Companies use a variety of media to engage their customers, including print ads, billboards, TV spots, SMS alerts, email, customized Internet advertising, etc. But knowing which channels drive the highest levels of customer engagement can inform marketers how to get the biggest bang for their media spending bucks.
There are different ways that marketers can use big data analytics to evaluate and measure the reach and impact of their content engagement efforts with different sets of target customers.
For example, a convenience store chain sends out daily SMS offers to customers who opt in for this messaging. Analytics can inform marketing leaders which customers respond to specific offers. But a deeper dive can provide even greater insights.
The use of analytics can also help marketers determine common characteristics between customers that respond – or don’t respond – to a SMS offer, such as age, marital status, income, lifecycle status, etc. Visualization and data discovery tools can present marketers with new and different ways to examine the results.
For example, visualization and data discovery capabilities can help marketers see patterns between data that they might not otherwise have picked up on.
Using the previous scenario, this could include commonalities between keywords used in SMS offers that tend to drive conversion among specific customers or days of the week when certain customers are most likely to respond. Marketers can then act on these insights to refine future content strategies.
Analytics can also help marketers determine which techniques are working – or aren’t working – in the different types of content they’re creating along with the channels that are being used. Web analytics can inform marketers and other decision-makers which keywords are driving customers to their sites.
Analytics can also be used to educate marketers about the content and processes that are effective or need refinement in offline channels such as print ads and billboards by analyzing consumer response rates, survey data, and other forms of customer feedback.