Marketing data: how to manage it

To do a good job of communication, it is necessary to manage the countless marketing data that come to us from different fronts. An impossible task?

 

An essential task

We live in an era in which marketing and communication are the fundamental basis on which to build the image of any company. And not only its image, but also its relationship with customers and users. Nowadays it is necessary to have a marketing plan that helps us in the day to day positioning of our company. Not only to build a solid and recognizable image, but also to create a sense of community among our customers. This is the only way to compete in a market where companies come and go at breakneck speed and where the permanence or success of each one depends on the connection generated with users.

 

Avalanche of data

But all this interaction generates a flood of information that causes marketing data to become cumbersome. Just to mention a few of them, 80% of Internet users have a cell phone. And of those, 48% use it to initiate research on a brand or product. More than 21 million people in Spain access the Internet on a daily basis. All this only highlights the amount of information that we must manage in the best possible way to achieve the greatest effectiveness in our campaigns.

 

Let’s talk about e-mail marketing

But if in one of the strategies, above all others, we can glimpse that immense amount of marketing data, it is in e-mail marketing. It is not for nothing that users spend several hours a day at work in their inbox. The rate of opening emails from cell phones has grown by 180% in recent years. 78% of users manage their newsletters according to the number of messages they receive from them. And 70% directly delete emails that do not look good. All these actions generate information flows, behavioral patterns and, in short, a large amount of marketing data that must be managed in order to refine, perfect and improve our strategies.

 

Dealing with marketing data

To deal with all this maelstrom of information, company marketers had to collect, discriminate and classify each piece of information individually to try to form an overall picture of the buyer persona or ideal user. Until now. Thanks to process automation, many of the most tedious parts of marketing work are now tasks that can be performed autonomously by a software robot. And this results in a very clear benefit for the worker: more free time to develop more creative work and to optimize the process.

To give an example: if instead of having to manually sift through the replies generated by an e-mail campaign, a robot automatically pre-sorts, sorts and gives relevance to those replies according to the criteria agreed upon by the marketing department, the savings in time and work will be huge. And we can go on. The data generated in a commercial campaign on sales. Those that arrive through the actions of a media campaign. The responses that are produced in the daily management of an e-commerce. All of these have parts of development that could be automated to ensure greater efficiency in the data analysis process. And that would result in an improvement of the company’s communication capabilities by allowing employees to focus on the implementation of new actions.

The fact is that the options offered by the advance of technology are not always visible from the consumer’s point of view. Many times we can benefit internally from small improvements in our routines that achieve big improvements in our results.