At the March 24 Fire&Spark Ecommerce Marketing Summit, our panel of experts shared their strategic insights for data optimization, teaching you how to get the most value out of your data, which metrics to pay attention to, and how to balance data-driven decisions with “human” marketing strategies like storytelling that resonates. We took a look at how to evaluate search volume data, how to build an omni-everything marketing strategy, and the most beneficial Google Analytics tools. Watch the full webinar recording below:
If you’re short on time, here are some highlights:
Low-volume keywords are hard to evaluate. Google has never even seen 15% of low volume keywords before. It is hard to detect them and therefore hard to evaluate them. The data will be much more accurate for keywords that have 1,000+ monthly searches.
Expect errors in your data. Errors up to 40% in search volume numbers result from how some tools group keywords, whether it’s plurals, prepositions, or superlative adjectives. Also consider the location and seasonality of your data and how that relates to the way you market your product or service.
Your data needs to optimize for people. Rather than blindly following the results from your analytics, create a strategy that represents the data in a way that will actually resonate with customers. The best way to do this: storytelling. Data-driven storytelling combines math and meaning, a much more valuable approach.
Evaluate your marketing strategy without looking at data. Your strategy should answer 4 buckets: solve a problem, make sure it is easy to access and understand, company value should go beyond the product/service, and consider the experience working with and buying from you.
Focus on the most important metrics. Tools like Google Analytics can show you the top products and keywords on your ecommerce site. Brand success mainly depends on organic traffic: whether people are actually looking you up and think you have a good brand or product/service. Tools like Google Tag Manager can then amplify what’s already working.
Efficient analysis starts with evaluation. Consider which aspects of your business can be done by AI versus a human to optimize for both efficiency and effectiveness. Take a look at what is and isn’t working and focus on answering the why behind them. Take your business to the next level by extending the strategies that are working: doing more of them and creating content out of already successful pieces.
***A special thanks to our speakers who made this event successful: Dennis Yu and Rishad Tobaccowala.***