The one thing we can always assume when developing a marketing campaign is to never assume anything. And with data-driven insights, we no longer have to. According to one estimate, big data will have a $15 trillion impact on the world economy by 2030. Opportunities abound to access information on consumer habits and preferences, product acceptance and campaign effectiveness. But there is still a human element to each moving part of a campaign and every piece of data. Follow these seven steps to help find the right data, understand it and work as a team to bring big data down to a human level.
Step 1: Know Your Client’s Objectives
Before you delve into the intricate details of any marketing campaign, it is essential to fully understand the client’s objectives. This is the most important aspect of any campaign because it allows agencies to capitalize on the appropriate opportunities for data capture, curation and strategic analysis for critical insights. Understanding client goals and objectives can not only drive better business decisions, but also create opportunities for cross-channel initiatives and optimizations.
Step 2: Focus on Data Discovery
The next step in solving any marketing challenge is to uncover the facts that are fundamental to the client’s brand story. This discovery process is critical to all analytics work. By investing early in the process, we ensure that we are going into an analysis with a full understanding of the data points and drivers. This also helps identify any additional data sources that can be leveraged to increase the value of the analytics output.
Step 3: Encourage Open Communication and Collaboration
It’s a great feeling to witness our clients and team getting excited about the data. An open communication policy between these two groups allows that excitement to be shared across the entire campaign process, from the development of objectives to measuring campaign effectiveness. In fact, an anonymous online survey conducted by USA Today and ad agency RPA found that 98% of both clients and agencies believe that a trust-based union leads to better work. In order to foster a culture where performance is key, campaign data and insights should be shared regularly across all departments and with internal stakeholders through shared reporting dashboards as well as in cross-team insight discovery meetings.
Step 4: Let Strategy and Insights Lead the Way
Analytics and strategy should be the guiding lights that span the campaign development continuum. Data-driven insights are critical for identifying target audiences, setting goals and benchmarks, and driving messaging and media strategies. The analytics team then shares trends and findings with internal teams to help identify where strategic adjustments are needed. Successfully integrating analytics throughout the campaign development process allows the analytics team to help other departments gain a deeper understanding of a client’s business needs and customer segments at a more granular level.
Step 5: Value the Individual
An affinity for individual level data is critical to truly uncovering consumer behaviors and drivers. This is the data that uncovers human truths and builds brand consumer relationships. Luckie has built several custom solutions in-house that centralize individual level data from disparate sources in order to gain a 360-degree view of the consumer. This unified view enables clients to deliver a relevant and personalized brand experience
Step 6: Let Customer Understanding Drive Creative
As data and insights are poured into the campaign process, the best possible marketing and creative solutions start to develop. Our creative, media and strategy teams work hand in hand with the analytics team to identify insights that are relevant to the business problem. Demographics, needs, behaviors and context are all available to inform the creative process, allowing other internal teams to generate ideas based on a more comprehensive customer understanding.
Step 7: Evaluate Business Results
At the end of the day, analytics must improve a business result. That is why a larger team is encouraged to spend time brainstorming about what the analytical results suggest and how this information can impact the bottom line. Post-campaign, analytics is critical to helping quantify campaign success and identifying key findings for future campaign planning.