Learn how to use data to optimize your marketing ROI

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The power of marketing lies in linking the organization's strategy to the market observed (and measured) through user behavior. It is impossible to talk about marketing and not think about data, metrics , KPIs, measurement and optimizing marketing ROI.

As author and social media scholar Dan Zarrela once said, “marketing without data is like driving with your eyes closed.” So, on this road full of side roads and shortcuts, it is necessary to understand the data that meets the objectives and goals defined by the organization’s strategy.

Digital Marketing enables the measurement and monitoring of data obtained from various channels. However, without the analysis and correct use of colombia mobile database data, there is no value in having random numbers that do not support decision-making. Therefore, valuable information is the return on investment (ROI) measured in each action carried out in Digital Marketing.

Without guesswork or perceptions, let's dive into this context to optimize the ROI of your campaigns by focusing on data analysis. Let's get started?

1. Start with the tools: how do you find the data?
Your marketing department is investing in sponsored links to increase sales in your e-commerce, for example. But how do you know which channel has the highest conversion rate and best performance in terms of investment/return?

With the right measurement tools, you can track user behavior in light of the expected results. With e-commerce settings in Google Analytics , for example, you can track the return on transactions made compared to each sales channel.

In the example above, you could identify that, from your investment of R$1,000.00 in Google AdWords , there was a return of R$2,000.00 with 5 transactions carried out. Applying the ROI formula, we have an ROI of 100%.

ROI = (return on investment) / investment

However, data should not be analyzed in isolation. If your ROI is negative, there are several correlations to be observed to understand how to improve the performance of your campaigns.

The first step, therefore, is to identify the business objectives and configure the tools to monitor this data. Don't forget to test the settings so as not to lose important data after the campaign is already live: trying to correct data during the campaign ends up influencing real-time decision-making.

2. Observe how the data correlates
After setting up the tools and inserting the tracking codes into your digital channels, it is extremely important to learn what to measure, when to measure it, and how to track the data. Understand, without guesswork or induction, what information you need to analyze to make decisions that influence your ROI.

As an example, let's take the following scenario: you've launched a campaign to drive downloads of your app on Facebook Ads. The results aren't what you expected, and it's time to optimize it.

In this case, it is important to analyze the target audience of the chosen segmentation, the click-through rate (rate of ad views in relation to clicks), time spent visiting the landing page, bounce rate, devices used, among others.

By looking at the right data, you may notice, for example, that the devices accessing your website do not have the necessary settings to download the content. This analysis is a great insight.

In addition to these tips, it’s important to stay away from metrics that distract your team from the business goal. Metrics known as “vanity metrics,” such as Facebook fans and likes or shares, may impress people, but they often have no impact on revenue and real results for your business.