Data should drive your company’s digital marketing decisions, and we’re not simply talking clicks, impressions and visitors.
Online traffic doesn’t measure sales performance of digital advertising, or give any information about the people engaging with the content or whether they purchased or leased. It’s only one piece of the marketing intelligence puzzle that uses data and technology to create a complex picture of a company’s specific market dynamics.
“For all of their digital advertising, [businesses] are used to hearing about clicks, impressions and the volume of visitors. It never gets talked about in terms of revenue and sales, which is what really matters,” says Russ Chandler, PERQ Marketing Product Manager. “There’s a huge gap in their ability to do that, they being clients and other vendors.”
Targeting Consumers with Smart Campaigns
By collecting data on every consumer who interacts on your website and tracking those shoppers across multiple channels and devices, you’ll mine valuable insights about your customer base and see which leads tie back to actual sales.
You can then use that centralized data to develop targeted advertising campaigns and personalize the consumer’s journey along the way. It also gives businesses a way to discover true return on investment for their marketing spend and a verifiable path to improve results.
“Looking at the consumer data, we see which profiles are the most valuable and which customers are most likely to convert, and we can then retarget them with digital advertising,” says PERQ Executive Chairman and Co-Founder Scott Hill. “We can decide which channels are most likely to get us in front of those type of individuals, and which kind of offers and products help to convert the best.”
Artificial Intelligence Drives Smarter Marketing Decisions
A recent Forbes blog defines marketing intelligence as a category of AI-powered marketing technology that businesses use to manage data, analytics, visualization and activation across a single source of truth. It describes “single source” as a unified view of data pulled from various integrated technologies often used in marketing and consumer engagement, such as a customer relationship manager (CRM) and automated email nurture, for the purpose of smarter insights, intelligence and leveraging consumer data across the entire customer life cycle.
The Forbes article points out that, while this kind of AI technology is rapidly improving, it’s presently difficult for businesses and marketers to find an industry-friendly solution that can integrate the different business tools required and centralize the real-time data in a way that’s actionable and measurable.
PERQ’s newest developments in marketing cloud technology and machine learning make those goals achievable for smaller, independent companies, which can then use the information to create targeted digital ads geared toward their ideal customer.
“We’re able to centralize all of that data, collected from our website technology, from Google Analytics reporting, as well as sales and transactional data, and data from any advertising we’re conducting,” Chandler says. “That data powers any advertising decisions with what we call Smart Campaigns. We use the data to go out into the marketplace and find customers with similarly looking profiles — the ideal website visitor, lead and purchaser in your showroom.”
Looking at the compiled data, a company learns in great detail which digital experiences and consumer paths convert the most leads, and predict what kind of consumers are most likely to buy from that particular business.
“When those ads get in front of those people, it draws them back to your website, where we can automatically personalize their interactions by rotating in a call to action or prompting an interactive experience that’s relevant to what brought them there in the first place,” Chandler says.