You’ve carefully laid your plans and aligned your budgets. But, for some reason you’re just not able to fund your full marketing plan. You’ll need to figure out a way to stretch your marketing dollars. And so the question becomes – what can we do differently  and still accomplish everything we’ve set out to do? The answer often lies in the data.  In addition, making sure your organization is equipped with the right information to evaluate the options, is critical.

With the push towards greater personalization in marketing, budgets are often stretched thin as more relevant content is created for each market segment. Paid media is often one of the first places people look for answers. It’s a large cost-center, and platforms like Google, Meta, LinkedIn, and TikTok make it easy to shift dollars between initiatives, or scale back the spend. But before we start re-investing marketing dollars, we need information from paid media platforms, site analytics, marketing automation, and CRM systems to drive those decisions.  

 

Mapping the Data

At KOSE, we frequently work with clients to map their data. That helps ensure it’s passing from managed online ad platforms into their site analytics, marketing automation, and CRM systems. This gives our team a 360 degree view. And, in turn allows us to confidently make bold decisions when we’re choosing which opportunities to fund and which to sunset.

There can be challenges along the way. For example, data is often siloed into different divisions of the company. Getting everyone to the table can be difficult. So it’s important to have a clear understanding of the outcomes you’re looking to achieve and set clear roles and responsibilities. We’ve created this chart to help facilitate that conversation and to begin integrating data across each marketing function.

 

Anticipated Insights

What this data will unlock for you is the following:

1. Accurate Targeting: When the marketing automation and paid media teams work together, they can ensure that the targeting of marketing campaigns is accurate. By combining efforts, they can refine audience segments. In addition, they can create more effective campaigns reaching the right people at the right time.
2. Reduce Costs: Improving the quality of marketing data can help reduce costs associated with paid media campaigns. By identifying the most effective channels and audiences, the teams can optimize campaigns to reduce wasted spend and improve return on investment (ROI).
3.  Improved Customer Experience: By analyzing data from both marketing automation and paid media, the teams can identify patterns and behaviors that will inform customer experience improvements. These improvements can include everything from optimizing website navigation to creating personalized content that resonates with customers.
4. Data-Driven Decision-Making: With a combined view of marketing data, teams can make more informed decisions about where to allocate resources, what campaigns to run, and how to optimize them for better results.

If you’re looking for a partner to help you integrate this data – we’d love to talk. CLICK HERE to contact us.