Data Analytics Ups ROI For Email Marketers

Incorporating data analytics into your email marketing campaigns is one of the most beneficial strategies for increasing ROI, reports a study from the Aberdeen Group. It suggests content marketers that utilize data can see an increase of return on investment by 500%.

The study surveyed both B2B and B2C marketers about their content marketing strategies. It found data-driven marketers report marketing-attributed revenue to be almost five times that of marketers that don't utilize analytics.

Marketers that do utilize analytics are also three times more likely to be able to connect sales to their marketing efforts.

The technology and services provider attributes the rise in ROI to personalizing messages and content for specific, targeted consumers. Data allows marketers to create and execute customized campaigns that are more likely to engage consumers, which ultimately drives more sales leads and revenue.

“Understanding your target audiences is key to the success of any content marketing campaign,” states Maribeth Ross, chief content officer and managing director, Aberdeen Group. “Those who map content to their audience’s needs at each stage of the buyer’s journey will be successful in engaging leads and bringing them down the funnel.”

Ross states that its imperative for organizations to coalesce data, analytics and content to create a more cohesive and engaging marketing campaign.

Michael Kosinski, an assistant professor at Stanford Graduate School of Business, has created models for what can be learned and predicted about consumer behavior from their digital interaction. He’s discovered that “our most intimate traits can be easily predicted from a digital footprint, and a general one as well, such as Facebook ‘Likes,’ ” stated Kosinski in an interview with The Stanford News Service.

One of Kosinski’s models is a predictionAPI that translates a consumer’s Facebook footprint into a psycho-demographic profile. 68% of marketers that use email and marketing automation solutions state that predictive marketing is the key to future success, per an EverString study.

Kosinski says that tracking someone’s digital presence can pinpoint intimate and psychographic data about an individual. Examples include what your main personality traits are, whether your parents were divorced, and what your political or religious views may be. 

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