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1. How to Master
Data-Driven Marketing
Modern marketing has become data-hungry. To succeed
today, you need to think like a data-driven marketer.
IDENTIFY YOUR GOAL(S)
DETERMINE KEY PERFORMANCE
INDICATORS (KPIs)
KNOW YOUR BENCHMARKS
Well thought out goals are
EXAMPLES OF MEASURABLE GOALS:
Measurable
Restrained to a time frame
Tangible
KPIs are metrics you can
track and measure:
EXAMPLES OF KPIS FOR:
You shouldn’t have more than 6 KPIs.
It’s fun to geek out on metrics, but if you analyze every single data
point you will miss the ones that truly determine your success.
Understand the underlying metrics that drive each of your KPIs.
Then, when a KPI is underperforming, you can dig into the root cause.
Trial Sign-ups
Churn
Customer Acquisition Cost (CAC)
Lifetime Value (LTV)
PAGEVIEWS
AVERAGE ORDER VALUE (AOV)
CONVERSION RATE
GOAL
+ 5%
Q1’16 Q2’16
Increase average post engagement
on Facebook by 5% from Q1 to Q2
Increase email open rate for monthly
newsletters by 2% from January
Increase trial users by 20% by
the end of Q2
Increase sales revenue by 10%
from Q2 to Q3
+ 20%
Q2
+ 2%
With specific goals, you have
a clear sense of progress.
A good goal means that at the end
of the quarter, you can measure
your success with 100% certainty.
SaaS Company
A benchmark is a measure of prior performance, used to keep
present performance in perspective.
ANTICIPATE ANOMALIES
Sometimes your results will be much higher or lower than
expected. You must be prepared for these anomalies.
COMPARE & CONTRAST EXTERNALLY
The best insights in business come from understanding customer behavior.
Compare how your customers respond to different kinds of content from both
you and your competitors.
LET YOUR INNER DATA GEEK SHINE!
Metrics can measure progress, create milestones of success,
and help you understand your customers.
Harness the power of data-driven marketing!
Track Your Competitive Edge
Observing the market’s behavior allows you
to answer these important questions:
Which types of campaigns perform the best in my landscape?
Where are my competitors investing?
How should we adjust our budget?
What should we test next?
If you see every performance as a new benchmark, than an
anomaly with throw off your strategy.
RESEARCH
Find out what might have caused an
anomaly. The answer will help you
predict them in the future, and
inform your strategy.
TRACK
Track anomalies to find patterns.
e.g. Many companies experience
“seasonal” dips or peaks in KPIs.
Track them, and anticipate them
in the future.
If you have a terrible month, you may close down investment
toward generating new leads, resulting in more bad months.
THE DANGER OF ANOMALY BLINDNESS
Know your averages for specific timelines:
Young companies will find shorter timeframes more useful.
If you are just starting, look for industry benchmarks on websites such as:
Month Over Month (MoM)
Quarter Over Quarter (QoQ)
Year Over Year (YoY)
Q1 Q2 Q3 Q4
+ 10%
KPIs
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