Marketers are busy people! Not only are they charged with a lot of different duties, but they also have to help the company improve ROI. That’s not always easy to do. For marketers to stay on task and reach their departmental goals, they must focus on having a solid campaign strategy and working towards what they want to accomplish. To get a good idea of what marketers pay the most attention to, check out these four metrics on what marketers should care about most.
What can marketers do with big data? Nearly everything imaginable. According to a study by Teradata, 78 percent of marketers now use big data to get individualized customer insights. Collecting the data is generally not difficult, and a number of valuable statistics can be extrapolated from what you collect. Marketers are learning that it’s possible to use big data for more than just one or two different things - and that can add to its value for anyone who works in the marketing field.
Marketers need to know if their campaigns have been successful, so thinking about the percentage of site traffic that a marketing campaign generates is vital. The campaign, and the site, must have the ability to perform. If the company's site isn't able to perform properly and meet customer expectations, traffic numbers will take a dive. To determine if your site is performing at or near expectations, though, you’ll need to leverage marketing campaigns to entice new traffic — which is why the percentage of site traffic that comes through a specific campaign is so vital to know.
Customers are valuable, but a customer who returns to buy from your company again and again is priceless. While it can be difficult to pinpoint the exact percentage of your current customers or clients who will happily do business with your company again, you should start monitoring brand loyalty.
And once you have a customer who is loyal to your brand—and hopefully tells others in the industry about the products and customer service you offer—you need to give those customers a reason to share that loyalty. Use word-of-mouth referral campaigns and segmenting questions, such as, “How did you hear about our brand,” to determine what - if anything - should be changed in order to gain more loyal customers.
Whether a company is small or large, it can be difficult for marketers to address the pain points their own department is supposed to correct. Savvy marketers have to know what their true challenges are, and how many of those challenges relate to the size of the company itself. This goes beyond the realm of “soft metrics” like brand awareness and may relate to customer retention, bottom-line revenue impact, and new customer acquisition.
When marketers focuses on challenges based on company size, they are able to more accurately and adequately address those challenges in the right way.
In order to help a company improve ROI, marketers need to be working closely with that company on what is important to the customers and what will help build up the bottom line. Statistics are a big part of that. Without hard numbers that can be studied and adjusted through marketing efforts, little will be accomplished. Marketers who know how to find and analyze numbers will be the most valuable to their companies.