Three Reasons Data Isn’t Just for the "Numbers Guy"

For anyone that doesn't consider themselves a numbers person, the mere thought of data can invoke the uncomfortable jolt of a surprise math test in some marketers. Now that technology is advancing, data is no longer something to be feared, nor is it something that is reserved just for data scientists and the "numbers guy." Data is becoming available to everyone, even small businesses are able to access data and analytics from their website, social media, products, customers, transactions and even employees. Data is allowing businesses to make better, more informed decisions about their products and practices. Get ready to analyze and embrace the data trend!

1. Data is All Access
The way we use data has shifted dramatically over the past decade. Digital Marketers have a much better understanding of the internet and how it can be used to engage with users and collect data. Free tools like google analytics allow users to track everything on their websites, social media platforms have native analytics built in for companies to track their metrics, and email marketing programs are able to collect insights on campaigns. These individual metics cannot do as much on their own, but when cross platform analytics are combined business can really get a sense of how their content is performing.

2. Data Will Inform Your Campaigns
With the advent of A/B testing on almost every platform, marketers are now able to test their calls to action and see how their target audiences are responding. Businesses are able to create two versions of the same marketing piece and test on two audience segments. From here companies are able to choose the version that best fits their clients. This isn't 1985 where companies create content based on a "gut feeling" - data gives us the evidence-based reasoning we need to inform our marketing strategies.

3. Data Helps Businesses Innovate
Since we are able to measure so many aspects of our online marketing, analyzing these metrics can help business create actionable plans to reach their high-level goals. HubSpot was able to analyze their blog traffic and discovered that calls to action at the end of the blog posts only generated 6% of leads, and the best calls to action were in the anchor text. HubsSpot started putting more calls to action within their blogs, and those CTAs generate 83%-93% of clicks. Analyzing different aspect of your website, blog, social media and transaction process can help businesses innovate and find better solutions.

With so many free resources at hand it is easier than ever to dive into your data and make informed decisions. That is something any non-numbers person can appreciate.