The huge benefit of optimization and testing is to have your customers tell you what is most effective – which headline, which offer, even which value proposition – with their real-world actions during actual purchase decisions.
Of course, for this to work, you must be able to listen to what your customers are telling you through their actions.
In a world where “big data” is a big buzzword, many marketers might take this ability for granted. However, in the MarketingSherpa 2013 Marketing Analytics Benchmark Report, 20% of marketers told us they have very limited or no data …
Q: How much analytics data does your organization collect?
A full 40% of marketers only have “an average amount of data,” which does not sound like an overwhelming vote of confidence they have the information they need to intelligently plan, and execute, tests that will help them learn more about their customers.
As you review your analytics capabilities and plan for future improvements, Andrew Wise, VP of Global Sales, Prospectvision, offered a series of questions to help guide your efforts:
- How many discrete marketing tools are you using?
- How many channels (and sub-channels) are you juggling?
- How are you reconciling the data you get back from multiple activities?
- Do you know which campaigns are working? For which segments of your database?
- Can you watch a prospect move through stages of sales-readiness? Can you map your marketing actions to those stages?
- Can your sales team see what you see? In real time?
To the list, I would add one last crucial question …