Make your marketing great again using data

Table of Contents

Most small businesses have a really difficult time with their marketing. They simply have no idea what works and what doesn’t.

This ultimately leads to poor results for your business, which means it’s time to get some help.

These days digital marketing is an essential part of running a business and can be the difference between success or failure.

The problem is that many business owners do not have adequate digital campaigns in place.

The good news is that you can make your marketing great again using data analytics.

Many businesses think that using data allows them to track customers and leads – but it can do more than just that!

Think about it – the rise of companies like Amazon have only been possible because they are able to use data in order to optimize their product recommendations based on sales trends across different demographics.

Knowledge is power, and when it comes to digital marketing, the knowledge comes from data.

How to use data to make your marketing work

So how exactly do you use marketing to improve your marketing campaigns?

It boils down to 4 key areas…

1. Know your audience

2. Define your goals and objectives

3. Collect data from Google Analytics

4. Use the data to make better decisions about your marketing

1. Know your audience

There are three simple steps to understand your customers better.

First, identify their needs with the help of data insights.

Second, design products & services to meet those needs.

Lastly, deliver these products in a way that meets customer expectations and provides satisfaction.

Ultimately the key to understanding your customers is through data-driven insights and designing products that address their needs accordingly.

However, delivering these products in an engaging manner will ensure customer satisfaction while staying true to what made them successful in the first place – you!

Mobile phone user

As a small business, it can be hard to know exactly what your customers want.

But data gives you the power to better understand your customers and deliver exactly what they’re looking for:

  • Data allows you to create targeted marketing campaigns that appeal to specific demographics.
  • It provides valuable information about who’s visiting your website and what pages they’re viewing. This helps with things like conversion rates and customer satisfaction ratings.
  • Analyzing data will help you recognize patterns in user behavior which then allow insights into how users are interacting with your site or app, where their concerns may lie, as well as opportunities for improvement of existing features or new features altogether!

The way in which people interact with certain brands or companies can tell them quite a bit about what their customers are interested in.

But only if they have the data to look at.

2. Data for user focused experiences

We often want our experiences to be tailored around us, so it’s not surprising that we also want this from the places we purchase our goods.

Shopper in the shopping mall

For example, if you have always picked out clothes at a particular store because of its personal service but now find yourself going there less because of the increased prices, then maybe another retailer more suited to your needs would make sense instead.

In order to get ahead of potential issues before they happen and ensure happy customers, brands are beginning to use data collected by online stores and digital marketing platforms to better understand their customers’ preferences.

3. Define marketing goals and objectives

Marketing is an essential part of any organization’s business strategy.

But where do you begin?

First and foremost, you have to set some goals of your marketing.

Without a specific definition of success your marketing campaigns will have no cohesive direction.

You’ll end up paying for followers on Facebook when what you really want is people to call to book an appointment!

These days digital marketing is an essential part of running a business and can be the difference between success or failure.

So what are some ways to define your marketing goals and objectives?

First, evaluate your organization’s strengths and weaknesses by answering questions such as:

  1. What does our company produce or provide that gives us a competitive advantage over the competition?
  2. Do we have products or services that people need and want now more than ever before due to their growing needs in these areas?
  3. Do we know what customers say they like about our company the most, so we can continue offering it in the future if it makes sense for us financially?

Once you’ve done this evaluation, you will be able to craft a marketing plan around those strengths.

Marketing plan on paper

Put it this way…

Imagine you are trying to sell a jar of honey.

Would you define your goals and objectives as maximizing sales, or would you be more focused on building brand loyalty?

To make this decision, it is important to know what the underlying business goals are behind both marketing strategies.

In this example… Customer acquisition vs. customer retention.

4. Collect data from Google Analytics to make better marketing decisions

With Google Analytics, you can get detailed insights into your website traffic.

For example you’ll be able to determine what people are looking at, which pages they visit after leaving your site, how much time they spend on each page, which devices they visit from (desktop computer versus mobile phone), etc.

Data analytics

It then breaks this down into easy-to-read reports that offer insights about visitor behavior patterns so you can make more informed decisions on how to improve the process of conversion—leading to increased profitability!

You’ll see what times of the day are best for conversions and which pages on your site visitors spend the most time on.

The more data you have to work with, the better decisions you can make about which marketing strategies will be most effective.


The more you know, the more action you can take to improve the performance of your marketing campaigns.

However most business owners are making marketing decisions the same way people play Pin The Tail On The Donkey…

With a blindfold.

So ensure you have the ability to track the performance of all your marketing activities, as well as the various platforms like your website and social media accounts.

This way you can ensure that you maximise your ability to make smart business decisions after the campaign ends.

About the author...
Stuart Brown
Stuart Brown
Stuart is the co-founder of Launch Experts. With 20 years of experience in the marketing industry, his primary focus is to break away from the traditional marketing agency model, ensuring clients get a positive return on investment from their marketing campaigns.