Data and Insights: Benchmarking
Data is nothing without insight. You can collect all the tidbits of knowledge and data all you want from your marketing, but without any knowledge about what to actually do with the data, it is all meaningless.
Churning data into usable insight is not done by magic. You need a real customer viewpoint that will finally let you connect to user behaviour. And what is the best way to do this? Through a customer relationship management tool that is truly scalable and practical. But not only that, you need a theory framework that will enable you to understand the numbers.
There is no one way to perfectly combine and realize online sentiment, analytics, and customer information using an automated algorithm. However, using some of your team’s time to combining all these channels on a scheduled way is going to yield good results.
One needs the following so that one can properly layer out data:
- Filter out data that isn’t really related to your decided business goals
- Search out for even more information that’s necessary
- Rank data by commercial value
- Find insightful data configurations
- Mix the data with your staff’s insight and brainstorm for even more insight
Then rinse repeat and start over every so often in your implementation, research, and realignments. Remember, digital marketing and marketing in general never really stops.