Driving a digital transformation starts with data. Data enables you to form a better understanding of both your target audience and your client’s target audiences. In turn, this increased understanding enables you to connect with these target audiences more effectively—when and where it matters most.
Our CRO, Ed Montes, recently wrote a featured article for the ANA’s Forward Magazine on this topic that discusses how agencies and advertisers can use data to achieve key business goals. In the article, Montes shares advice from Susan Popper, SVP of Experience Marketing at HPE—a dataxu customer—to help guide marketing professionals towards using data successfully.
You can download the full article here, but we wanted to share these three key tips to help get you get started in fueling your client’s or agency’s digital transformation.
1. Become a true partner
Collaborating with the right partners makes creating an effective data-driven marketing strategy a seamless process. For these partnerships to be successful, it requires creativity, business expertise, some measured risk-taking, and, most importantly, trust.
In order to become a true partner for your clients, make sure that you understand their business goals—then work towards achieving them together. Get involved in the development of your client’s marketing strategy and work with them through the test-and-learn phases to determine what works and what doesn’t. Continually staying up to speed on the overarching goals and KPIs for various campaigns will empower you to drive meaningful results.
Finding the right partners for you
Similar to becoming a true partner for your clients, you want to make sure that you also find the right partners for your agency. When working with a technology partner towards digital transformation, many of the earlier stated principles apply. Be sure to clearly communicate your needs and goals with your technology partner so that they can help you drive success—both for your agency and your clients.
2. Focus on your audience
Whether you’re focusing on your client’s audience to grow their brand or your audience to grow your agency, taking an audience-centric approach is key. Knowing the drivers behind these target audiences is crucial to the success of your marketing strategy. Without this knowledge, you are likely to produce ineffective campaigns with messaging that does not resonate with the audience you are trying to reach and compel to act.
3. Go Beyond the Simple Metrics
Marketing professionals are often inundated with data to sift through when trying to measure the success of marketing and advertising activities. Because of this, identifying the right metrics to use can be a challenge.
Most marketing professionals know that “vanity” metrics, such as website visits and raw page views, do not offer a true measurement of success of any one activity. Instead, to measure the success of a digital transformation, you will need to look for bigger impact across your organization. Look for data that shows a lift against key business KPIs such as the number of handoffs from marketing to sales or increased services from a current client account.
Time to transform
As you may have guessed, digital transformation cannot be completed in a day. To be implemented successfully, it takes time and dedication across your agency as well as your clients and technology partners. Start the process by activating any data sources you have access to, including client 1st-party data, your 1st-party data, 2nd-, and 3rd-party data. Learn as much as possible about the various audiences you are targeting, and once you are armed with this knowledge, you can begin transforming your marketing efforts and make a meaningful business impact for both you and your clients.