accountant calculating on data spreadsheets for research quality of company

It’s a problem that marketers are all too familiar with—keeping massive amounts of data organized.

You already have to manage data on countless people that you’ve collected from multiple sources. How can you leverage your personalization effort to its full potential if you don’t stay organized?

A few marketing data analysis strategies can help you stay organized, keep your leads’ data safe, and personalize the experience of every lead.

Why Keep Your Data Organized?

Keeping your stored data organized isn’t just crucial for marketing data analysis purposes; it’s the right thing to do. Here’s why it’s good for your brand, leads, and clients.

It’s Good for Building and Maintaining Trust

96% of people across all generations value data privacy. Remember that your leads are still human – ever email address is attached to a real person who cares about how their data is stored and used.

Good data organization keeps your leads’ information safe, which helps build trust in your brand and avoid security mishaps.

It Keeps Your Company Compliant

With B2B marketing and data analysis, the line starts to blur between personal and business data. Technology grows at a rapid rate, and privacy laws are typically passed retroactively.

It’s much easier to stay GDPR-compliant and prepared for any significant legislative changes in the countries you operate if you keep your data organized.

It Helps You Create Personalized Content

Finally, good data organization hygiene helps you use your data to its full potential. When you store data across multiple platforms, it’s difficult to cross-reference that information and create the most personalized content.

Did a lead visit your website this week? Click your email links? Engage with your company on social media? Keeping your data organized helps you understand your leads’ behavior in real-time or as close to real-time as you can get.

4 Techniques to Leverage Your Marketing Data Analysis

Much of your data organization strategy will depend on your specific audiences, company, and other unique factors. However, you can follow the tips below to get started.

1. Consider “Smart” Solutions Like Airtable

Yes, Excel is a wonderful tool. However, every marketer should at least familiarize themselves with Airtable as well.

Airtable offers a “smarter” solution because it’s specifically designed for content and digital marketing, rather than financial spreadsheets.

With Airtable, you can create interactive and customizable spreadsheets. Their templates are designed for specific types of content like blog posts, tags, and keywords, too. Plus, the platform is collaboration-friendly and integrates well with all of your favorite marketing and social media platforms.

2. Create a Private API (Or Take Advantage of the Ones Available)

If you have an experienced programmer at your disposal, it may be worthwhile to create a private API. By developing your company’s own private API, you can easily integrate your data across multiple platforms.

If not, that’s fine. You can still take advantage of public APIs available through your current marketing tools and social media networks. Google Analytics is a great place to get started.

Bonus: Depending on the product or service you provide, you could later open a public API to encourage people to use your platform, too.

3. Nail Down Your Key Performance Indicators

If you manage large amounts of data, you probably feel overwhelmed. Narrow your concentration down to KPIs and move the rest of your data somewhere else.

Focusing on one or two specific metrics like conversion rates and website visits will give you a great starting point to browse other data, identify trends, and make decisions.

4. Segment Your Data

You can also organize your data based on information you know about your leads.

  • Location, time zone, and language
  • Job titles and buying power
  • Company size
  • Stage of the buying process
  • Engagement
  • Traffic source
  • Favorite social media accounts

Segmenting your leads will help you stay laser-focused when you create content. These groups are a great starting place for improving personalization before branching into behavioral data.

Make the Most of Your Marketing Data Analysis

Collecting data is one thing. Using it to its full potential is another. If you aren’t creating personalized content to nurture your leads, you’re not taking full advantage of all the data at your disposal.

The truth is, all people expect personalized content in 2019. 65% of businesses say that if a brand doesn’t personalize communication and content, they’ll look for a competitor. Hushly can help you use personalization to skyrocket your conversions by 51% and improve lead quality by 59%.

Learn how our insights and marketing data analysis can help you make informed marketing decisions and integrate your campaigns for maximum results!

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