The failure to delve further into analytical findings may result in missed opportunities, but not all conclusions are equally beneficial. Be careful to perform a thorough digital marketing analysis to unearth hidden trends and valuable insights. Successful strategies may take shape due to a deeper dive into insights and an adventurous approach.
Author Bio:
Amisha Chauhan, Data-Nectar is a Business Associate and Digital marketing manager at Data-Nectar, which is Data Analytics and Consulting services company, helps our clients to optimize the use of data assets to make profitable, well-informed, faster, and proactive business decisions – be it long-term, short-term or strategic. I work with a handful of companies writing
compliance-specific content and more broadly informational materials.
