How to leverage analytics to deliver more bang for your client’s advertising buck

Without marketing analytics, “we are all blind and deaf wandering out on the web like a deer on a freeway”.  Geoffery Moore quite aptly sums up why the world is going crazy over data and analytics. Data is big but the potential impact of analytics is huge.

In our space, over the past few years, we have witnessed the meteoric rise of marketing and advertising analytics. As the digital landscape becomes the new marketplace, marketers have to navigate a new world that is vaster and more intense than ever before.

It is becoming harder for brands to connect with their target market. Winning them over is an even greater challenge. And marketing analytics could be the secret ingredient for success.

The Salesforce’s Digital Advertising 2020 Report suggests that 94% of advertisers rely on a broad base of CRM data, from transactions and contact information to brand preferences, to track advertising effectiveness. It is also estimated that by “2019 66% of digital advertising spend will go to Google Search, YouTube, Facebook, and Instagram.” 47% of the advertisers in North America are also looking to increase their use of third-party data in the next year to “gain more inputs into decision-making, ad targeting, and ad effectiveness”.

Clearly, marketing and advertising analytics are powerful weapons to connect with today’s customer in meaningful ways. And for agencies that want to deliver more bang for their client, this becomes a powerful arrow in the quiver as well. But how does analytics work? Here’s how.

Audience extension

A big part of advertising success depends on finding the right target market. But how do you know if your audience pool is right? How do you know if it is big enough? Marketing analytics helps you not only find your audience but also ensures that you can extend your influence into third-party sites. The benefit? Increased reach and the real possibility of scaling your ad campaign.

With such integrations into first and third-party data, you can access an audience that is uniquely yours. You also get the capability to gain a deeper understanding of this TG. This helps you connect with them better and drive value.

Optimized bidding

The advertising route is anything but cheap. You need to make sure that you get complete control, flexibility and transparency with your own bids to drive impactful outcomes for your client campaigns. A comprehensive ad analytics platform helps you manage all your ad trade demands from a single platform and capably connects your brand to its target market.

Marketing analytics also gives you the advantage of optimizing your bidding strategies so that you can predict win-rates and win prices. The benefit? More bang for your buck

Success measurement

Each industry is different. Every business is different. Its target market is different. With so many variables at play, how do you identify the best way to reach your audience? Unless you target your marketing strategies and campaigns to the right audience, aren’t you just preparing yourself for a wasted campaign?