A survey conducted by Marketing Land showed that science and data analysis has been an increasingly demanded skill in communication agencies, and this tends to grow even more. The sector has been well suited to digital transformation, and can be considered avant-garde in this respect.

According to Forbes, marketing is one of the areas that most uses data to make business decisions. Marketing Land’s research also shows that marketers are increasingly focusing on data analysis to meet this market requirement. In addition, a survey by Rock Content and Resultados Digitais pointed out that 80.4% of companies use some digital tool to measure the performance of marketing campaigns in the online environment. Among the tools raised, Google Analytics is highlighted among Brazilian companies. QDOIS had the opportunity to deepen the knowledge about the platform in one of the projects for a large client in the Digital Marketing market.

In this article, we will give you 4 tips on how to use data in your organization’s communication. Check out:

Marketing tools + data analytics tools 

As much as Google Analytics itself has some visualizations to display the data collected from your site, the interpretation of the performance of your digital campaigns can be somewhat obscure. This makes room for the use of powerful BI tools to handle and explore data more clearly.

In an increasingly global market, using Business Intelligence to keep control of data, enables the company to be more competitive and precise in its actions. Combining the use of marketing tools with data analysis tools helps in the investment management process, in monitoring the performance of campaigns and ads, in addition to assisting in decision making. It also allows the customer to extensively analyze their data at any level of granularity. In addition to crossing information of different kinds, such as clicks, visits, impressions, engagement and other diverse topics that could be easily addressed within Google Analytics or any other digital marketing management tool. 

Be guided by the results 

A common habit in the areas of communication is to measure the activities carried out, or intermediate indicators, which is not wrong. However, in order to make analyzes more effective, it is also important to measure the results, or end indicators, which measure the performance of the process according to its objective, such as the RPL (Return on Equity). Thus, it is possible to analyze the scenario in a more complex way, understand what works or not, what results are being achieved, which are the best indicators for the area and measure whether they are being effective.

Get the most out of your data 

Exploring your data for insights never seen before is essential. In communication, many people are guided by the number of followers, reach, engagement and interaction. However, other types of data can positively impact your analysis. Cross-analyzing data can be a good option for those who want to escape the usual and have new and better perceptions of their results. 

Integrated data communication  

A comunicação e o marketing caminham juntos, por isso, interligar os dados das duas áreas e analisá-los em conjunto é melhor forma de trabalhar. Pode parecer mais complexo, mas traz insights mais ricos para traçar estratégias e tomar decisões certeiras. Entender o que é feito em uma área e quais os impactos disso na outra, também é uma ótima vantagem dessa integração.

When inserting data analysis in the routines of the communication area, companies have become increasingly smarter, therefore, professionals who have knowledge about data are different. Using data in communication and marketing strategies can generate surprising results for organizations to go further. To learn how to implement a data-based marketing strategy, contact us.